What you can ask
These are the questions dealers ask Insights IQ, word for word, and the kind of answer that comes back. The same questions work in Claude and ChatGPT. Scroll to the bottom for a complete report built from a single question.
The question library
Every one of these is answered from your store's real data. Every answer states the store, the exact dates, and whether the numbers are new, used, or both.
Built-in briefings
These are waiting in Insights IQ, and in Claude or ChatGPT once Dealer Insights is added. Pick one, pick a store, done. Each gives you a phone-length version first and offers a shareable one-page report.
Every morning
Daily Marketing Pulse
Yesterday: website activity and lead conversions vs. the day before, new alerts, and whether the ad budget is on pace.
Weekly
Weekly Performance Summary
Last full week vs. the week before: traffic, lead conversions, vendors, budget pace, and alerts. The two or three changes that matter and what drove them.
Monthly
Month-End Scorecard
The full report card for the most recent completed month: findings, highlights, spend vs. budget, and the one thing to fix.
Any time
Vehicle Ad Check-Up
Cars missing from your vehicle ads, cars getting attention but not selling, aging cars shoppers never see, and how fast new arrivals start showing.
Before the vendor call
Vendor Accountability Report
One vendor, three months: what you paid, the traffic and engagement they drove, lead conversions, which vehicles they promoted, and any sold units traced back. Facts you could read to the vendor on the call.
Any time
Performance Max vs. Shopping
Both vehicle-ad types get clicks. This compares what the visitors do next, per visit, on mobile and desktop, and where they drop off.
Any time
How's my ad budget pacing?
On pace, over, or under, in dollars and percent, search ads and vehicle listing ads separately.
Weekly
Where did my lead conversions come from?
Last week's lead conversions traced to the sources that drove them, compared to the week before, with anything that moved a lot flagged.
When something feels off
Is my tracking and inventory feed healthy?
A plumbing check: is the inventory feed importing, is conversion tracking working, what's affected, and who you'd call to fix it.
Groups · weekly
Group Weekly Summary
Every store, last week vs. the week before. Who improved most, who slipped most, alerts by store, ranked by what needs attention first.
Groups · monthly
Group Month-End Scorecard
The month, store by store: traffic, lead conversions, vendor highlights, spend vs. budget. Strongest, weakest, biggest problems.
Then keep going
Every answer ends with the next question
Two or three follow-ups in your voice, computed from what it just found. Tap one.
One question, the whole report
A dealer asked: “Compare my Performance Max and Shopping campaigns. Which one sends visitors who actually shop?” Here is the report, condensed. Store name withheld. Numbers real.
A Hyundai store in Texas · Vehicle listing ads · New + used
Performance Max wins, and it wins on the click and after it. It earns the click at a higher rate and a lower cost, its visitors browse the lot instead of looking at one car, and they raise their hand about 1.8× as often per visit. Shopping visitors are not bad traffic. They engage at a similar rate and look harder at the specific car they clicked. But they land on that one vehicle page, look at its photos, and leave without searching inventory. The drop-off is between the landing page and the first form or call, not inside the form: Shopping visitors who do start a form finish it more often.
| Metric | Perf. Max | Shopping |
|---|---|---|
| 1 · Did shoppers show up? | ||
| Click-through rate | 5.99% | 0.90% |
| Cost per click | $1.70 | $1.81 |
| Clicks that became a website visit | 70% | 82% |
| 2 · Did they shop once they landed? | ||
| Engagement rate | 78.5% | 74.3% |
| Time engaged per visit | 116 s | 71 s |
| Pages per visit | 4.62 | 2.07 |
| Inventory searches per visit | 2.93 | 0.47 |
| Vehicle pages per visit | 0.82 | 1.38 |
| Photo views per visit | 9.46 | 11.90 |
| 3 · Did they raise their hand? | ||
| Form starts per 1,000 visits | 55.6 | 33.1 |
| Form finish rate | 25.4% | 36.8% |
| Lead conversions per 1,000 visits | 29.4 | 16.6 |
| Click-to-calls per 1,000 visits | 20.1 | 5.2 |
| Cost per lead conversion | $82.72 | $132.92 |
Click-through rate isn't apples to apples: Shopping ads render as product tiles on Google Search and rack up impressions Performance Max never sees. Cost per click and everything below the click are the fair comparison.
Shopping wins exactly two things after the click: vehicle pages per visit and photo views. That is the profile of a visitor who lands directly on the car in the ad, studies it, and stops. They run an inventory search one-sixth as often, see less than half as many pages, and stay 45 seconds less. Because they never move from the one car to the rest of the lot, they start a form 40% less often and tap to call one-quarter as often.
Performance Max has its own leak, concentrated in one campaign: the New-vehicle Performance Max campaign logged 31 form starts and 1 submission (3.2% finish), against 44.4% for the Focus campaign and 22.6% for Used. That single campaign is where most of Performance Max's finish-rate deficit comes from.
Yes on both, though desktop narrows it. Mobile is where the money is (73–86% of visits) and mobile is where Shopping loses hardest: Performance Max mobile visitors convert 1.8× as often and call 4× as often. On desktop the two are closer, but Shopping's desktop figure rests on 5 lead conversions from 147 visits and is not a number to plan around.
Both improved, and the reasons are visible in the campaign list. The Performance Max Focus campaign went from $94 to $1,105 in spend and is now the best converter of the five, with the lowest cost per click. The Shopping Focus campaign, which spent $805 last period for zero lead conversions, is effectively gone, and Used Shopping was scaled up. That is real progress, but it moved Shopping from “not working” to “half as good as Performance Max per visit.”
Source: Dealer Insights, Google Ads campaign performance (shopper engagement view, vehicle listing ads network) and GA4 session behavior tagged by campaign, Aug 13 – Sep 9, 2026 and Jul 16 – Aug 12, 2026. Lead conversions = form + chat + voice + video submissions; click-to-calls counted separately. Spend is net of agency fees. Condensed for this page; the dealer's copy includes the full device tables and campaign-level detail.
Seven questions for the agency, a caveat the dealer needed to know, and a verdict they can act on. Nobody built a pivot table. It took about ninety seconds.
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