January Traffic & Paid Search Trends for Auto Dealers

The insights below were updated on January 22, 2020. Please check back monthly for new data and insights. The previous three months can be found here: October | November | December

Automotive Website Traffic Trends

January Insights

• Overall website sessions have increased over the last 14 days (+1.9%) vs previous period, and are up (+1.5%) in the last 30 days vs previous period.
• Natural website sessions have increased over the last 14 days (+1.5%) vs previous period, and are up (+1.4%) in the last 30 days vs previous period.
• Paid search traffic is up over the last 14 days (+3.9%) vs previous period. But over the last 30 days, paid sessions are down (-4.3%) vs previous period.

View the interactive website trends dashboard.

Automotive Digital Advertising Trends

January Insights

• Market presence has increased over the last 14 days. Spend is up (+2.5%) vs previous period and impressions are up (+2.1%) vs previous period. Looking over the last 30 days, spend is down (-2.1%) and impressions are down (-0.8%) vs previous period.
• CPC has decreased (-3.9%) over the last 14 days vs previous period, and is down (-7.1%) over the last 30 days vs previous period. The trend is showing pretty significant CPC declines as we start the new year!
• Click-through-rates have increased over the last 14 days (+6.0%) vs previous period, and increased over the last 30 days (+3.5%). They still remain near all-time highs.
• Unique lead action rate has decreased marginally over the last 14 days vs previous period by (-1.4%), and has decreased by (-7.0%) over the last 30 days vs previous period.
• Cost/unique lead action has decreased over the last 14 days (-12.8%), but has increased over the last 30 days by (+3.4%) vs previous period
  • Conversion data is still populating; in reality, this number will show a lower increase by this time next week.

View the interactive digital advertising trends dashboard.