Terms and Definitions
→ Contacted: Contacted opportunities are known shoppers sourced from your CRM, DMS, list upload etc. with whom we've initiated communication (i.e. sent them emails, SMS, Equity comms).
→ Engaged Shoppers: Engaged shoppers are known shoppers sourced 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.
→ 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).
→ Sold: Sales attributed to Fullpath Engagement are Engaged 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.
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.
Important to note: The 90-day attribution period is based on the last "event." |
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.