Performance Rating explained
To generate your Performance Rating, every day we calculate an expected response for search appearances, advert views and leads & connections. We then compare your advert response to this expectation and generate the Performance Rating. Performance Rating looks at the following characteristics: Make, model, trim, age, mileage, body type, fuel type and location of the vehicle.
Watch the video above for a more detailed explanation.
Performance Rating for each vehicle can be broken into these four categories:
Your advert generated much less response than expected.
Your advert generated less response than expected.
Your advert generated more response than expected.
Your advert generated much more response than expected.
What's the benefit to me?
Maximise your return on investment
Save time by focusing on problem adverts
See the results of your advert changes
How do I use it?
Quickly see which adverts need your attention and focus your time.
Understand performance at each stage of the buying journey and what you can do to improve it.
Helps you make informed decisions on what needs to be improved and shows the impact any amends you make have on your advert’s performance.
Optimise for the journey to purchase on Auto Trader
There are 3 key stages of the buying journey on our site and our new performance rating helps you optimise the journey between.
Are browsers finding your adverts?
- Advert quality
- Paid prominence
Are you attracting browsers onto your advert?
- Advert quality (image quality and attention grabber)
- Dealer rating
- Paid prominence
Leads & connections
Are you converting browsers into buyers?
- Contact methods - including live chat and text
- Advert quality (key information and descriptions)
- Dealer reviews
- Finance options
Jobs not journeys
Our latest Car Buyers Report highlighted that car buyers have many jobs to complete on their path to purchase. It’s not a simple journey. Buyers consider over four different brands on average, as well as two body types.
Read our latest car buyers report to make sure you answer buyers’ key questions on your Auto Trader adverts.