Out of the box, Google Analytics is basically just a hit counter with graphs — at least that’s the way it was described to me in the Google Analytics seminar that I attended earlier this year. The best information that you can gather will come from the customizations that you employ for your site’s goals and needs.

The easiest way to start is to determine the conversion process for your website. You’re spending money on marketing to get people to come to your site, but what is it that you want them to do there? From a business standpoint, you should be aiming to get users to “convert” by either calling the dealership or filling out a vehicle inquiry form. But how do you track that? [Read more...]