COLUMBUS, Ohio — Clarivoy this week announced the native integration of its Multi-Touch Attribution solution into Google Analytics.
“The new Multi-Touch Attribution modeling has allowed us to escape the antiquated and incomplete last-touch attribution modeling that doesn’t fully justify the benefits of some of our digital partners,” said Shaun Kniffin, the auto group’s marketing and technology director. “This new integration helps our GMs better understand and appreciate the dynamic and ever-changing customer journey that can’t always be accurately measured by looking strictly at last click.”
According to Clarivoy CEO Steve White, dealers struggle to get accurate information from Google Analytics due to the amount of unstructured data that is fed into it.
“In order to make sense of it dealers or their agencies must classify campaigns. Over time, human error and inconsistencies can lead to incorrect classifications,” White said. “The native integration of our Multi-Touch Attribution solution into Google Analytics organizes the mess of referral traffic coming into Google Analytics by classifying data into the many ways dealers spend money. This allows them to isolate and track the true performance of their marketing investments every day through on-demand Google Analytics reporting.”
Clarivoy’s Attribution Channels feature was designed to allow dealers to upgrade Google Analytics to an auto-specific lens so they can easily and accurately see how Tier 1, Tier 2 and third-party websites influenced traffic to their site. The Multi-Touch Attribution platform uses proprietary algorithms focused on user-level attribution, giving dealers insight into a consumer’s full purchase path, sorting and ranking the influence of each channel’s contribution.
The new integration into Google Analytics collects and pairs all clicks and calls to the appropriate vehicle shopper while fractionalizing the credit within Google Analytics, ensuring no overattribution to any one keyword, campaign or ad group, White explained.
“Typically, what we see is a lot of third-party websites do not get the credit they deserve because in most cases the last engagement that occurs with the dealer’s website is either branded search, organic or direct traffic,” White said. “As a result, sites such as Cars.com and Autotrader become invisible to Google Analytics when trying to evaluate performance.”
Dealers can learn more by visiting Booth No. 3475 at the 2016 NADA Convention & Expo or by clicking here to sign up for a product demonstration.