The big news this year for auto dealerships and online marketing is tracking VDP’s. I run a few auto dealer websites and getting the info from the Cobalt site was easy. Trying to get the VDP report for our website with GS Marketing (run by ClickMotive) was another story.
How to get a VDP report out of Google Analytics for GS Marketing or ClickMotive website –
* Go to “Customization” and add a “New Cutom Report”
Since I have a VDP report for new 2013 vehicles I’m going to walk through creating one for used vehicle inventory.
* Create a usable title.
* I don’t bother with naming the tab because I create a separate report. If you wanted all VDP’s reports under one major one the different inventory pieces could be under different tabs.
* Now we want to choose metrics. This report goes to the GSM and Used Car Manager so I want to keep it simple. My personal choice is to report “Pageviews” and “Avg. Time on Page”.
Note that you can type in the names so you don’t have to search through all the available options.
* We now want to add the dimension. The dimension is what field or data we are going to display the pageviews and avg. time on page. With GS Marketing ClickMotive site I have found that the “Page Title” is the dimension is the best to use. Another option may be “page” if you want to see the tail end of the URL.
Now is the time to drill down and limit the data to only VDP’s.
* Under “Filters” click “+ add filter”
* Now I want to select (or type) “Page”
* At this point we want to “Include” “Page” with “Regex” of “/For-Sale/Used/”
If we were to run the report now it would show all Used Car pages not just VDP’s. This is a useful report but we want to limit the report to VDP’s. To accomplish this we need to add more filters. This gets a little tricky. If I look at the “Page” path after the /For-Sale/Used/ everything gets really specific. The pattern used is /make/ then /model/ then /morevehicleinformation/. So let’s take a look at the data in the “Page Title”. The “Page Title” for a VDP is setup as: year make model trim (color) city, state. The “Page Title” for search results is setup as: Used make | For Sale | city, state. So in the “Page Title” to eliminate a results page and only deliver the VDP let’s tell Google to exclude any page title that contains “For Sale”.
* Click +add filter again
* Select or type “Page Title”
* Then “Exclude” “Page Title” with “Regex” of “For Sale”
Now we have a usable VDP report and can schedule this to be emailed via PDF once per week to my GSM and Used Car Manager. This report isn’t perfect but it’s really close.