Regardless of the media that dealers are choosing to use, one thing is consistent among the best dealers: if they can’t track it, they aren’t interested in it. Dealers know that the only way they can compete today is to spend all of their dollars wisely and that includes all advertising. Good dealers track every form of advertising to calculate the cost per sale. However, the best dealers take it a few steps further.

They dig even deeper to the various providers within a media type. It’s not enough to know the cost per sale of third-party lead providers, but instead you must know the cost per sale of each third-party lead provider individually. The wisest dealers don’t stop there either. They continue their evaluation by comparing the average gross profit per sale for each media source.

Why is this important? To sell 30 units with provider #1, you have to spend $12,000, and to sell the same number with provider #2, you have to spend $15,000.  Do you eliminate provider #2?  Would your decision change if you had all the facts?