This granularity is a reason why the group moved away from advertising in traditional outlets in 2010 or 2011. Gail said he doesn't want to drop cash on the "hope plan" where he isn't sure if someone is seeing his group's ads.
His company, Gail said, is all about one-to-one attribution.
Instagram "is an incremental piece to what's happening on Facebook. It's an opportunity to extend your reach and showcase your content and creative [output] in a different type of landscape," said Trace Przybylowicz, Facebook's auto lead for industry relations and strategic growth.
"You're starting to see more happen now in the dealer community because of the evolution of [direct response] on the Instagram platform."
Examples of direct response -are buttons asking consumers to "shop now" or "learn more."
The evolving targeting capabilities on Facebook and Instagram over the years have given dealers more control over who sees their ads.
Based on CRM data, Gail said his stores can use Facebook's custom audience platform that allows it to reach its active consumers on the network.
The group can then separate those consumers based on age, location and models they own.
The data can be used to retarget those individuals when they cross over to Instagram.
"We know you've had your XYZ automobile for three years, we know you're a sports enthusiast, you like XYZ, it's probably time we start doing some sort of pull-forward offer for you that appeals to what you currently own," Gail said. "We're going to deliver you a message that's relevant for you, then see if you're going to take an action on it. If you do, and we find there are others like you, then we will try the same thing with them."