Counting showroom visits for a car dealership
A car dealership wanted to know whether its digital campaign was bringing people to the lot. We aimed ads by location, including at visitors to competing dealerships, and counted the store visits.
Illustrative imageThe published figures
GPS retargeting, 6 months
- Store visits
- 303
- Geo lift
- 263.3%
- Impressions
- 1,440,436
- Clicks
- 1,789
- Average click-through rate (CTR)
- 0.12%
Geotargeting, 3 months
- Impressions
- 381,733
- Average click-through rate (CTR)
- 0.14%
Copied from the case study we published at the time. The client's name is withheld. A past result is not a forecast: yours will depend on your market, your budget and your offer.
The brief
The dealership had launched a new digital campaign and needed a way to gauge its effect on visits to the lot. It also hoped for more appointments booked on its website.
The stated goal was more store visits over a year.
What ran
Two location strategies: GPS retargeting of chosen geographic areas, and geotargeting of people who had visited competing dealerships.
- Retargeted chosen geographic areas with GPS retargeting for six months, to bring visits and appointments to the dealership’s website.
- Geotargeted people who had visited competing dealerships, for three months.
- Counted store visits, alongside impressions and clicks.
We focused on increasing website visits, appointments, and in-store visits.
How it was counted
The write-up lists 303 store visits and a geo lift of 263.3% under the six-month GPS retargeting campaign. It does not explain how geo lift was calculated, so both figures are shown exactly as published.
Clicks and click-through rate are there too. But the dealership asked about visits, so that is the number to read first.
- This campaign reached people by where they had been. Today we would lead with a commercial on Connected TV, shown to households in the dealership’s trade area, drawn by zip code or radius.
- We would give it ninety days and read it in order: delivery and frequency first, then branded search and direct traffic, then lift against a baseline in month 3, if measurement is set up.
- And we would catch the search. People see the ad, remember the name and look it up later, so the dealership’s search ads, SEO and website have to be ready, and Krista, our AI receptionist, answers the call at any hour.
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