Overview
The Equity Impact Report shows an integrated view of all shoppers identified as having equity, as well as detailed reporting on equity-powered content and engagement these shoppers received. The Impact Report highlights the Equity Engagement Funnel to give the dealership team a better understanding of this valuable Shopper segment as well as how Fullpath has helped to engage and activate it.
Navigation
The Positive Equity Shopper Activity Report is nested in the Marketing tab, under the Power-Ups group, and labeled as Equity.*
https://dashboard.fullpath.com/equity/overview
* Not available on Curator-branded accounts — the Power-Ups group (and Equity) is not included in the Curator navigation configuration.
Page Layout
The Equity Impact 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 three sections in the Equity Impact Report:
- Equity Driven Engagement Funnel
- Equity Highlights
- Equity Vehicle Models
Equity Driven Engagement Funnel
The top chart of the Equity Impact Report shows all Shoppers taken from the Dealership CRM and DMS, identified as having any equity, positive or negative, in a vehicle.
These Shoppers are broken down by the amount of Equity they currently have in their last known vehicle, ranging from negative $8,000 to positive $8,000.
Funnel Metrics
| Metric | Definition |
|---|---|
| Equity Powered Engagements | Equity Engagements are generated by our Equity power-ups (e.g. an Equity email). |
| Unique Shoppers Contacted | Unique Shoppers who were contacted with equity-powered content, like Equity-based ads or emails. |
| Engaged Shoppers * | Shoppers who took meaningful action after they were contacted with Equity-powered content (e.g. opened an Equity email, clicked on an Equity ad, etc.). Read more about Audience Activation click-through-window and attribution. |
| Equity-Influenced Leads | Leads who were engaged and activated with Equity-powered content, within a 90-day window. |
| Equity-Influenced Sales | Sales who were engaged and activated with Equity-powered content, within a 90-day window. |
* Engaged Equity Shopper Metrics
The events which define a shopper as Engaged 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
Equity Highlights
The Highlights section includes a prime example of an Equity-Influenced Sale and Lead alongside a Hot opportunity, ready for engagement from your Dealership, right now.
Each of these links directly to the relevant Shopper page for a full view of the Shopper journey, engagement score, and Equity-related information.
Engaged Vehicle Models
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.
Drill-down Metrics
The Equity Impact Report focuses first and foremost on reporting, visibility, and transparency. Anywhere we can provide a list of known shoppers in a pre-filtered audience relevant to the metric in the Dashboard, this will be deep-linked within the CDP.