Case Study: CarGurus achieves 35% lower performance marketing cost-per-conversion with iSpot.tv

How CarGurus Proves TV’s Cross-Channel Impact

CarGurus, an automotive marketplace, used sophisticated multi-touch attribution for digital channels but lacked granular data to effectively measure TV advertising's impact. They partnered with iSpot.tv to help prove their hypothesis that TV ads were driving lower-funnel conversions and not just brand awareness.

By integrating iSpot's precise TV ad exposure data, CarGurus could analyze user-level interactions and create control groups. This solution from iSpot.tv revealed that consumers exposed to TV ads required fewer paid clicks to convert, leading to a 35% reduction in performance marketing cost-per-conversion and a 2x higher likelihood of visiting the site from branded searches.

CarGurus

Scott Veidenheimer

Sr. Data Analyst – Brand Marketing