Lead providers
| Provider | Close rate | Leads/dealer/mo | Dealerships | Leads |
|---|---|---|---|---|
| Carsforsale.com | 6.9% | 32 | 100 | 28,457 |
| Dealer Car Search | 4.6% | 80 | 57 | 44,638 |
| Capital One | 3.5% | 65 | 71 | 38,606 |
| Autotrader | 3.0% | 72 | 172 | 110,556 |
| Edmunds | 2.4% | 36 | 48 | 15,491 |
| CarGurus | 2.4% | 165 | 231 | 375,474 |
| CARFAX | 2.2% | 65 | 154 | 95,035 |
| Cars.com | 2.1% | 95 | 130 | 115,045 |
| OfferUp | 1.3% | 31 | 26 | 7,059 |
| TrueCar | 1.3% | 65 | 73 | 39,692 |
| CarZing | 1.0% | 17 | 50 | 6,655 |
| 1.0% | 123 | 29 | 16,741 |
Leads from August 2025 to July 2026, counted as sold if they sold within 90 days. Green close rates beat the sample-wide average of 4.6%.
Head-to-head comparisons
Two providers compared inside the dealerships that run both, where the sales team is the same on both sides.
- CARFAX vs CarGurus · 89 stores
- Autotrader vs CarGurus · 78 stores
- CarGurus vs Cars.com · 74 stores
- CARFAX vs Cars.com · 58 stores
- Autotrader vs CARFAX · 52 stores
- Autotrader vs Cars.com · 47 stores
- CarGurus vs TrueCar · 35 stores
- Capital One vs CarGurus · 33 stores
- Capital One vs CARFAX · 29 stores
- CARFAX vs TrueCar · 28 stores
- Cars.com vs TrueCar · 28 stores
- CarGurus vs Dealer Car Search · 26 stores
- Capital One vs Cars.com · 25 stores
- Autotrader vs TrueCar · 19 stores
- CarGurus vs Carsforsale.com · 19 stores
- CARFAX vs Dealer Car Search · 19 stores
- Capital One vs TrueCar · 18 stores
- Autotrader vs Capital One · 18 stores
- CARFAX vs Carsforsale.com · 14 stores
- Cars.com vs Carsforsale.com · 12 stores
- Cars.com vs Dealer Car Search · 12 stores
- Autotrader vs Dealer Car Search · 11 stores
- Autotrader vs Carsforsale.com · 10 stores
- CarGurus vs Edmunds · 10 stores
For comparison: the dealership's own channels
No paid provider comes close to a customer who already knows the dealership.
| Channel | Close rate | Dealerships |
|---|---|---|
| Repeat customer | 34.5% | 211 |
| Referral | 34.5% | 213 |
| Walk-in | 28.0% | 262 |
| Phone | 12.3% | 244 |
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