Evaluate The Effectiveness Of Online Advertising With The WebStats App
Anytime you make an investment, you want to know your money is well spent. While the obvious metric of success on advertising an item for sale is the asset sold, there’s so much more to evaluating your ad spend. WebStats, available in the Sandhills Cloud, provides metrics on all aspects of your digital advertising, enabling a comprehensive evaluation of your online reach and strategic planning for future ads.
WebStats is a mobile-friendly app that provides detailed information on how potential buyers interact with your online ads. Metrics include the number of times a listing appeared in user search results, how often users clicked to view details of an asset, how often users entered an asset’s lot number or Quick Find code, the number of times users clicked a link to contact you, and more. If you run banner ads or email blasts or host your website with Sandhills, you will have access to additional stats.
To access WebStats, log in to the Sandhills Cloud and open the WebStats app.
Your Customer Engagement Dashboard
From the WebStats dashboard, you’ll see your advertising stats displayed in colorful, easy-to-read charts and hard numbers. You can view stats in aggregate or for each individual listing by scrolling down to Most Viewed Listings and clicking the View All Listings button. Checking individual stats can help you determine which listings require additional information, new photos or videos, a price adjustment, or increased exposure through a featured listing.
You can track the number of times a potential buyer clicks to call, email, text, or send a message on Messenger or WhatsApp. See how often visitors clicked your listing to view the detail page or directly entered a Quick Find Code or a lot number from a trade publication like Machinery Trader, as well as how often the asset appeared in user searches.
Sellers running banner ads or email blasts can also view impressions and click-through stats on their ad for feedback on its effectiveness.
Premium WebStats Offers More
Dealers with a Sandhills-hosted premium website have access to Premium WebStats to measure and evaluate how visitors interact with the site. The data covers exposure and engagement metrics for both the website as a whole and for asset listings. With Premium WebStats, you can learn where potential buyers are located, how much time they spend on your site, how they found the site, what devices they use, and more.
Recent Updates
WebStats users will now see numbers shown in the graphs to make them easier to read. The Year View is now wider to view the full trend over the year, and Total Watchlists have been added. A new Select Columns button opens a modal that enables users to select which columns they want to view, including model, serial number, lot number views, total watchlist, and days aging, along with the standard detail page views, clicks to call, quick find views, lot number views, and many more criteria.
A version of this article first appeared in Sandhills Magazine. You can find current and back issues in the Sandhills Magazine Archive.