Connected outcomes.

The loop is closed. Finally.

How Hyundai used carsales CAPI to see exactly how carsales contributes to leads, on the marketplace and on Hyundai.com.au.

See the resultsHow the campaign worked
Client
Hyundai Australia
Objective
Prove carsales' lead contribution
Solution
carsales CAPI
Campaign
2 April to 19 May 2026

More data than ever.

Less clarity than ever.

Automotive marketers are drowning in reporting, attribution models and performance claims.

Channels

  • TV
  • Radio
  • OOH
  • Print
  • Digital
  • Social
  • Platform

Publishers

Each have their own:

  • Reporting
  • Attribution
  • Claim to performance
  • Signal loss across digital channels and devices

Journey

Shoppers research and compare across multiple platforms1, backtrack and visit additional platforms2, environments and devices, all over their six-month journey3.

Pinpointing what channel and publisher influenced a sale is incredibly challenging for OEMs.

The problem is knowing which signals to trust and having visibility around them. That's not an advertiser problem. That's an industry one.

The global platforms know everyone.

We know your buyer.

As Australia's automotive marketplace, we feel responsible to bring greater visibility, transparency and accountability to the journey.

8.5M

Average monthly users on carsales4

A car sold every 18 seconds on carsales5

In 2024, carsales launched CAPI. One transparent view connecting:
  • In-market shopper behaviour
  • Onsite actions on carsales
  • OEM website outcomes
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The Hyundai test

Two audiences. No overlap. One connected view.

On network

carsales SUV intenders

carsales in-market shoppers showing SUV intent. Searching, comparing and shortlisting on carsales.

Measuring leads generated on carsales

Off network

Closing the loop with CAPI

The same in-market shoppers, re-engaged on Hyundai.com.au.

Measuring key buying actions and leads on Hyundai.com.au

Hear it from the team.

Three ways CAPI

drives lead efficiency.

The strongest campaigns don't choose between the marketplace and the OEM. They connect both.

3.33x
More cost-effective CPL against Hyundai benchmark⁶
carsales first-party data Driving leads on carsales +233% more leads v Hyundai benchmark⁶
2.83x
More cost-effective CPL against carsales benchmark⁷
Hyundai.com.au Driving key buying actions* and leads on Hyundai.com.au 183% more leads v carsales benchmark⁷
2.79x
More cost-effective CPL against Hyundai benchmark⁸
Combined both platforms Capturing intent where the shopper enquires 179% more leads v Hyundai benchmark⁸
+52%

More leads captured through CAPI attribution in the 14 days after the campaign. Conversions that were always happening, finally visible.

The CAPI test gave us a much clearer view of how carsales was contributing to Hyundai leads across both carsales and H.com. Importantly, it helped demonstrate that carsales could generate incremental leads for Hyundai and the dealer network, rather than simply competing for or re-attributing the same customer. That was a really valuable learning for us and has helped shape how we think about future media and measurement.
Kristina Dujo
Senior Manager, Retail and Performance Marketing, Hyundai

The platforms built closed loops around everyone.

carsales built one for car buyers.

The future of automotive media won't be defined by who delivers the cheapest reach. It will be defined by who can clearly demonstrate how their audience influences real buyer outcomes.

Over crediting last click
Valuing the full journey
Optimising cheapest traffic
Investing in intent
Measuring what's easy
Measuring what's true

The solutions behind the results.

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See what your audience

is really doing.

Talk to your carsales mediahouse account manager about using CAPI to connect carsales intent with outcomes on your own website.

Get in touchExplore our solutions

More case studies

Sources

  1. carsales Australia's Car Buyer Report 2026, car buying intenders or recent owners, n=2,008. Use of car comparison websites or apps while re-evaluating.
  2. carsales Australia's Car Buyer Report 2026, n=2,008. Platforms used after stopping, pausing, going backwards or starting over in the purchase process.
  3. carsales Australia's Car Buyer Report 2026, recent owners n=504. Approximate time spent at each stage of the journey.
  4. Google Analytics, deduped users, April to June 2026.
  5. carsales internal survey data, collected from dealers and private sellers, 1 July 2024 to 30 June 2025.
  6. carsales internal data, comparing carsales onsite SUV intender leads to the Hyundai CPL benchmark volume. Campaign dates 2 April to 19 May 2026.
  7. carsales internal data, comparing Hyundai.com.au leads with SUV intender leads and CAPI-attributed leads on Hyundai.com.au. Campaign dates 2 April to 19 May 2026.
  8. carsales internal data, comparing total leads against the Hyundai CPL benchmark. Campaign dates 2 April to 19 May 2026.

*Key buying actions = request a call, brochure download, finance complete (capturing customer data).