Cost per walk-in
Also called: Cost per showroom visit
Cost per walk-in is the marketing spend divided by the number of showroom visits it generated, measuring what a dealership pays to get a buyer physically in front of a vehicle rather than just into a CRM.
Cost per walk-in in dealership marketing
Because most vehicle sales still close in person, cost per walk-in is a truer measure of marketing effectiveness than cost per lead. It rewards channels that produce buyers who actually turn up and penalises those that fill the funnel with enquiries that never convert.
Tracking it requires linking a showroom visit back to the lead that caused it, which is why a CRM with source tracking and disciplined check-in at reception matter as much as the campaigns themselves.
Related terms
- Leads & Sales
Cost per lead
Cost per lead (CPL) is the total marketing spend on a channel or campaign divided by the number of leads it produced, giving the average amount paid to generate one enquiry.
Read definition - Leads & Sales
Lead-to-walk-in ratio
The lead-to-walk-in ratio is the share of leads that result in a showroom visit, calculated as walk-ins divided by leads over the same period.
Read definition - Leads & Sales
Showroom footfall
Showroom footfall is the number of prospective buyers who physically visit a dealership in a given period, and it is the outcome most dealer marketing is ultimately judged on.
Read definition
Where it applies
AutoSutra services where cost per walk-in comes into play.
Further reading
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