Agree the campaign and comparison
Choose the models, markets, media activity and observation period. Agree which buyer actions matter and how exposed audiences will be compared.
What your team receivesA measurement plan before the campaign starts
Independent automotive advertising measurement
Show what car buyers do after seeing your advertising
Sophus3 connects ad exposure with model research, car configurations and enquiries. Understand which campaigns attract interested buyers and where your next investment could work harder.
For car brands, agencies, publishers and media owners
Follow the automotive buying journeyIllustration
Campaign exposure
Streamed TVOnline advertising
Sophus3 attributionConnect exposure to website behaviour
Model research
Configurations
Sales enquiries
Measure the actions that bring a car buyer closer to an enquiry
02 / The measurement gap
A car-buying journey starts long before the final click
Someone can see a TV advert, read a review and research a model before returning to enquire. Reporting only the last click can miss the advertising and content that came earlier.
01TV advertExposure
02Car reviewPublisher visit
03Model pageBrand research
04ConfigurationVehicle choice
05EnquiryContact request
What you can see
Sophus3 connects available exposure and website records so you can examine what buyers did after advertising, including actions that happened before the enquiry.
Illustrative journey, not a tracked individual. Coverage depends on participating sites, media partners and the agreed measurement design.
03 / How Sophus3 measures the campaign
Connect advertising exposure with real automotive website activity
Our approach builds on eDataXchange, Sophus3’s automotive digital competitor benchmarking service, and specialist experience analysing online car buyers.
Record exposure and website actions
Bring together available advertising-exposure records and Sophus3 website tracking for model research, configurations, stock searches and enquiries.
What your team receivesA consistent view of automotive buying activity
Match within a secure environment
Sophus3 uses IP matching in a secure clean room to connect advertising exposure with website activity. The matching scope, permitted data and coverage are agreed with each partner.
What your team receivesConnected records with agreed privacy and security controls
Compare behaviour and recommend changes
Compare exposed and non-exposed audiences where the study design allows. Weighted engagement scoring brings buying actions together, while individual measures show where interest progresses or stops.
What your team receivesA campaign report with clear comparisons and recommendations
Agreed data permissions and security Consistent definitions of buyer actions Clear comparisons and limitations
04 / Published campaign evidence
Advertising influence you can see in buyer behaviour
Explore two published studies. Each uses its own comparison, so the figures describe different outcomes and should be read separately.
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Auto Match campaign measurement
Sophus3 matched ITVX Auto Match exposure with subsequent activity on participating car-brand websites and Carwow.
Comparison Standard ITVX campaign
Read the Sophus3 publication ↗Read ITV’s launch findings ↗+129%
More website visits
Across the car-brand site and related Carwow pages
+133%
Greater effectiveness at encouraging buying actions
Mid-funnel activity such as configurations and stock checks
−27%
Fewer competing brands considered
In the shortlists of Carwow users
A major European automotive brand
More activity around the advertised car
Sophus3’s May 2026 publication compared the behaviour of shoppers exposed to streamed TV advertising with average website behaviour.
Comparison Website average, as described in the publication
Read the May 2026 findings ↗+62%
More likely to start a lead form
Lead-form starts, not completed enquiries or sales
+98%
More likely to engage with the advertised model
Model engagement compared with average behaviour
+54%
More likely to record five visits
Repeat website activity among exposed shoppers
How to read these results
These are reported study findings, not a prediction for a new campaign or a count of vehicle sales. The public summaries do not provide full sample sizes, observation windows or uncertainty estimates. Agree those details and an appropriate comparison before assessing a campaign. A lead-form start is not a completed lead.
05 / A report built around automotive buying actions
Find out whether campaign visitors move closer to an enquiry
Select an action to see what a project can measure, the data it needs and the question your team can answer.
Campaign report / Model researchScope preview
See whether exposed visitors explore the advertised car
- What we measure
- Model-page visits, repeat visits and engagement with the advertised model.
- How your team uses it
- Review whether your audience and creative attract interest in the right car.
- What the project needs
- Exposure records; model-page tracking; an agreed audience comparison.
Campaign report / ConfigurationsScope preview
See whether interest progresses to choosing a car
- What we measure
- Configurator starts and completions, with agreed event definitions.
- How your team uses it
- Investigate whether campaign visitors move beyond browsing and where configuration stops.
- What the project needs
- Configurator tracking; event validation; device and audience breakdowns.
Campaign report / Stock and dealer searchesScope preview
See whether buyers explore how to get the car
- What we measure
- Stock searches, dealer-locator use and relevant retailer links.
- How your team uses it
- Check whether campaign traffic explores available cars and the next step towards a retailer.
- What the project needs
- Stock and dealer events; coverage across linked sites; observation period.
Campaign report / Sales enquiriesScope preview
See whether visitors begin or complete an enquiry
- What we measure
- Lead-form starts, completed forms and test-drive requests, where tracking allows.
- How your team uses it
- Compare enquiry activity and find form-completion gaps worth improving.
- What the project needs
- Validated lead events; duplicate handling; CRM access if separately agreed.
This is an interactive guide to report scope, not a screenshot of live client data. Specific breakdowns and outputs are agreed for each project.
06 / What it means for your business
Make the value of automotive advertising easier to demonstrate
Identify the audiences that research your cars
Compare buying activity after exposure and use the findings to question targeting, creative and media choices.
Find the gap between model interest and an enquiry
See whether visitors configure a car, search stock or begin a lead form, and where further investigation could improve completion.
Explain campaign performance with automotive measures
Bring independent evidence of buyer actions into planning discussions, alongside costs, reach and longer-term brand objectives.
Show what audiences do beyond your platform
Connect exposure in your advertising or content environment with subsequent activity on participating car-brand websites.
Support the value of your automotive audience
Use independently measured model research, configurations and enquiry activity to demonstrate value to advertisers.
Build a stronger case for the next campaign
Review audience and campaign differences to identify improvements, with methods and comparisons that advertisers can understand.
Independent of media sales Sophus3 does not sell advertising inventory. Our role is to measure and explain automotive buyer behaviour.
07 / From campaign brief to useful findings
Start with one campaign and the buyer actions that matter
We agree the scope before analysis begins, so your team knows what will be measured and what the results can support.
Brief the campaign
Identify the market, models, media partners, campaign dates and the question your team needs answered.
Confirm data and measurement
Check tracking, permissions, matching coverage, comparison groups and the observation window.
Review findings and next steps
Receive the analysis, its limitations and recommendations for the next campaign or website improvement.
Your project outputA clear measurement plan, campaign analysis and recommendations for your team
08 / Plan your attribution project
Bring your next automotive campaign into sharper focus
Tell us what you are advertising, where it will run and which car-buyer actions matter. We will help you define the measurement.
For car brands and agenciesDownload the brand overviewPDF ↓For publishers and media ownersDownload the publisher overviewPDF ↓Explore the workRead our automotive case studiesExplore →
Research and sources behind this presentation
- ITV, Auto Match launch brands and Sophus3 measurement partnership, 9 October 2025
- Sophus3, the effect of ITV and Carwow advertising, 14 October 2025
- Sophus3, streamed TV and automotive buyer activity, 12 May 2026
- Sophus3, why click-based reporting can miss earlier advertising influence, 3 February 2026
- Sophus3 and Carwow research partnership, 2 April 2025
- Sophus3 client and publisher attribution flyers, supplied project material, linked above
Presentation researched 6 October 2026. Published results retain their original dates and comparisons. Partner logos identify relationships represented in Sophus3’s supplied website material; no campaign outcome is implied for Amazon or Sky.
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