Set Up Targets, Lead Campaigns and Monthly Costs

Given it’s a new year, we thought it would be the perfect time to remind everyone about the ability to add KPI Targets for Leads, Test Drives and Sales.  You can set targets up at the Dealership, Yard or Salesperson level.  You can also set up Monthly Costs for Lead Campaigns and Lead Sources which will help you calculate the cost of each lead the dealership receives.

TO SET UP LEAD, TEST DRIVE & SALES TARGETS.

To set up Lead, Test Drive and Sales Targets just log into the Desktop Studio and click on the ADMIN folder.  You can then click on the options;

• Dealership KPI Targets to create a dealership wide target
• Yard KPI Targets to set up distinct targets for each of the yards you have set up in AutoPlay (i.e New and Used)
• Salesperson KPI Targets to set up individual targets for each of your staff members

For each of the 3 tiers you can also set up 3 different types of targets;

• Leads 
• Test Drives
• Sales

To set these targets up firstly select the KPI Type (Leads, Test Drives, Sales) using the drop down.  Then select NEW ITEM.  Then simply enter the number you want to be the Monthly Target.  If you are loading targets for individual salespeople there will be an extra drop down to choose the Salesperson you wish to set up a target for.  Please note that the salesperson must already be set up as a user in AutoPlay.

Targets will vary from dealership to dealership so set them up at the level you require.  However a good rule of thumb is for every 100 Leads you should have 40 Test Drives and 20 Sales.  This is based on Deloitte’s research that shows conversion to Test Drive is roughly 40% and conversion to Sale is approximately 20% for the average dealership.  At AutoPlay we also see these ratios borne out in our own conversion figures across dealerships that use the Sales Pipeline – with the majority of dealers achieving 15%-25% Sales conversion and 40%-50% Test Drive conversion.

Once you have set up the targets they will be visible on the DAILY ACTIVITY PERFORMANCE REPORT in reporting.autoplay.co.nz.  Be aware that not every variable will have a target visible – for example if you run the report by Make or Model the target line will disappear.
​
If you view the report by default as a Manager it will show you the target line that was entered at the Dealership level.  If no target was entered at the Dealership level but you have set up Salesperson targets it will sum these to give you a total dealership target line.  To view the target lines for individual Salespeople you need to click on Refine Search and drill down to a specific person.

TO SET UP MONTHLY COSTS FOR LEAD CAMPAIGNS & LEAD SOURCES

To help you make better marketing decisions you can now load monthly costs against your Lead Campaigns.  To do so just click on LEAD CAMPAIGNS then click on the Campaign you wish to set up a monthly cost for.  Then simply type in a number for the dollar amount that you spent on the campaign each month.

Entering a monthly charge will then enable a Cost Per Lead to be calculated and displayed in the Marketing ROI Report.  To read more about this view - http://autoplay.co.nz/PlayBook/post/2016/01/11/test.aspx 

Monthly costs can also be set up for your Lead Sources i.e Trade Me, AutoTrader, Newspaper etc.  To set up a new Monthly Cost for your Lead Sources click on ADMIN then LEAD SOURCES, then click on the Source to open and enter a monthly cost in the field provided.
 
If you are having trouble setting up your targets or have any questions about the process please get in touch with us on support@autoplay.co.nz.