An average internet depart has some software in place to track the leads and respond to customers. It may be something as simple as an email box, or as complete as lead management software such as AVV or Salesforce.com.
Average automotive online metrics come from many different sources such as:

• Franchise Website (Cobalt, Dealer.com, Dealerskins.com, factory website, personal website)
• Search marketing campaigns (Google, Yahoo, Bing)
• Third party lead providers (Edmunds, Autobytel.com, Cars.com)
• Internet sales department tool (email, AVV, who’s calling)

All of these sources provide their own metrics creating a large quantity of data points, but what does it mean to you and how do you use it? How does it relate to your dealership’s marketing plan, your Internet Sales Team, and your profits? Are you returning a positive return on investment?
Simply start at the beginning
First, you need to get a solid idea of what you know and what you don’t know—what you should be tracking and analyzing, and ways to use that information. Once you gather the data, the next step is to identify what’s important to your business. The metrics that drive success and profits are the ones that become the metrics to benchmark.
Establish your baseline performance using your own online marketing intelligence that you already have access too. Establish a baseline before you integrate any changes into your marketing or sales process with search engine optimization, pay-per-click marketing, sales training or other system enhancements.