COLUMBUS, Ohio — Automotive marketing attribution provider Clarivoy announced that CarSoup.com has embedded Clarivoy’s multitouch attribution technology into its website, which ensures proper credit is attributed to those marketing sources that influenced the customer’s vehicle purchase.

CarSoup.com is an online venue for buying, researching and selling new and used vehicles with 6 million vehicles listed nationally from over 20,000 dealers and thousands of private sellers. Clarivoy’s Attribution API software will help CarSoup.com dealers by using “Any-Touch” attribution, which was designed to ensure proper credit is attributed to those marketing sources which influenced the customer’s vehicle purchase, whether first, last, or somewhere in the middle, finally getting away from the dated last-click attribution models plaguing the industry, said Brian Bowman, president of CarSoup.com.

“We are very excited about this partnership with Clarivoy. With Clarivoy’s new Attribution API, we can finally show performance according to the amount of sold vehicles that have CarSoup.com in the buyer’s purchase journey,” Bowman said. “Dealers will no longer be reliant on salespeople to properly source where a buyer came from. This enables us to consult with our dealers and provide data they can trust. As a result, our dealers know they are spending their marketing budget in the right place; thus, we can truly prove our value.”

In the eyes of a dealer, the value of a third-party auto vendor, marketing agency or website provider is reduced to one thing: leads. Since most visitors to a dealer’s website or third-party site are unidentifiable, 95% of the value of that vendor or marketing partner is lost, according to Steve White, Clarivoy’s CEO.

“Unless you are the first or last touch in the CRM, you probably aren’t getting credit from the dealer. Even if you do get credit, it’s only for leads you delivered and not for anonymous shoppers that result in sales,” White said. “Dealers and third-party auto vendors receive millions of unique web visitors per month, and yet less than five percent identify themselves. Who are the other 95%, and did they purchase a vehicle? By partnering with us, CarSoup.com can now truly show dealers their real performance.”