For a lot of dealerships, email leads are still the single most important metric in the car business. A signal of intent and an opportunity to engage, they provide a delicate line of communication between the dealership and potential customers. However, the reality is that most car shoppers don’t send traditional email leads, and those that do are influenced by a variety of sources before they ever consider hitting ‘submit.’

So what can dealerships do to make sense of the strategies and tactics that influence lead submissions? Gabriel Montano, Operations Manager at Groove Auto Group, stresses that, while leads are still a fundamental part of auto sales, dealerships are best served by looking beyond simple email metrics to understand  how their digital marketing is performing.

To learn more about how Groove Automotive uses advanced analytics to evaluate website performance and referral traffic, download our recent case study, Unpacking Big Data.