subaru
41%
increase
in ROAS
7%
increase in
Conversion Rate
THE APPROACH
SUBARU started from an enhanced Google Analytics setup with call and form tracking
in order to understand which sessions lead to a test-drive. Since Subaru invests heavily in Google Ads
display campaigns, it was crucial to understand post-view conversions, which is why parallel tracking
was implemented in 360 Campaign Manager.
As real time data was not required, SUBARU set up batch data downloads from Google Analytics,
Campaign Manager 360 and CRM to Google Cloud Platform, and joined test drive entries with vehicle purchases.
An automatic Data Studio report with key business and digital marketing metrics has been created to monitor
campaign performance in real time.
Sales funnel report was created as well , starting from calls and form submissions,
ending up with car or service sales with marketing channel breakdown.
THE CHALLENGE
Subaru is a large automaker best known for engineering, safety, reliability, and functionality
of its vehicles. Subaru’s business model centered on selection and concentration of limited
management resources, creating added value, and pursuing uncompromising differentiation.
The Result
SUBARU was able to successfully connect online and offline data.
Further, these connection efforts resulted in a 41% increase in ROAS for Subaru's entire digital
marketing stack. Through SUBARU work, Subaru can better understand customer journeys
and feel confident in their campaigns performance.
About client
Subaru is the automobile manufacturing division
of Japanese transportation conglomerate Subaru
Corporation, the twenty-first largest automaker
by production worldwide.
Industry
Location
Automotive
Eastern Europe
PRODUCTS
Google Cloud Platform
Google Campaign Manager
Google Analytics
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