Mediahawk, which is currently working with 20% of the AM 100, has created a link up with Google analytics to track telephone calls made in response to pay-per-click advertising, websites and online portals such as autotrader and ebay.
Mediahawk’s Google integration enables dealers to see their online and offline traffic and conversions through Google analytics.
The company says there is currently a gap in the measurement of how successful online marketing is for generating telephone enquiries compared to online enquiries.
With this knowledge dealers will be able to improve their understanding of which forms of online marketing are working.
As a result they can increase enquiry levels using tactical marketing by re-allocating marketing budget to more successful areas.
“The internet is a highly competitive area for dealers and to be able to have an understanding of which keywords customers have searched on to find them is essential," said Michael Morrell, mnaging drector, Mediahawk.
"Up until now, dealers have only been able to find out this information through their Google analytics tracking.
"Mediahawk has integrated their call tracking system to show dealers how many telephone calls have come from particular keyword searches, website promotions and pay per click advertising."
Call tracking with Google integration works by allocating telephone numbers using coding to track a telephone number from the moment a prospective customer clicks on an online advert.
Once the prospect is on the website the number they use to call the dealer will be tracked right from where they originally clicked through.
This way all online advertising can be monitored and calls that come from this activity tracked and displayed in the same way as website traffic currently is.