This is Brice Englert, CEO of TradePending, and I’m here to share it is going to be a very exciting year. As we speak with our customers, there is a clear trend emerging. Dealers are demanding more of their tech partners in order to achieve their business objectives. More specifically, dealers are looking to leverage their first-party data and track all the actions shoppers take on their websites so they can effectively engage customers by offering a better retail experience.
Dealership leaders are interested in transparent and actionable data management, sparked by Customer Data Platforms (CDP) being sold to dealers. Dealers are seeking technology partners who can send online shopping signals into the CDP, in real time, to power new revenue streams and more timely marketing messages.
Sending real-time data signals from website shopping sessions has been simplified by the work of the Automotive Standards Council (ASC). The current ASC Specification (version 1.1) outlines an event-naming framework which will allow dealers to see when consumers are on their websites and using their retail shopping tools which provide trade values, payment estimates, or allow for credit pre-approvals.
When dealers can track online activity across all retail tools, they also can see when consumers start a retail process but don’t complete all the steps. In the past, dealers only received a signal (lead) when the entire process was completed. Now, when dealership customers and prospects abandon an online sales process for any reason, dealers can still win.
It gives me great pleasure to announce that TradePending’s full suite of retailing tools will be ASC compliant by the end of this month.
Our developers have been working with identity resolution software and CDPs to send all online events into the CDP to power personalized messaging or generate customized emails when a lead is submitted or when a process is abandoned. The integration of TradePending software with CDPs gives dealers more granular signals to go beyond basic retargeting display banners.
Dealer groups, including the Morgan Auto Group and Rohrman Auto Group, are depending on rich data signals from TradePending to power abandoned trade, payment, or credit messages. The signals are increasing monthly sales opportunities and improving the dealer groups’ ability to serve in-market shoppers.
TradePending Improves the Creation of Google Analytics Key Events
Another benefit of our support for the ASC specification is transparent conversion and engagement events in Google Analytics (GA4). Dealers will see conversion events automatically created for variable operations marketing investments (i.e., asc_form_submission_sales) for all TradePending tools. Dealers can also create custom engaged shopper events (i.e., custom_engaged_trade_shopper) to power better Google Ads outcomes by marketing them as a key event.
TradePending events allow dealers to create key events based on conversion events and engaged shopping sessions.
Best of all, dealer groups with multiple website platforms can be assured that our event naming is consistent across all web providers in OEM programs. Our support for the ASC Specification allows marketing managers to see conversion by marketing campaign and media channel, and also identifying where consumers drop out of the conversion funnel.
Come See Us at DMSC
I invite all our dealer customers to come and meet our team at the 2025 Digital Marketing Strategies Conference (DMSC). Dealers who are shopping for integration retail tools for sales and service should talk to our team about our new Value Watch platform and Service Offers.
Dealers need to have engaging content to offer dealership customers and Value Watch can provide dealership customers with monthly updates on the value of their vehicle. These communications increase engagement and lead to more sales opportunities. Paired with a CDP, Value Watch can be tied to service offers and special promotions to get more consumers to click back to trade in their vehicle or submit a lead for a new vehicle.
As I said, this will be a great year for our team as we rise to the opportunity to meet dealers who are managing their first-party data and tracking all activity on their website. Isn’t it time to get an updated demo of our entire conversion suite?
TradePending software tools have the highest conversion rates in the industry, now powering new use cases in automotive retail with CDP technology partners. Get the facts by visiting https://tradepending.com