Auto retail
10 cards on this board
4 × KPI2 × funnel1 × trend3 × table
Metrics on this board
Quote requests · Test-drive show rate · Deliveries · Delivered value · Orders · Test drives done
Automotive analytics Who asks for a test drive, shows up, and orders?
The automotive template runs from model view through quote request, test-drive booking, test drive and order to delivery and service booking. OEM sites, dealers and used-car platforms share it; model and dealer are properties, the sales advisor is a group.
- Model and configurator interest
- Test-drive show rate by dealer
- Service return funnel over 12 months
Quote requests
3,214
▲ 9.1%
Test-drive show rate
48%
▲ 2.8 pts
Deliveries
186
▲ 11.4%
Delivered value
$6.2M
▲ 13.0%
Quotes and orders
Quote requestsOrdersJanMarMayJulSepNov
The problem
Three blind spots between the model page and the showroom
Interest without quotes, bookings without visits, and a service department nobody measures.
Model interest without intent
Views and configurator sessions are high; quotes are low. quote_request with model_id turns interest into a rate per model.
Watch: Quote rate
Test drives booked, not driven
A booking from the site and a drive that happened are different events. test_drive_done from the dealer closes the gap.
Watch: Test-drive show rate
Service is a separate world
Delivered customers vanish from marketing. service_booked and service_done bring them back as a funnel with revenue.
Watch: Service bookings
Template metrics
Fifteen metrics from model view to service
Interest, quote, test drive, order, delivery, cancellation and after-sales. Names match the console after install.
| Metric | Definition | Format | Dashboards |
|---|---|---|---|
| Model viewers | UNIQUES(model_view) | Number | Auto retail |
| Quote requests | UNIQUES(quote_request) | Number | Auto retail |
| Quote rate | UNIQUES(quote_request) / UNIQUES(model_view) * 100 | Percent | — |
| Test drives booked | UNIQUES(test_drive_booked) | Number | — |
| Test drives done | UNIQUES(test_drive_done) | Number | Auto retail |
| Test-drive show rate | UNIQUES(test_drive_done) / UNIQUES(test_drive_booked) * 100 | Percent | Auto retail |
| Orders | TOTALS(order_placed) | Number | Auto retail |
| Deliveries | TOTALS(vehicle_delivered) | Number | Auto retail |
| Delivered value | PROPSUM(vehicle_delivered.amount) | Currency | Auto retail |
| Test-drive close rate | UNIQUES(order_placed) / UNIQUES(test_drive_done) * 100 | Percent | — |
| Order delivery rate | TOTALS(vehicle_delivered) / TOTALS(order_placed) * 100 | Percent | — |
| Order cancellations | TOTALS(order_cancelled) | Number | — |
| Cancellation rate | TOTALS(order_cancelled) / TOTALS(order_placed) * 100 | Percent | — |
| Service bookings | TOTALS(service_booked) | Number | — |
| Service revenue | PROPSUM(service_done.amount) | Currency | — |
Metric names and formulas come from the industry pack. TOTALS counts events, UNIQUES counts people, PROPSUM adds up a property. Every figure on this page is sample data.
Dashboards the template installs
Each dashboard is a set of cards: KPIs, funnels, trends, retention, distributions and breakdown tables. Edit, duplicate or share them after install.
One retail board
Auto retail holds quote requests, test-drive show rate, deliveries and delivered value as KPIs, the purchase funnel, quote and order trends, the channel table, the city distribution, the advisor ranking and the service return funnel.
Funnel
Model view, quote, test drive booked, test drive done, order, delivery
Six steps over 90 days. The −46% badge marks the step losing the most buyers; for most dealers it is between booking and the drive.
Purchase funnel
90-day windowModel view
2,400
Quote request
1,248
Test drive booked
674
Test drive done
508
Order placed
312
Vehicle delivered
214
Break down by model
model_id is on every step. Compare quote rate and close rate per model without a separate report.
Break down by dealer
dealer_id is a property on visit and service events. Show rate and close rate per dealer are one breakdown away.
Service return over 12 months
The service return funnel runs delivered → service booked → service done over 12 months, matching the first service interval.
Also in the pack
- Order-to-delivery funnelOrder placed → Vehicle delivered · 120-day window
- Service return funnelVehicle delivered → Service booked → Service done · 12-month window
How teams use it
What OEM digital and dealer teams set up first
Model interest, test-drive show rate, advisor performance and the service return.
Use case 1
Measure model interest by quotes, not views
model_view, configurator_used and quote_request carry model_id. Quote rate per model shows which cars people want priced, and configurator use shows how far they go.
- Quote rate per model and trim
- Configurator completion as a step
- City distribution of quote requests
Models by quote rate
Last 30 days| Model | Viewers | Configurator | Quotes | Rate |
|---|---|---|---|---|
| Compact EV | 24,100 | 6,820 | 1,420 | 5.9% |
| Family SUV | 18,600 | 4,210 | 980 | 5.3% |
| Sport coupe | 31,200 | 9,100 | 610 | 2.0% |
| Pickup | 9,800 | 2,400 | 712 | 7.3% |
Use case 2
Lift test-drive show rate dealer by dealer
test_drive_booked from the site and test_drive_done from the dealer bracket the visit. Show rate per dealer and weekday shows where confirmations fail.
- Show rate by dealer and weekday
- Reminder invites through chat the day before
- Test-drive close rate per dealer
Example scenario: Online bookings without a dealer assigned showed at 34%. Routing them to the nearest dealer within an hour lifted show rate to 55%.
Test-drive show rate by dealer
Last 30 days
Use case 3
Rank advisors by deliveries, not quotes
Sales advisors are groups. The ranking compares test drives done, orders, deliveries and delivered value, so incentives follow cars that leave the lot.
- Advisor ranking: drives, orders, deliveries, value
- Cancellation rate per advisor
- Order-to-delivery funnel for pipeline health
Advisor ranking
Last 90 days| Advisor | Drives | Orders | Delivered | Value |
|---|---|---|---|---|
| Kim, Riverside | 84 | 21 | 18 | $612,000 |
| Alvarez, Downtown | 112 | 19 | 14 | $498,000 |
| Nowak, Northgate | 61 | 16 | 15 | $540,000 |
| Osei, Airport Road | 98 | 9 | 6 | $198,000 |
Use case 4
Bring delivered customers back for service
service_booked and service_done carry dealer_id and amount. The service return funnel and service revenue sit on the same board as sales, so after-sales is measured like a funnel.
- Service return funnel, 12-month window
- Service revenue trend
- Segment: delivered 10–12 months ago, no service booked
Service return funnel
12-month windowDelivered
2,400
Service booked
1,248
Service done
674
Analytics × Chat
Answer the model question before the quote form is closed
A visitor has configured the Compact EV twice and opened the quote form without sending it. The invite offers a test drive at the nearest dealer; the AI answers range, charging and incentive questions from the model data.
- Invite on a second configurator session or an abandoned quote form
- Context: model, trim, nearest dealer, source, configurator summary
- Phone number captured in chat is hashed and becomes the quote request
Example scenario: Chat-booked test drives showed at 71% against 48% for web bookings; the buyer had already picked a dealer and a time.
Visitor context
- Model
- Compact EV · Long Range
- Configurator
- 2 sessions · $38,900
- Quote form
- opened, not sent
- Nearest dealer
- Riverside Motors · 6 km
- Source
- Google Ads · ev_launch
- /models/compact-ev
- /configurator
- /configurator
- /quote
yourbrand.com/quote
TC
Kim · Riverside Motors
Hi! The Long Range you configured is in stock at Riverside, and the $3,500 EV incentive still applies this month. Want a test drive Saturday morning?
Events
Eleven events, six required
Model, configurator, quote and booking events from the site or app; visits, drives, orders, deliveries and service from your dealer management system.
| Event | Name | When to send | Required properties | Source |
|---|---|---|---|---|
model_viewRequired | Model view | On a model page; model_id. | model_id | Web Mini-program App Server |
configurator_used | Configurator used | When a configuration session is saved or summarised; model_id. | model_id | Web Mini-program App Server |
quote_requestRequired | Quote request | When a price or callback is requested; model_id; phone stored as hash. | model_id | Web Mini-program App Server |
test_drive_bookedRequired | Test drive booked | When a test drive is scheduled; model_id and dealer. | model_id | Web Mini-program App Server |
store_visit | Showroom visit | From the dealer system or app on check-in; dealer_id. | dealer_id | Server App |
test_drive_doneRequired | Test drive done | From the dealer system when the drive is completed; model_id. | model_id | Server App |
order_placedRequired | Order placed | From the dealer system when a deposit or order is taken; order_id and model_id. | order_idmodel_id | Server |
vehicle_deliveredRequired | Vehicle delivered | From the dealer system at handover; order_id, model_id and amount. | order_idmodel_idamount | Server |
order_cancelled | Order cancelled | From the dealer system on cancellation; order_id. | order_id | Server |
service_booked | Service booked | When maintenance is scheduled; dealer_id. | dealer_id | Web Mini-program App Server |
service_done | Service done | From the dealer system when the job is closed; dealer_id and amount. | dealer_id | Server |
Event names, required properties and sources come from the pack. Events marked Server must be sent from your backend; use insert_id to de-duplicate orders and invoices.
Scenarios
Two retailers, two boards
Illustrative scenarios, not reviews.
The sport coupe had the most model views and the lowest quote rate. The pickup had a third of the views and the highest. Media spend followed the quotes, not the clicks.
JW
J. W.
Digital marketing lead · OEM regional office
Test-drive show rate per dealer was on the board the first week. One store was at 42%. Their confirmation calls had stopped after a staff change.
RB
R. B.
General manager · dealer group
Illustrative scenarios written from the user’s point of view. Not real reviews.
FAQ
Questions about this solution
Still have a question?
Chat with the team behind TapCub — we usually reply within a few hours on business days.
What does the automotive template install?
Eleven events, fifteen metrics including quote rate, test-drive show rate, test-drive close rate, order delivery rate, cancellation rate and service revenue, three funnels and the Auto retail dashboard.
Does one pack cover OEM, dealers and used cars?
Yes. model_id and dealer_id are properties, so an OEM site, a dealer group and a used-car platform send the same events. The advisor is a group for rankings.
Which events come from the dealer system?
store_visit, test_drive_done, order_placed, vehicle_delivered, order_cancelled and service_done are marked Server. Send them from your DMS or the dealer app with the same phone hash.
Is delivery part of the funnel?
Yes. The purchase funnel runs six steps to vehicle_delivered over 90 days, and a separate order-to-delivery funnel tracks the pipeline over 120 days.
How is after-sales measured?
service_booked and service_done feed the service return funnel with a 12-month window, plus service bookings and service revenue on the board.
How is the phone number stored?
As a SHA-256 hash that becomes the login ID, so dealer system events connect to the model page and campaign that produced the quote.
Get started
Install the automotive template
Paste the snippet on model and configurator pages, send drives, orders and deliveries from your dealer system, and the retail board ranks models, dealers and advisors by what gets delivered.
- 11 events
- 15 metrics
- 3 funnels
- 1 dashboard
Free plan included. App SDKs for dealer and owner apps.