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This investigative report reveals the surprising number of third-party scripts collecting customer data on dealer websites—often without the dealer’s knowledge. It introduces a comprehensive inspection checklist to help automotive retailers audit, optimize, and secure their digital properties.
Many dealers don’t realize how many vendors are actively collecting data from their websites—often even after a service has been canceled. This report exposes the alarming scale of third-party tracking, piggybacked scripts, and identity resolution tools siphoning off consumer data without dealer oversight. Without clear auditing processes, dealerships may be inadvertently compromising website performance, marketing ROI, and customer privacy.
Through case studies, visuals, and an actionable checklist, this resource provides a step-by-step framework to inspect, document, and optimize dealership websites. Dealers will learn how to use free tools like GTAG Inspector and Ghostery to identify GTM containers, track form conversion rates, audit CTA conflicts, and monitor compliance with consumer opt-outs. The guide also highlights the growing legal and ethical concerns surrounding “wiretapping” platforms, and how dealers can protect their businesses from data misuse and liability.
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Streaming has become a core automotive advertising channel, but dealers still struggle to verify where their ads ran, how their budgets were spent, and whether reported results reflect real business impact. This research gives dealers a framework for evaluating CTV economics, placement quality, format integrity, pacing, attribution, and transparency.
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The 2027 Automotive CRM Research Report examines how AI, CDPs, cloud data warehouses, and evolving CRM platforms are reshaping who controls dealership data and customer communications. Brian Pasch explores the new standards dealers should demand as CRMs expand beyond sales into service, F&I, lifecycle marketing, compliance, and AI-agent governance.
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As dealership technology stacks grow more complex, CRM platforms remain the system of record for sales, marketing, and customer engagement. This report analyzes dealer feedback across leading CRM providers, examining satisfaction, usability, reporting, support, and emerging capabilities such as AI-driven communication and automation. The findings offer a clear view into how well CRM platforms are supporting modern dealership operations—and where gaps still exist.