Research · Auto repair
Flying blind
A website can receive visits, calls, and booking requests without showing which pages produced them. Nearly seven in ten websites had neither of the two common tracking tools we checked.
Nearly seven in ten websites had neither Google Analytics nor Facebook Pixel detected.
Google Analytics appeared on 1,924 websites. Facebook Pixel appeared on only 152, or 2.4%. A total of 1,935 websites had at least one of the two tools detected.
A website without feedback
Without measurement, a business can know that the phone rang but not which page, campaign, or search led the customer there. Decisions about advertising and website changes then rely on impressions rather than evidence.
These two tools are not the only analytics products available. Their absence is still useful because they are common, detectable signals that someone has connected the website to a measurement system.
How we got these numbers
We analyzed valid websites associated with businesses categorized as auto repair. Each website was counted once and checked for Google Analytics and Facebook Pixel.
Complete results were available for 6,382 websites. At least one tool was detected on 1,935 websites, while neither was detected on 4,447. Another 46 websites had an incomplete result and were excluded from the percentage.
An honest limitation: these are the businesses we chose to analyze, not a random sample of the industry. Neither detected does not prove that a website has no analytics because another platform or server-side implementation may be in use.
What to do about it
- Check whether analytics is installed. Do not assume the website company added it.
- Track useful actions. Measure calls, forms, booking clicks, and directions.
- Connect campaigns to results. Use tagged links so paid and organic traffic are distinguishable.
- Review the numbers monthly. Tracking only matters when it changes a decision.