Fullpath Attribution

 

Fullpath Digital Advertising Attribution:

• Phone Calls - This metric combines clicks on the Google Ads call extensions added to your ads AND calls tracked via DNI from numbers displayed on the your website (either the DNI Fullpath sets up on your behalf using Google's DNI, or using the numbers from any third party services you may be using and has been provided to Customer Success Manager).
  
  
  • • We attribute phone call leads on calls lasting over 60 seconds as verified by Google. 
      
      
• Reported leads - This metric includes all submitted lead forms from shoppers who came to the dealership site via your ads . Although not all conversions are facilitated by Fullpath, our snippet, which is placed across the entire site, is "listening to" to all visible forms onsite and therefore we are able to use input tracking to count leverage data from conversions which take place onsite, but outside the Fullpath ecosystem. Read more to learn about leads, reported leads, and conversions.
  
  
  • • We attribute Fullpath leads only for conversions which occur from Google Search of Display traffic within 30 days of the ad-click.
      
      
    • We attribute Fullpath leads only for conversions which occur from Meta (Facebook, Instagram) traffic within 7 days of the ad-click.

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Fullpath Website Engagement Attribution:

• Reported Leads: Includes shoppers who convert on any of the active widget modules on your website (E-price, Book Appointment, Test Drive, etc.) Read more to learn about leads, reported leads, and conversions.
  
  
• Click to Call (CTC): Includes shoppers who have clicked on the phone call icon inside the Fullpath widget to call the Dealership
  
  
• Chat Conversations: Fullpath also reports conversations facilitated inside a Chat (either on the Fullpath standard ChatBot or on the FullpathGPT) >> if these conversations end in a conversions, the number will be displayed in Reported Leads
  
  

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Fullpath Audience Activation Attribution

• 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, meaningful activity occurs within a 90-day timeframe).
  
  

• 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 often occur earlier in the previous month even though the sale was finalized during the selected date range.
      

    • This window is anchored around email activity, opens, and clicks. The 90-day count will "restart" if an email was reopened and another click within 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.

Important to note

Wholesale or Dealer Trade data is removed from reporting and attribution automatically and by default.