Get the answers to the most commonly asked questions about CarGurus products.

Listings FAQs

How does CarGurus set dealer pricing?

Our subscription prices are tailored to each dealership’s specific characteristics, lead and connection performance, and market area, and factor in conservative margin estimates to ensure you can maintain a healthy return on investment from your CarGurus subscription.

We encourage you to have a detailed conversation about connection and lead volumes, close rates, and profit per car with your rep to understand how CarGurus is delivering a positive return on your investment.

Does CarGurus' deal rating factor in the correct trim and options?

CarGurus’ deal rating takes many factors into account, such as make, model, year, trim, options, mileage, vehicle history and geography.

This information comes to us via your inventory feed. We work closely with hundreds of feed providers, and the vast majority of trim and options data comes through correctly.

However, in the rare cases that incorrect information is displayed, we make it easy for you to check and update the trim and options on your cars in our dealer dashboard.

Does the deal rating account for all the reconditioning I did?

Our CPO deal ratings do factor in reconditioning, as those programs are standardized by OEMs and we can verify the data.

However, unlike trim and options, individual dealer reconditioning isn't a standard enough item for us to programmatically figure it into deal ratings. In this case, our recommendation is for you to highlight the reconditioning in the listing text and price it as you see fit.

Does inventory from paying dealers get better deal ratings than inventory from dealers on the free product?

A dealer's subscription status is not part of the algorithm that determines a car's IMV or deal rating. The only dealer factor included in the deal rating is the dealership rating, as determined by consumer reviews on CarGurus. Higher-ranked dealers get a small lift in their deal ratings to represent that dealer's better reputation.

This unbiased approach to search rankings has been a differentiator of ours since the company was founded. We've always believed that what is best for the car shopper is best for the dealer, and that starts with providing a trustworthy experience on our platform.

What can I do if someone leaves me a negative or fraudulent review?

The email notification you get when a shopper leaves a review includes an invitation to respond to the review directly or challenge it as fraudulent.

The best approach to negative reviews is to respond publicly, honestly, and calmly. Keep in mind that you're not necessarily trying to win the reviewer over -- you're writing a response to demonstrate to other shoppers that you're professional, reasonable, and trustworthy. 

If a review goes beyond just being negative into actually being deceptive or fraudulent, we'll look into it. Keep in mind:

  • We will not remove negative reviews simply because they're negative. We will remove fraudulent reviews, we just need you to submit evidence of the fraud. 

  • CarGurus strongly discourages dealerships from asking customers to write reviews while still at the dealership or providing any financial incentive to a consumer for leaving a review.

  • Though they are still available to users, we do not include reviews older than 2 years when calculating a dealer's overall rating.


Why is my inventory on your site if I didn’t send it to you?

This can happen for a few reasons:

  • Some of our partnerships with OEMs and dealer groups include automated inventory feeds
  • Your inventory software or web site software may be configured to automatically syndicate inventory to us and possibly other third-party sites
  • An old integration between CarGurus and your dealership might still be running

CarGurus does not scrape inventory. Inventory on CarGurus comes from feeds that dealers send us through the dealers’ inventory partners or web site host partners.

If your inventory is appearing on CarGurus and you’d like it removed, use this form or call (800) 227-4878 (9am – 5pm Eastern, M-F).


What’s required to get started with RPM campaigns?
  1. Have your website provider add a tracking pixel to your website, for reporting on performance.
  2. Provide access to your dealership's Facebook account to run ads there.
  3. Continue providing your inventory feed to CarGurus -- this is central to both listings and to RPM campaigns. 

We'll provide detailed instructions as part of the setup phase, but it's all very straightforward: we want to make it easy for you to get started. 

How much customization do I have control of for the ads? Can I update the ad copy?
  • You will be able to access to CarGurus ad templates for static brand ads. We will request your tagline during onboarding and it can be updated throughout your RPM subscription.
  • Inventory-specific ads will dynamically update based on specific dealership and vehicle information, so there is no customization available for this ad type.
How often do the RPM campaigns update based on my changing inventory?

CarGurus RPM campaigns are synced directly with your CarGurus inventory and automatically update in real time based on any changes in your vehicles.

How is my monthly RPM campaign budget spent?
  • Your CarGurus RPM budget is strategically spent to market your ads across proven channels and drive qualified customer traffic to your dealership website.
  • CarGurus RPM uses an omnichannel approach to budgeting your marketing dollars to make sure you are getting traffic from different digital channels across the buyer journey. The exact share of spend going to each channel will vary from month to month as we learn which channels perform best for you.


What if I want to get co-op reimbursement for my RPM spend?

CarGurus is working with many major auto manufacturers to discuss co-op reimbursement process and logistics for the CarGurus RPM program. Please speak with your Account Manager to determine if co-op reimbursement is currently available.

Is there a way to review our RPM reporting metrics?
  • CarGurus RPM reporting metrics are readily available within your RPM Dealer Dashboard Account Tool.
  • CarGurus will be reporting on key digital marketing metrics, including direct traffic and influenced traffic metrics.
What are RPM ads and where do they run?
  • RPM ads run across several different channels including cargurus.com and Facebook. The ads are a combination of static brand creative (native ads that promote a dealership), and inventory-specific creative (vehicle ads based on shopper behavior and dealership inventory).

Want to do even more with the CarGurus audience?

Call 1-800-CARGURUS or fill out the form below.

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