Why are Vehicle Details Page metrics important and what role do they play in your website traffic analysis? How do you effectively compare quality of traffic from multiple sources to your VDPs?
To answer these questions you must first break down the path a typical shopper takes on your website, and then compare the sessions of each. By analyzing performance by the arrival to VDPs you are able to create an apples-to-apples comparison to see which sources of traffic lead to the best performance.
Intro to VDP Analytics
The first video in this series of five from Speed Shift Media which specializes in driving VDP traffic to auto dealer websites explains how the following calculations can be achieved and provides analysts with a 5-minute crash course on VDP analytics: VDP Performance, VDP Focus, and VDP Efficiency.
VDP Page Paths
This next video demonstrates how to separate Vehicle Details Pages from all other pages in your Google Analytics. This process is eluded to in the first video Intro to VDP Analytics. The video assumes you have a basic understanding of Google Analytics, as it uses terms and terminology loosely throughout the video.
In the following video, which also assumes you have a basic understanding of Google Analytics, you will see how to calculate the average VDP-views-per-session, per traffic source, a key metric referenced in the Intro to Analytic video explaining how to compare performance of your VDPs based on individual traffic source.
Calculating Time-on-VDP, per traffic source, is an important metric because it helps you understand the interest levels of shoppers on your VDPs, specific to traffic source. If Time-on-VDP for a particular traffic source is low compared with other sources then you it will help you identify potential issues in how your are advertising on that source. Time-on-VDP is referenced in the first video Intro to VDP Analytics.
Calculating VDP Efficiency
VDP Efficiency is determined by calculating the number of sessions with a VDP compared with the total number of sessions, from a particular traffic source. VDP Efficiency is a key metric to help determine how effective a traffic source is at driving visitors that wind up viewing one or more Vehicle Details Pages.
About Speed Shift Media
Speed Shift Media is a fast-growing digital media technology company that powers next-level online display advertising solutions. Speed Shift’s cloud-based platform dynamically integrates advertiser inventory data with shoppers vehicle interests to deliver the most relevant automotive display possible. By leverage Speed Shift’s sophisticated contextual and behavioural targeting, dynamic retargeting, and self-optimization technologies, dealers benefit from ensuring the right message always reaches the right user with maximum relevancy.
For more information about Speed Shift Media please visit www.speedshiftmedia.com.