Finding 01p. 4
One Stellantis dealer's website was loading 53 tags and scripts.
Many belonged to ad networks and data brokers the dealer didn't know about. Another site showed 87 known vendor tags, over 300 counting repeats.
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Your website may be leaking valuable first-party data. This guide shows you how to take back control.
Read our one-minute summary, or ask your AI what this guide means for your dealership.
This investigative report reveals how many third-party scripts collect customer data on dealer websites, often without the dealer's knowledge, and gives you an inspection checklist to audit, optimize and secure your digital properties.
Many belonged to ad networks and data brokers the dealer didn't know about. Another site showed 87 known vendor tags, over 300 counting repeats.
In one 16-store group audit, identity resolution scripts kept sending website traffic data to vendors after the dealer cancelled them.
Dealer sites carry 4 to 30 GTM containers. The guide's target is under 5, and over 10 means there is cleanup work to do.
Document every tool and GTM container, review CTA designs, track form conversion by tool, check GA4 key events and bot traffic, and find slow scripts.
How a NADA 2025 conversation led to auditing third-party scripts on dealer sites.
Hidden ad and data broker tags, piggyback scripts and opt-outs that don't stop tracking.
Counting containers with GTAG Inspector, Ghostery and KPEYE, and what a normal count is.
Code bloat, paid traffic quality, CTA stack, merchandising and ASC event compliance.
Measuring CTA completion rate by page type and new vs used, and the time cost at scale.
Group reports on vendor presence, code bloat and ASC compliance, store by store.
Thirteen steps covering tools, containers, CTAs, conversions, traffic and page speed.
A 16-store group audit that flagged 43 containers for removal and found data leaks.
A store-by-store tracker showing how widely form conversion rates vary.
Why cleanup has to be ongoing, and where to go for compliance and conversion tools.
The team, the method, and where the data came from.
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 scale of third-party tracking, piggybacked scripts and identity resolution tools siphoning off consumer data without dealer oversight.
Through case studies, visuals and an actionable checklist, this resource provides a step-by-step framework to inspect, document and optimize dealership websites, using 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.
Pick your seat to see what this guide means for your job.
Quick answers about the guide and who it's for.
Often more than the dealer knows. One Stellantis dealer's website was loading 53 tags and scripts, many from ad networks and data brokers the dealer didn't know about. Another site showed 87 known vendor tags, over 300 counting repeats.
Audit the site's tags and scripts. How Many Vendors Are Accessing Your 1st Party Data? shows how to find hidden tags with free Chrome extensions like GTAG Inspector and Ghostery, count GTM containers and document every tool on the site. InfoTrust's Tag Inspector is a paid option.
They can. In one 16-store dealer group audit, identity resolution scripts kept sending website traffic data to vendors after the dealer canceled them, and 43 GTM containers were flagged for removal. Scripts stay on the site until someone removes them.
Not always. On one dealer website, 10 of 25 advertising scripts kept tracking after the shopper opted out. Dozens of dealer websites were tested for how scripts behave when shoppers opt out, and the guide urges GMs to understand the legal exposure of “wiretapping” tags.
Fewer than 5. Dealer sites carry 4 to 30 GTM containers, and How Many Vendors Are Accessing Your 1st Party Data? treats more than 10 as a cleanup job. Container bloat slows pages, and page speed affects conversion.
Code bloat, paid traffic quality, CTA stack, merchandising and ASC event compliance. How Many Vendors Are Accessing Your 1st Party Data? pairs them with a framework for measuring CTA completion rate by page type and new vs used, and with automated dealer group reports on vendor presence, code bloat and ASC compliance.
The 13 steps cover documenting every tool and GTM container, reviewing CTA designs, tracking form conversion by tool, checking GA4 key events and bot traffic, and finding slow scripts. The checklist is part of a free 20-page guide by Brian Pasch with linked templates. Download the PDF on this page.
How Many Vendors Are Accessing Your 1st Party Data?. Free, and yours in under a minute.
How Many Vendors Are Accessing Your 1st Party Data? · 20 pages
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Download the PDFThe 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, and the new standards dealers should demand as CRMs expand into service, F&I, lifecycle marketing, compliance and AI-agent governance.
Based on interviews with dealership leaders using AI in sales and service, this report shows how the strongest stores split work between AI and people, manage the handoff, bring staff along and measure what AI actually adds.
In collaboration with ImpelDealers 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.
In collaboration with Dealer Stream