Terms and Definitions
Check out this short 4 min video explanation of activation and attribution using Audience Activation as an example. The terminology and attribution also lend themselves to other metrics and reporting within the CDP including SMS engagement and Equity related engagement and activity.

→ Engaged: Engaged opportunities are known shoppers pulled from your CRM or DMS with whom we've initiated communication (i.e. sent them emails, SMS, Equity comms). |
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→ Active Shoppers: Active shoppers are known shoppers pulled from your CRM or DMS who have engaged with Fullpath Activation products (i.e. received an email, SMS, and interacted with it in a meaningful way).
Meaningful activity includes opening the email or SMS, IN ADDITION TO clicking on an email or visiting your website. We can assume that a shopper who has received an email or SMS within this time frame is visiting your website due to this interaction.
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→ Leads: Leads attributed to Fullpath engagement 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). |
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→ Sold: Sales attributed to Fullpath Engagement are Active Shoppers marked as SOLD in your CRM during the selected date range.
Important to note: engagement, activation, and conversion to a lead often occur earlier in the previous month even though the sale was finalized during the selected date range.
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Click- and view-through windows and attribution
Fullpath Activation leverages 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 / SMS 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 / SMS 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.