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Can Anyone Truly Measure Advertising


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How do you track the Internet customers for new customers? We always ask each customer how they heard about us? What else are you paying for beside the updated website. We also updated ours and can track where people come from to it and how long they stay on each page. Sounds like you have a good program working for you.

 

An old thread but worth while adding some information that might help someone.

 

Manual tracking is very error prone and inaccurate. Customers forget where they noticed you and employees forget to ask when busy. Try to automate as much as possible to get the best data.

 

One way to track new internet customers is with phone tracking numbers. They are very reasonable for the extremely accurate data they provide. Use a different local number for each website or online ad people can contact you from. Only caution is to not use a hard (text number) tracking number on your main website. The tracking number should be in an image that hides your actual phone number in text. This way 'people' see and dial the tracking number and search engines only "see" your true phone number which matches your NAP (business name, address, and phone) and citation for SEO.

 

You should also use a unique email address on your main website Contact Us form. This way you can count number of emails enquires your website generates. Do not place this email visibly on your website or use it anywhere else. This way every time you get an email at this address you know it came from your website. You can also do the same for your website appointment form and estimate request form.

 

Basically every method people have of contacting from the internet should have a unique source number or email so you can track what is working and what is not. Website analytics only tells you about traffic and website use patterns. This is good for SEO purposes but does not tell you what is making the phone ring or where customers are coming from (what advertizing is working).

 

Hope this helps,

Doug

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         2 comments
      My son is not in the automotive industry. He is in the commercial real estate business. However, the workplace problems are the same. Recently, his frustration with the heads of the company reached an all-time high. When I asked him why he doesn’t speak up and let the leadership know how he is feeling, he responded, “Anyone who has voiced concerns or issues has been viewed as weak and incapable of doing their job. I don’t want to be viewed like that.” This is an example of a toxic work environment.
      If you are a shop owner, you are a leader. And leaders must be approachable. That means that you are willing to hear the concerns of others and have them express themselves. It also means that while you may not agree with someone’s perspective on an issue, it is their perspective, and that viewpoint needs to be recognized and respected.
      Make it known that you want to hear the opinions of others. Literally, ask for input from others. And thank those that speak up. Now, I am not saying that you need to act on every concern or opinion. That would not be realistic. But just listening may be enough. And you never know, someone in your company may have an idea that you never thought about and even improve your business.
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