When it comes to digital advertising dollars, every dealer wants to know where the money is going and is it being well spent?

During his Live Stage session sponsored by Affinitiv, NADA 20 Group Manager Tim Gavin walked attendees through typical Google Analytics source medium reports and highlighted some of the key metrics that dealers should pay attention to, including conversions, bounce rates and costs per clicks.

Bounce rates should be below 40% and the dollar-per-visitor figure should be less than $2, Gavin said.

For those who want an even deeper dive into their Google data, NADA Analytics breaks down the data further to see what brought customers to a dealer’s website, whether it was new cars, used cars, or service. And the Internet 20 Groups go even deeper into the data for those dealers who really want to know everything.

Gavin finished his session by recommending that every dealer operating in today’s digital environment hire a digital marking manager in-house. “It will pay for itself,” he said.

Affinitiv is sponsoring the Digital Daily segments featured on Live Stage each day during NADA Show 2022.