The goal of Fullpath's Audience Activation is to generate more revenue for your dealership by automatically identifying and strategically engaging with customers in your CRM. To better understand performance and success, below are some helpful definitions:
| → Engaged: Engaged opportunities are known shoppers pulled from your CRM with whom we've initiated communication (i.e. sent them emails). |
|
 |
|
|
|
|
|
→ Active Shoppers: Active shoppers are known shoppers pulled from your CRM who have engaged with Audience Activation (i.e. received an email and interacted with it in a meaningful way).
Meaningful activity includes opening the email IN ADDITION TO clicking on an email or visiting your website. We can assume that a shopper who has received an email within this time frame is visiting your website due to this interaction.
|
|
 |
|
|
|
|
| → Leads: Leads attributed to Audience Activation are Active Shoppers who within 90 days have become leads in your CRM (i.e. converted on your website, called your dealership, and/or walked into your dealership). |
|
 |
|
|
|
|
|
→ Sold: Sales attributed to Audience Activation are Active Shoppers marked as SOLD in your CRM during the selected date range.
Important to note: engagement, activation, and conversion to a lead may have occurred earlier even though the sale was finalized during the selected date range.
|
|
 |
Click- and view-through windows and attribution
Audience Activation has a 90-day Click-Through Window, which means we attribute leads and sales to Fullpath's engagement if meaningful activity occurs within a 90-day timeframe. Meaningful activity for leads and sales is further defined above. If during these 90 days, a shopper who received an email has a new lead associated or a closed Sale associated, our platform will attribute this to this engagement.
This window is anchored around email activity, opens, and clicks. The 90-day count will "restart" if an email was reopened and another click in it is logged 30 days after the original send - so the window slides and we start counting the 90 days from the second open, not the original.
