Sharpnack Ford Case Study
$214K In Gross Profit By Spending $12.6K
Ford Store In Ohio Makes $17K In Gross Profit For Every $1000 Spent On Facebook Ads
Case study period: 3 months
Total dealership spend: $12,600
Average monthly spend: $4200/month
Campaigns: Used Car VDP Traffic, Used Car Lead Form, New Car VDP Traffic, New Car Lead Form
Notes: At this time, Sharpnack Ford in Willard, OH had been a ShapeShift client for 4 months and had a maturing campaign.
Impressions: the amount of times ads were served
Landing page views: visits to vehicle detail pages
Leads: leads generated from both dealership website and On-Facebook Lead Forms
Offline purchases: cars sold
Offline purchase conversion value: sum of front-end and back-end gross profit on cars sold
How Are Sales Measured?
How Facebook's attribution model works
Facebook's offline purchase attribution is based on last touch, 1 day view or 7 day click. This means that if a customer last sees in an ad and then purchases a car within 1 day, or last clicks on an ad and then purchases a car within 7 days, Facebook will attribute the sale to the ad. However, if for example, a customer clicks on an ad, and then doesn't purchase the car until 9 days later, Facebook will not count this as a sale, even if the ad was responsible for it.
"Sales matchback reports are bullshit!"
Can you relate? Yes sales attribution in the auto industry can be tricky when savvy shoppers are browsing your vehicles on multiple channels before converting. Which channel deserves the credit? Is it the first one the customer discovered the vehicle on? Or is it the one where the customer submitted their lead to?
Our honest thoughts on attribution
If your customer researched your vehicle on multiple channels, then it's a team effort of all of your channels to drive the sale home, and no one channel deserves all of the credit. Regardless if attribution is not 100%, it is still important to track your sales from your Facebook campaign, so we can optimize towards increasing your sales, instead of optimizing for the cheapest click.
You ultimately decide what to do with the data
For our clients, we give them a full report down to the specific deal and customer that Facebook is claiming attribution for. This allows the dealership to see when a customer clicked, when they bought, and decide for themselves how much credit to give to Facebook.