*Clarivoy, an independent third-party measurement company, conducted a study of approximately 800k attributed1 vehicle sales across 575 dealers from Feb ’23 to Jan ’24. The study examined the entire purchase journey of consumers, from first-touch to last-touch, including anonymous shopper behavior2
- Attributed vehicle sales are the net vehicle sales that Clarivoy matches to a consumer’s purchase journey. By directly integrating with CarGurus and other marketplaces, Clarivoy utilizes its proprietary tracking code and software to collect and connect consumer website interactions to a sale. These interactions include browsing CarGurus (homepage, SRP, VDPs), clicking through to the dealership website, or submitting a lead (phone, text/chat, or email).
- Anonymous shoppers are consumers who visit the CarGurus website without submitting a lead. If these shoppers later walk into a dealership and purchase a vehicle, the sale typically isn’t linked to their online interactions (unless the dealership asks, the shopper recalls correctly, and the dealer updates the CRM record). However, with user consent, Clarivoy’s software captures and connects a buyer’s online interactions to their offline vehicle purchase.
- Most dealership CRMs offer only first-touch lead attribution, which attributes sales to the shopper’s initial lead source. In contrast, Clarivoy, a multi-touch attribution provider, can determine if CarGurus influenced a sale, regardless of whether the shopper submitted a lead or anonymously visited CG and later walked into the dealership and bought a car.
