Most dealers know what they spend on marketing and have no idea what it earns. Turn your spend, leads, and closing rate into the only number that matters — cost per car sold — plus your real ROI and break-even units.
A channel can have the cheapest leads on the lot and still lose you money if those leads never close. Cost per lead tells you what you're paying for attention; cost per car sold tells you what you're paying for revenue. Judge every channel — Facebook Marketplace, your website, third-party listings, referrals — on the second number, and the “expensive” source that closes often beats the cheap one that doesn't.
And closing rate is the quiet lever: it costs nothing to improve and it moves your cost per sale as hard as spend does. Before you add budget, look at what happens to your numbers if you close one more lead in ten.
This calculator works one channel at a time. DealerVLO tracks the lead source on every inbound lead and ties it to the deal that closes, so cost per car sold by channel stops being a spreadsheet you never update and becomes a number you can actually see.
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