As suggested by a recent independent study Cars.com commissioned with Dataium, the leading aggregator of online auto shopper behavior, dealers must now look beyond direct contacts to evaluate advertising performance. The conversion section of MarketDrive 2.0 provides insight into the inventory removed from Cars.com within the previous month, connecting these likely sales with the total number of impressions received, total video views and recent direct contacts received (excluding phone calls, which are not tracked on a vehicle-by-vehicle basis). This illustrates how shopper awareness and consideration of the vehicles contributes to sales. Finally, this section includes trends related to the rate at which inventory is being removed, which can inform vehicle acquisition and inventory management, pricing and merchandising strategy. An increase in the average age of sold inventory may indicate a need to price more aggressively or change your dealership’s current inventory mix to match market demand.

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