Lead Source Report Cards

What Each Lead Provider Really Closes At

Close rates for 12 lead providers, measured across 900,037 leads at independent dealerships. Across every source in this sample, leads close at 4.5% — here is who beats that and who doesn't.

Lead providers

By close rate By volume
Provider Close rate Leads/dealer/mo Dealerships Leads
Carsforsale.com 7.0% 33 101 29,771
Dealer Car Search 4.8% 78 55 43,194
Capital One 3.5% 64 70 36,635
Autotrader 3.0% 73 169 111,397
Edmunds 2.5% 37 49 16,930
CarGurus 2.4% 167 228 382,074
CARFAX 2.2% 65 153 92,837
Cars.com 2.1% 94 129 114,416
OfferUp 1.3% 31 26 7,250
TrueCar 1.2% 68 73 43,080
Facebook 1.0% 118 28 15,699
CarZing 1.0% 17 48 6,754

Leads from July 2025 to June 2026, counted as sold if they sold within 90 days. Green close rates beat the sample-wide average of 4.5%.

Head-to-head comparisons

Two providers compared inside the dealerships that run both, where the sales team is the same on both sides.

For comparison: the dealership's own channels

No paid provider comes close to a customer who already knows the dealership.

Channel Close rate Dealerships
Referral 35.2% 212
Repeat customer 34.4% 211
Walk-in 27.9% 250
Phone 12.6% 234

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