The Positive Equity Shopper Activity Report shows both high level metrics about shoppers identified as having positive equity, as well as detailed data around exactly how and where those shoppers were engaged and what was the resulting activity generated.
The Positive Equity Shopper Activity Report is nested in the Marketing Solutions tab and labeled as Equity https://dashboard.fullpath.com/equity/positive-equity
The Positive Equity Shopper Activity Report is set to look at the current month by default. You may click to adjust the dates and examine previous months as well.
There are two sections to the reporting: Equity Activity and Equity Leads and Sales.
The top line tabs may each be clicked into for more drilled down data about each subgroup.
Within each section, the segments of Positive Equity Shoppers are clickable with links leading to the Shopper Analysis page complete with preset filters according to the conditions from the Equity reports, already applied.
Equity Shopper Metrics
- Positive Equity Shoppers: The number of Shoppers identified as having positive equity (this number is calculated daily)
- Engaged Equity Shoppers: The number of positive equity shoppers engaged with Fullpath automated emails *
- Active Equity Shoppers: The number of positive equity shoppers who received equity emails and took some meaningful action subsequently (read more about Audience Activation click-thru-window and attribution).
|* There are several reasons why you may not see a higher percentage of engagement within the Equity reporting (and for that matter, within any of our other products as well). We engage Shoppers that show intent and with whom our system decides is ripe for engagement. We don't want to bombard or spam shoppers so we engage those who the system thinks are most likely to interact and take meaningful actions.
Additionally, just because we have identified a positive equity Shopper does not necessarily mean we have a valid email for them. And to continue with this logic, even if we have a valid email for a positive equity Shopper, doesn't mean we can email that Shopper (some are marked as Do Not Contact in your CRM). You should expect engagement numbers will always be less than the total identified positive equity shoppers.
Active Equity Shopper Metrics
The Activity Types which place a shopper in the Active category after opening an Equity email include:
- clicking on one of the email links
- visiting the dealer website
- clicking on a Fullpath ad
- filling out a lead form onsite
- calling the dealership
We track several types of web pages Active Equity Shoppers visit during the month of data you're examining. These page types include:
- The homepage
- Search Results Pages (within the dealer website)
- Vehicle Detail Pages
- Finance related pages
- Specials pages
- Others (non classified)
We track the most popular models visited by Active Equity Shoppers during the month of data you're examining. This activity on VDPs is listed showing the top condition + make + model.
Equity Leads and Sales
The lower section of the Positive Equity Activity reporting includes an enablement piece which identifies the Dealership salespeople pulled from the Dealer CRM and how many equity positive leads they are/ were working during the selected month date range.
The second tab displays positive equity shopper sales broken down by which Salesperson at the Dealership closed the deal (as marked in the dealership CRM).