Automotive
Full attribution from the ad click to the purchase order at the dealership.
Sandbox builds a bridge between digital and the dealership: dealership CRM-campaign matching to attribute every sale to its origin channel, automated sequencing by model and audience, and granular reporting by model, zone, and dealership. CPLQS (Cost per Qualified Showroom Lead) drives optimization across the full journey — from the online form to the purchase order.
From click to purchase order: five indicators that matter
CPLQS measures the cost of bringing a qualified prospect to the dealership. It is the KPI that separates useful digital leads from ghost forms. A qualified showroom lead has been contacted, confirmed their interest, and physically visited the dealership. Without this filter, the reported CPL does not reflect field reality.
The test drive is the moment of truth. The conversion rate between the dealership visit and the test drive reveals the quality of the audience-model matching. A low rate signals poor targeting or the wrong model being pushed to the wrong audience — a signal that budget is misallocated.
The ultimate indicator. How much does a digital automotive sale actually cost? This number integrates the full chain: media spend, lead processing cost, dealership visit cost. It is the only figure that allows an objective comparison of digital against other distribution channels.
Each model has a different marketing budget and sale price. ROI must be calculated model by model: an SUV at 400K MAD tolerates a higher acquisition cost than a city car at 150K MAD. Budget allocation must reflect this reality and adjust to available inventory per dealership.
Four metrics that drive automotive acquisition
Six disciplines integrated from click to purchase order
Scoring & dealership pre-qualification
Each lead is evaluated before reaching the dealership: model of interest, budget range, purchase timeline, geographic zone. Qualified leads are routed to the right dealership and the right salesperson. Unqualified leads are filtered or placed in nurturing.
DMS-campaign matching per dealership
Connecting the DMS (Dealer Management System) of each dealership to digital campaign data. Each showroom visit is matched with the corresponding digital lead via phone number or email. Each purchase order is attributed to a specific campaign, model, and channel.
Budget allocation by model and zone
Each model has its own tracking: CPL, CPQVS (cost per qualified showroom visit), cost per purchase order. Budget is dynamically reallocated by model and geographic zone based on dealer inventory and conversion rates.
Manufacturer competitive intelligence
Continuous monitoring of competing brand campaigns: models pushed, offers, formats, estimated budgets. Alerts on competing model launches. Intelligence on which creative angles perform in Moroccan automotive advertising.
Creative production by model and segment
Each model has its own creative direction and target audience. A prospect interested in an SUV does not receive the same messaging as a city car prospect. Multi-format production with automated model-audience sequencing.
Automated test drive nurturing
Automated sequences driving the lead from interest to test drive to purchase order: showroom invitation, test drive booking, post-visit follow-up, financing offer, post-purchase satisfaction. Each touchpoint is measured.
Frequently asked questions
Do you link media campaigns to actual dealership sales?
Yes, via integration with the DMS (Dealer Management System) of the importer or dealership. Every digital lead is tracked through test drive, commercial offer, to signed purchase order. Media attribution is no longer limited to form submissions.
Do you work with importers or local dealerships?
Mainly with importers at the national level. We then deploy campaigns in coordination with local dealerships (stock, promotions, events). The challenge is avoiding cannibalization between corporate and dealership campaigns.
Do you manage new/used vehicle stock in campaigns?
Yes. We connect the stock feed (available vehicles, promotions, configurators) to platforms (Meta catalog, Google Vehicle Ads) to dynamically display the right offers and models to each audience. Stock to be cleared is automatically prioritized.
Do you handle aftersales?
Yes — it's an overlooked lever. Aftersales (service, spare parts) is a strong recurring margin. We run specific retention campaigns (post-purchase retargeting, seasonal service pushes) that increase customer LTV.
Explore our other sector expertise
Connect your digital campaigns to your purchase orders
An audit of your current attribution architecture: from the ad click to the dealership DMS.
Discuss your automotive project