Company: TRUE
Filing Date: 2025-11-06
Form Type: 10-Q
Source: 0001327318-25-000065
Chunk: 190

Company: TrueCar, Inc.
Filing Date: 2025-11-06
Form: 10-Q
Item: Part I, Item 1
Chunk 190
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 our net deferred tax assets at September 30, 2025 and December 31, 2024, as it is more likely than not that some or all of our deferred tax assets will not be realized. As a result of the valuation allowance, our income tax expense is significantly less than the federal statutory rate of 21%. For the nine months ended September 30, 2025 and 2024, our provision for income taxes reflects state income tax expense.

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Key Metrics

We regularly review a number of key metrics to evaluate our business, measure our performance, identify trends affecting our business, formulate financial projections and make operating and strategic decisions.

 Three Months Ended September 30,Nine Months Ended September 30, 2025202420252024Average Monthly Unique Visitors5,555,943 6,862,059 5,619,740 7,436,985 Units (1)87,460 94,619 262,719 262,426 Monetization$491 $490 $512 $491 Franchise Dealer Count8,225 8,303 8,225 8,303 Independent Dealer Count2,794 3,106 2,794 3,106 

(1)We issued full credits of the amount originally invoiced with respect to 785 and 920 units during the three months ended September 30, 2025 and 2024, respectively. We issued full credits of the amount originally invoiced with respect to 2,629 and 2,759 units during the nine months ended September 30, 2025 and 2024, respectively. The number of units has not been adjusted downwards related to units credited as discussed in the description of the unit metric below.

Average Monthly Unique Visitors

We define a monthly unique visitor as an individual who has visited our website, our landing page on our affinity group marketing partner sites, or our mobile applications within a calendar month. We identify unique visitors through cookies for browser-based visits on either a desktop computer or mobile device and through device IDs for mobile application visits. In addition, if a TrueCar.com user logs in, we supplement their identification with their log-in credentials to attempt to avoid double counting on TrueCar.com across devices, browsers and mobile applications. If an individual accesses our service using different devices or different browsers on the same device within a given month, the first access through each such device or browser is counted as a separate monthly unique visitor, except where