New Zealand dealerships typically invest in Trade Me Motors listings, AutoStop NZ, Facebook Marketplace, and their own website simultaneously. Without tracking which channels generate actual sales, it is impossible to know whether that investment is optimally allocated.
The NZ Dealer Marketing Mix
- Trade Me Motors — dominant platform, high reach, significant cost
- AutoStop NZ — automotive-specific, growing audience
- Facebook Marketplace — high local reach, particularly for regional buyers
- Dealer website with SEO — owned channel, no per-listing fees
- Instagram and social media — brand building and stock visibility
- Google Ads — targeted search visibility for specific makes and models
How to Track Channel Performance
UTM Parameters for Website Traffic
Adding UTM parameters to links posted on Trade Me Motors, AutoStop NZ, and social media channels allows Google Analytics to attribute website visits to specific sources. This reveals which channels drive traffic beyond just views on the listing platform itself.
Ask Every Buyer Where They Found the Vehicle
The simplest tracking method is consistent — ask every enquirer and every buyer how they found the vehicle. Recording this in your CRM or sales log builds the attribution data needed to evaluate channel return.
Calculate Cost Per Sale by Channel
Divide your monthly spend on each channel by the number of sales attributed to it. Trade Me Motors may generate the most enquiries but at a higher cost per sale than a well-maintained dealer website with organic traffic.
Frequently Asked Questions
Frequently Asked Questions
Conclusion
New Zealand dealers who track marketing channel performance systematically can redirect budget from expensive, low-converting channels to those that generate the best return — improving profitability without necessarily increasing total marketing spend.
Explore Car Spot's dealer analytics tools for New Zealand dealerships.
