Leading Brands in the US Auto Category: Q4 2024 Insights

In Q4 2024, the US Auto category saw significant digital engagement across several leading brands. This article explores the performance of Toyota, CARFAX, and CarGurus LLC, focusing on their websites and apps, as well as their advertising strategies. Sensor Tower’s comprehensive data provides a unique look at these trends, delivering valuable insights into cross-platform user behavior.

Toyota

Toyota is renowned for its innovation and reliability, maintaining a strong digital presence with its website, toyota.com, and the Toyota app.

• Audience Trends: From Q3 to Q4 2024, toyota.com experienced a fluctuating pattern, with visits starting at 56M in September and rising to over 68M by December. The monthly true audience remained stable above 10M throughout the quarter.

• App Engagement: The app witnessed a steady increase in monthly active users, growing from approximately 2.4M in September to nearly 3M by December, indicating a shift towards mobile engagement.

• Ad Spend & Channels: Toyota's advertising strategy shifted, with a notable increase in OTT (Over-the-top media service) monthly ad spend in December, reaching over $3.4M, delivering significant impressions across various channels.

CARFAX

CARFAX is a trusted source for vehicle history reports, thriving with its website, carfax.com, and the CARFAX - New & Used Cars app.

• Audience Trends: Visits to carfax.com showed a seasonal spike, peaking at over 101M in December. The monthly true audience hovered around 8M during the quarter.

• App Engagement: App engagement remained relatively stable, with monthly active users fluctuating slightly around 900K throughout the quarter.

• Ad Spend & Channels: CARFAX increased its monthly ad spend significantly in December, investing over $3.5M, with OTT being a major channel for delivering impressions.

CarGurus LLC

CarGurus LLC is a leading online automotive marketplace, leveraging its digital assets, including cargurus.com and the CarGurus: Used & New Cars app.

• Audience Trends: The website saw a modest recovery, with visits climbing back to over 95M by December. The monthly true audience was consistently above 8M.

• App Engagement: The app's monthly active user base remained stable, hovering around 1.7M throughout Q4 2024.

• Ad Spend & Channels: CarGurus LLC's monthly ad spend decreased by December, with a focus on cost-effective channels, maintaining a presence on platforms like Facebook and Instagram.

Conclusion

In Q4 2024, Toyota, CARFAX, and CarGurus LLC demonstrated robust digital strategies, leveraging both web and app platforms to engage audiences effectively. Sensor Tower’s comprehensive data, including insights from Web Insights, App Performance Insights, and Pathmatics, offers an unparalleled view into these trends, essential for understanding and optimizing cross-platform user engagement in the competitive auto category. This data is crucial for decision-makers looking to stay ahead in the market, providing a strategic edge through comprehensive analytics.