Connecting advertising spend to dealer sales performance across the US

Overview

SellMyRide is a high-growth, US-based automotive marketplace scaling rapidly across the United States through its innovative digital platform. As the business expanded, it needed to help its growing dealer network understand both the return on advertising investment and the effectiveness of converting leads into vehicle sales. Metryx deployed its own AutoMetryx platform to bring advertising spend and lead information together with customer and sales data from dealer management systems. This connected view helps dealers understand which marketing activity generates leads, how those leads progress through the sales funnel and where opportunities are being lost. Through AutoMetryx, dealers can review campaign effectiveness, explore geographic patterns and access AI-powered summaries that highlight performance issues, estimate their potential sales impact and suggest actions.

Business challenge

Understanding marketing effectiveness required visibility beyond lead generation. Dealers needed to know which campaigns and keywords attracted customers who progressed to appointments and vehicle sales. They also needed to distinguish between acquisition problems and conversion problems. Generating more leads would not necessarily improve returns if opportunities were being lost during follow-up, appointment booking or progression to a sale. The objective was to improve both advertising spend allocation and the efficiency of converting demand into sales as SellMyRide scaled its US marketplace.

Operational issue

Advertising and lead data showed how enquiries were generated, while dealer DMS records held information about customers and sales outcomes. Without connecting those sources, it was difficult to assess the full return on advertising investment or identify where the funnel was breaking down. Geographic differences also mattered. Dealers needed to understand where spend generated demand, where leads converted successfully and where strong enquiry volumes failed to translate into sales.

Approach

Metryx used the AutoMetryx data engine to bring advertising, lead and dealer DMS information together, joining records and applying the business logic needed to follow performance from marketing investment through to sales. The AutoMetryx insight platform presents this through dealer-specific reporting, combining campaign and keyword analysis with sales funnel conversion, heatmaps and geographic views. AI-powered summaries help dealers interpret the results. They highlight performance issues, estimate the potential sales value associated with funnel underperformance and suggest actions for investigation and improvement. These estimates are not verified losses or guaranteed recoverable revenue.

How we delivered

1. Phase 01

   Connect the journey

   Connected advertising spend and lead information with dealer DMS customer and sales data, establishing a joined-up view of acquisition and conversion.

2. Phase 02

   Model funnel performance

   Applied consistent logic across leads, appointments and sales, enabling analysis of progression, conversion rates and drop-off between stages.

3. Phase 03

   Reveal campaign and geographic patterns

   Delivered dealer-facing views of campaign and keyword performance, alongside heatmaps and geographic analysis showing where spend generates leads and where those leads convert.

4. Phase 04

   Add actionable AI summaries

   Integrated AI-powered summaries to explain performance issues, estimate their potential sales value and suggest actions tailored to each dealer’s results.

Platform capabilities

• Advertising-to-sales reporting

  Connects spend with leads, appointments and vehicle sales.

• Campaign and keyword analysis

  Helps dealers identify which activity generates commercially valuable demand.

• Sales funnel visibility

  Shows conversion and drop-off between stages, helping teams identify bottlenecks.

• Heatmaps and geographic analysis

  Reveals where leads originate relative to spend, alongside areas of strong or weak conversion.

• AI-powered performance summaries

  Highlights issues, estimates potential sales value associated with funnel underperformance and suggests actions.

Scope

• Advertising spend and acquisition ROI
• Campaign and keyword performance
• Lead-to-appointment conversion
• Appointment-to-sale conversion
• Sales funnel losses and bottlenecks
• Geographic demand and conversion analysis
• Dealer-specific AI summaries and recommendations

Platform and integrations

Outcome

Dealers can now use AutoMetryx to assess advertising effectiveness and sales conversion within the same performance view. They can identify which marketing activity generates leads and sales, examine where prospects drop out of the funnel and explore geographic differences in demand and conversion. AI summaries make the findings easier to interpret, drawing attention to issues that warrant action and expressing funnel underperformance in terms of its estimated potential sales value.

Key benefits

• Clearer marketing ROI

  Advertising investment is connected to downstream dealer sales.

• Better-informed spend allocation

  Campaign, keyword and geographic analysis supports acquisition decisions.

• Greater visibility of funnel losses

  Dealers can identify where enquiries fail to progress.

• Commercial context for performance issues

  Estimated potential sales value helps prioritise opportunities for improvement.

• Practical guidance

  AI summaries suggest actions for dealers to investigate and take forward.

Executive impact

SellMyRide gives its US dealer network a clearer basis for improving the return on the demand it generates. AutoMetryx connects decisions about where to spend with decisions about how to convert—helping dealers focus on both the quality of incoming opportunities and the effectiveness of their sales process. For a rapidly scaling marketplace, this creates a consistent way to make dealer performance insight accessible across its growing network.