Standardization Tracking Isn’t Limiting — It’s Foundational

Let’s be clear: standardization doesn’t always mean stifling innovation.

We’re all for additional tracking layers, more granular event data, and customized solutions — on top of the industry standard. But the foundation needs to be consistent. When a platform ignores ASC specs, it doesn’t just make reporting harder — it disconnects dealers from the rest of their marketing ecosystem.

So, that’s not just a technical issue. It’s a strategic one.

Data Access Isn’t One-Size-Fits-All — But the Basics Should Be

We recognize that every OEM, vendor, and dealer has different needs. Who gets access to what data, how it’s shared, and which analytics tools are prioritized can (and probably should) vary.

But that doesn’t mean the basics should be negotiable.

Like key conversions — lead form submissions, or click-to-calls — these should be tagged the same way across the board. It’s how we can help dealers compare performance, optimize effectively, and avoid wasting ad dollars.

Why This Matters for Dealers, and Vendors

Here’s what happens when standards get ignored:

• Ad platforms like Google Ads can't track conversions properly.
• Customer Data Platforms (CDPs) can break or collect incomplete data.
• Agencies can't measure ROI clearly.
• Dealers lose visibility and control over what’s working.

That’s not a seemingly efficient and effective future we want. And we know our partners don’t either.

Our Stance at Team MXS

We proudly support the ASC specification — and we believe any modern, dealer-focused vendor or platform should do the same. It’s not about being part of a trend. It’s about doing what’s right for the people who actually use the data every day.

If you want to build on top of the standard, go for it. If you want to innovate, let’s go. But if you're asking dealers to operate in the dark or rebuild their tracking from scratch… you’re part of the problem.

So What is the Conclusion?

The Automotive Standards Council specification is worth being that, a standard. It is one of the best moves this industry has made to simplify digital reporting and empower dealers and marketers to clearly see performance.

If we let that slip away, we’re going backwards.

So yeah — good standards do need to be defended. And at Team MXS, we’re here for that.