Understanding how customers find and use your website is one of the most valuable advantages a dealership can have online, yet many dealers feel unsure where to start. Tools like GA4 (Google Analytics 4) offer powerful insights, but the interface can be overwhelming if you’re not used to analysing data.
If you’ve ever wondered “What is Google Analytics?” or “How do I find my website traffic?”, this guide will give you a clear, simple starting point. With the right knowledge, GA4 can help you make smarter marketing decisions, understand buyer behaviour and improve your online performance.
What Is Google Analytics?
Google Analytics is a free platform that tracks how visitors interact with your website. It shows you:
- How many people visit your site
- Where your traffic comes from
- Which pages users interact with most
- What actions visitors take (enquiries, searches, clicks, etc.)
- How your marketing channels perform
For car dealers, this information is incredibly valuable. It helps you see which stock pages attract the most interest, which marketing channels generate enquiries, and how customers move through your online buying journey.
With GA4, Google has introduced a more modern, event-based system of tracking that is better suited for understanding cross-device journeys – something very common in today’s automotive market.
How to Find Your Website Traffic in GA4
One of the most common questions dealers ask is “How do I find my website traffic?”
The good news is that GA4 makes this simpler than it first appears.
Here’s where to look:
Reports → Acquisition → Traffic Acquisition
This is where you’ll find:
- Total sessions (overall website visits)
- Traffic sources such as Google search, social media, email, paid ads, etc.
- Which channels drive the most engaged visitors
For dealerships investing in their marketing, this shows whether SEO, PPC or social efforts are making an impact.
Reports → Engagement → Pages and Screens
This report reveals which pages customers visit most often. Typically, the homepage, VDPs (Vehicle Detail Pages) and search results pages are top performers.
Use this report to understand:
- Which vehicles generate the most interest
- Which promotional pages perform well
- Whether your homepage and navigation are working effectively
Reports → Engagement → Events
Events show the actions customers take, such as:
- Clicking “Call Now”
- Submitting enquiry forms
- Viewing finance information
This is especially important for lead generation, as it highlights which actions contribute to conversions.
Why Google Analytics For Car Dealers Matters
Dealers often rely on “gut feeling” when evaluating their marketing – but data tells the real story. GA4 helps you understand:
- Which vehicles attract the most attention
- How well your PPC or SEO is performing
- Whether your website encourages customers to enquire
- Which pages are causing users to drop off
- How your marketing budget is really being spent
With accurate analytics, your decisions become clearer, more confident and more profitable.
What You Should Check Regularly
To make the most of GA4, focus on these four areas:
1. Traffic Volume
Are visits increasing, stable or declining?
2. Traffic Sources
Which channels deliver the best ROI?
3. Vehicle Page Performance
Are the vehicles you want to move actually being seen?
4. Enquiry & Conversion Events
Are customers taking action – and where?
Checking these once a month gives you a strong understanding of website performance without feeling overwhelming.
Free Google Analytics Training Courses
One great resource many dealers don’t know about is that Google provides free GA4 training courses through Google Skillshop. These short lessons cover everything from basic reports to advanced features. They’re ideal if you want to understand your own analytics without relying solely on external support.
How Click Dealer Helps You Make Sense of Your Data
Even with free tools available, many dealerships still find GA4 difficult to navigate – and that’s where our expertise comes in.
Dealers on our Digital Marketing packages receive monthly reports built directly from Google Analytics data, including insights on:
- Website traffic trends
- Top-performing stock
- Conversion behaviour
- Marketing channel performance
- Recommendations to improve results
Our team interprets the numbers for you, giving you clear actions that support growth – without needing to learn every detail of GA4 yourself.
Take Control of Your Website Data
Google Analytics isn’t just for marketers or technical experts. With the right guidance, every dealer can use it to understand customers better, improve digital performance and make smarter decisions.
If you’d like help accessing GA4, understanding your data, or improving your SEO and marketing performance, our digital marketing team is here to support you. Book a free no obligation consultation today.