SECTOR
Full attribution from the ad click to the purchase order at the dealership.
From the online form to the purchase order at the dealership: leads matched against the dealership CRM, one audience per model, and cost per qualified showroom lead as the only indicator.
Cost per qualified showroom lead measures what it costs to bring a qualified prospect to the dealership. It is the indicator that separates useful leads from ghost forms. A qualified showroom lead has been contacted, confirmed their interest and come to the dealership. Without this filter, the reported CPL does not reflect reality on the ground.
The test drive is the moment of truth. The conversion rate between the dealership visit and the test drive shows whether audience and model match. A low rate signals poor targeting, or the wrong model shown to the wrong audience: the budget is misdirected.
The final indicator. How much does a car sale coming from digital really cost? This figure covers the full chain: media spend, lead processing cost, dealership visit cost. It is the only figure that allows an objective comparison of digital with other distribution channels.
Each model has a different marketing budget and sale price. ROI is calculated model by model: an SUV selling at 400,000 tolerates a higher acquisition cost than a city car selling at 150,000. Budget must reflect this reality and adjust to available inventory per dealership.
Each lead is evaluated before reaching the dealership: model of interest, budget range, purchase horizon, geographic zone. Qualified leads go to the right dealership and the right salesperson; the others are set aside or can enter a follow-up.
Each dealership's CRM is matched with campaign data. A showroom visit is tied to the corresponding lead through phone number or email, and the purchase order to a specific campaign, model and channel.
Each model has its own tracking: CPL, cost per qualified showroom visit, cost per purchase order. Budget is arbitrated every day by model and zone, based on dealer inventory and conversion rates.
Ad monitoring records competing brands' ads every day: models promoted, offers, formats, launches. Creative intelligence reads their hooks and colors; today it is shown on demonstration data.
Each model has its own creative direction and target audience: a prospect interested in an SUV does not receive the same message as a city car prospect. Production in several formats, one audience per model.
Follow-ups are built step by step, from interest to test drive to purchase order: dealership invitation, test drive booking, post-visit follow-up, financing offer, post-purchase satisfaction.
Yes, by matching campaigns with the CRM of the importer or dealership. The lead is followed through the test drive request, the commercial offer and the signed purchase order. Attribution no longer stops at the form.
The method applies to both. National campaigns and dealership campaigns (stock, special offers, events) are coordinated so they don't cannibalize each other.
Yes. The stock feed (available vehicles, promotions, configurators) connects to the platforms' catalogs (Meta catalog, Google Vehicle Ads) to show each audience the right offers and models. Stock to be cleared comes first.
Yes, it is an overlooked lever: aftersales (service, spare parts) carries a strong recurring margin. Dedicated retention campaigns cover it: post-purchase retargeting, seasonal service campaigns.
The conversation looks at your attribution chain, from ad click to the dealership CRM, and at what is missing to link a sale to its campaign.