Looking beyond the last click.

The Challenge

Automotive rarely converts in a single session. Customers research, compare and return across multiple channels before booking a test drive, downloading a brochure or finding a dealer, so conversions attributed directly to programmatic told only part of the story.

The Approach

We compared conversion behaviour on journeys where programmatic was present against journeys where it wasn't, looking at three actions: brochure downloads, test drive bookings and dealer searches. We also looked at how upper- and lower-funnel activity performed together compared with in isolation.

The Result

Organic conversion performance rose by approximately 17% for test drive bookings and 8% for dealer searches when programmatic was part of the journey. Coordinated upper- and lower-funnel targeting outperformed isolated activity by approximately 2–2.5×.