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June 1 by Alex Snyder -

Traffic Tracking Online – who do you trust?

Google_analytics_2 It is scary to think that the dealer group I work for has been with 4 different site vendors, 5 different SEM vendors, 2 different SEO vendors, and who knows how many Internet click-through campaigns since 1999.   I know there are dealers out there who flip between these companies faster than Paris Hilton hops to the next party.  I like to think we have found a good home with a few of our current programs, but there is always something better on the horizon.  Forget about the next greatest thing and forget about any fancy gadgets one company has; let’s talk about tracking.

Tracking is one of the greatest things the Internet provides us.  It is also one of the hardest things to police.  One company’s 1,000 unique visitors are another company’s 5,000.  Who is correct?  We have a tendency to flock to companies with backing tools such as Google Analytics, but what happens when two Google Analytics companies show differing numbers?  It has happened to me, and I’m sure it has happened to others here.

Let me get back to my company’s vendor jumping…sure, it has been due to a better deal coming along.  Sure, it has been due to a fancier product coming out.  Sure, it has been for many of the same reasons everyone else can state too.  The one thing that seems to be the major shot of death, is a loss in faith due to untrustworthy tracking numbers.

I’m sure most of the DealerRefresh participants watch their own site’s traffic like hawks, but is it truly trustworthy?  Why is there no standard out there that everyone abides by?  Why do I get different numbers from my site provider than I do from what my current banner ad on www.whereBmybannerad.com tells me they sent to me last month?  Why are the differences so huge?

P.S.  To the vendors reading this thread – I’m not attacking anyone in particular.  If this article is taken as an attack, please point it toward the Internet industry in general, and not solely the automotive end.

Categories: Technology & Tools

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Editors

  • Jeff Kershner

    Jeff Kershner

    I’m the founder of DealerRefresh. I got my start in the dealer business when I was 18. From there I've worked throughout several departments within fixed to variable ops. Whether it’s managing the desk, perfecting sales process or studying online marketing and media trends, I absolutely love this business and the challenges it brings. On top of keeping up with DealerRefresh, I consult with dealerships and key industry businesses. My passion has been and continues to be helping dealers leverage new media to sell and improve customer service.
  • Alex Snyder

    Alex Snyder

    2019 marks Alex's 30th year in the car business. In that time he has had a front-row seat for the rise of the Internet and has been working to bring the online and offline dealership experience closer. Whether you knew him from his life at Checkered Flag or his years with Dealer.com/DealerTrack/Cox Alex has remained an opinionated DealerRefresh contributor who enjoys nothing more than to poke at the unsaid truths in our industry. He also helped found FRIKINtech.

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