Columbus, OH Clarivoy recently announced the native integration of its industry-leading Multi-Touch Attribution solution into Google Analytics.
The first to pilot this integration was Germain Automotive Group, comprised of 16 dealerships throughout Ohio, Florida, and Michigan, with Toyota, Lexus, Ford, Mercedes-Benz, smart, Honda, BMW, Infiniti, Volkswagen, Sprinter, Audi, Porsche, and Cadillac franchises. The new Multi-Touch Attribution modeling has allowed us to escape the antiquated and incomplete last-touch attribution modeling that doesnt fully justify the benefits of some of our digital partners. This new integration helps our GMs better understand and appreciate the dynamic and ever-changing customer journey that cant always be accurately measured by looking strictly at last click, said Shaun Kniffin, Marketing & Technology Director at Germain Automotive Group.
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 stated. 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, White added.
Clarivoys custom Attribution Channels 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 proper classification of traffic is just the start. Clarivoys native integration also embeds its proprietary custom multi-touch attribution model and applies cost data from all digital marketing investments (Cars.com, AutoTrader, display, video, Facebook, etc.), within Google Analytics, enabling dealers to evaluate performance as it relates to how much they invest with a particular publisher. Now dealers can evaluate the true cost per engagement and cost per lead using Clarivoy's Multi-Touch Attribution model versus last click attribution. This is in addition to its recent integration into Google AdWords and includes its proprietary Anonymous Attribution technology, which identifies the online and offline purchase paths of buyers who choose to remain anonymous, ensuring a large percentage of all sales are properly attributed to specific keywords, YouTube and display campaigns.
Clarivoys Multi-Touch Attribution platform uses proprietary attribution algorithms that help marketers discover whats really driving sales. It is uniquely focused on user-level attribution, allowing clients to transparently view a consumers full purchase path, sorting and ranking the influence of each channels contribution paid search, display ads, TV, email, third party websites, organic search, social, and brand website.
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 over-attribution to any one keyword, campaign or ad group.
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 dealers website is either branded search, organic, or direct traffic. As a result, sites such as Cars.com and AutoTrader become invisible to Google Analytics when trying to evaluate performance, White explained.