Audiences: Audience Builder

Overview

Audience Builder is a powerful tool that lets you create targeted lists of CDP shoppers based on hyper-specific filter criteria. Use it to segment your audience, activate campaigns, export data for external analysis, and manage dynamic audience lists that update automatically as shoppers match or fall out of your filters.

Learn about the Fullpath AI Audience Builder

Learn about Boolean Filter Logic and Best Practices

Where to Find It

https://dashboard.fullpath.com/shoppers/saved-filters

 

Audience Data Types

Audiences may be built using the following data types:

• Shopper Details
• CRM / DMS Activity
• Website Activity
• Finance Activity
• Marketing Activity
• Customer Source
• Custom Data Source
• Agents
• Enrichment (for accounts with Enriched Data)
• Buying Signals (for VinSolutions clients)

Building an Audience

Dynamic Audiences with Time Period Filters

Saved audience lists using the Time Period function are updated dynamically. As new shoppers fit or fall out of the conditions saved in your filter, the number of shoppers in that list increases or decreases accordingly.

Use Case: Save a list of leads with a missed appointment on record from the last 30 days (where time = past, number = 30, and unit = days). Come back into the list each day to see the latest additions update dynamically.

Core Functionality

The Audience Builder supports several core functionalities for building, managing, and activating audiences.

Save

Save your audience and assign it an internal name. Saved audiences become Dynamic Audiences and are updated automatically each day.

• Save — Save for the first time
• Save Changes — Modify something that's been saved before
• Save as New — Save modifications as a new audience

Activate

Activate your audience within Fullpath or externally. This functionality is available only once an audience is saved.

• Activate automatically with Fullpath
• Activate manually with Fullpath
• Activate externally off platform

Additional Actions

Share

Create a deep link to the built audience which may be shared with anyone who has access to the CDP Dashboard. The link is copied to the clipboard on whatever device the user is on.

Export as CSV

• Export the audience as a standard Comma Separated Value file type for use in Excel, Google Sheets, or other external analysis or marketing platforms
• This one-time export allows you to take an audience and use it outside of the Fullpath ecosystem
• Important: Once exported, it will not update dynamically
• A progress bar provides real-time feedback during longer exports

Subscribe

The Report Subscriptions feature allows users to subscribe to receiving audience reports at the time and cadence they want. Learn more.

Distribute Audience / Manage Distribution

Learn how to distribute audiences across stores

Enable / Revert SMS for Shoppers

This setting requires an admin on the account to first enable SMS communication override. Once that override is enabled, users may select a saved audience and enable SMS for shoppers in that specific list. This action may be reverted by an admin.

Add / Remove Columns

Customize your audience view by adding or removing columns to analyze the data most relevant to your team. Selected columns also appear in CSV exports and audience report subscriptions.

Additional Column Options (beyond defaults):

Audience Builder Filters

All filters use AND/OR/NOT group logic. Text inputs use contains logic and are case-insensitive unless noted. Date inputs support both absolute date ranges and relative time periods.

Shopper Details

• Name — text (contains)
• Consent Status — Email: dropdown, single select (subscribed, unsubscribed) / SMS: dropdown, single select (opted-in, opted-out)
• Dealership Loyalty Score — number range 0–10
• Marketing Engagement Score — number range 0–10
• Distance from Dealership (miles) — number range, min 0
• Customer Type — single-select: Business, Individual
• Last Marketing Touchpoint — date range
• Last Service RO — date range
• ZIP Code — text with ZIP validation
• City — text
• State — multi-select dropdown, all 50 US states (abbreviation)
• Garage — contains:
  • Ownership Status — single-select: Currently Owned, Previously Owned
  • Estimated Mileage — number range, min 0
  • Next Estimated Service Date — date range
  • Recall Date — date range
  • Recall ID — text
  • Vehicle — year, make, model, trim, body class, electrification level, gas type
  • Pay Type -  warranty pay, customer pay, or dealership pay.
• Email — text (contains)
• Available — single-select: Available / Not Available
• Phone Number — text (digits only, no formatting symbols)
• Available — single-select: Available / Not Available
• Lifetime Value — Gross
  • Profit retained by the dealership. Select a scope:
  • Total — number range, currency
  • Sales — number range, currency
  • Service — number range, currency (for those with a DMS link configured)
• Lifetime Value — Revenue 
  • Full transaction amount before deductions. Select a scope:
  • Total — number range, currency
  • Sales — number range, currency
  • Service — number range, currency (for those with a DMS link configured)

CRM / DMS Data
Sales Lead

• Date — date range
• Lead Type — dynamic list (sourced from CRM)
• Lead Source — text
• Lead Sub Source — text
• Lead Status — text
• Lead Sub-Status — text
• VOI Vehicle — year, make, model, trim, body class, electrification, gas type, condition, days on lot, VIN, stock #
• Trade-In Vehicle — Yes/No, plus Make, Model, Year (range 0–2050), Trim, Body Class, Electrification

Sale

• Date — date range
• Sale Count — number range, min 1
• Payment Type — single-select: Cash, Lease, Finance
• Monthly Payment — number range, currency
• Down Payment — number range, currency
• Price — number range, currency
• Residual Pct. — number range 0–100, percent
• APR — number range 0–100, percent
• Payment Term — number range, integer
• Payments Left — number range, integer
• Last Payment Date — date range
• Gross Profit — number range, currency
• Front Gross — number range
• Back Gross — number range
• Extended Warranty — date range, custom range (supported for ReyRey, DealerVault, CDK, and Tekion clients)
• Vehicle — full vehicle filter (year, make, model, trim, body class, electrification, gas type, condition, VIN, stock #)
• Lead Type — dynamic list
• Lead Source — dynamic list

Service RO (for those with a DMS link configured)

• Date — date range
• Service Count — number range, min 1
• Operation Code — text (not case-sensitive; not supported for Dealer Track)
• Amount — number range, currency, integer
• Vehicle — year, make, model, trim, body class, electrification, gas type, mileage

Service Appointments

Date range (for those with a DMS link configured)

Appointment

• Status — single-select: Shown, Missed, Upcoming
• Date — date range

CRM Activity (surfaces only when enough underlying records exist)

• Date — date range
• Category — single-select: Outbound Call, Email Sent, SMS Sent
• Status — text

Last Assigned Salesperson

Text

Pushed to CRM Event

Date range (for those with Data Ups Workflow Management)

Website Activity
Website Visit

• Date — date range (default last 30 days)
• Website Visit Count — number range, min 0
• Page Type — multi-select: VDP, Search, Homepage, Incentives, Service, Finance, Trade-In, Other
• Page URL — text (contains; page must have Fullpath snippet; no symbols)
• VDP Visit — full vehicle filter (year, make, model, trim, body class, electrification, gas type, condition, mileage, price, VIN, stock #, days on lot, last call)
• Browser Language — single-select: English, Spanish
• Device Type — multi-select: Desktop, Tablet, Phone
• UTM Medium — text
• UTM Source — text
• UTM Campaign — text

Website Conversion

• Is Reported Lead — checkbox
• Is Dynamic Payment Powered Content — checkbox (for those with Dynamic Payments)
• Date — date range

Off-site Activity (for those with Cox ecosystem enhanced data)

Tracks VDP views that happened outside the dealership's own website but within the Cox ecosystem (AutoTrader, KBB, etc.).

Dealership VDP (dealer inventory)

• Date — date range
• Website Visit Count — number range, min 0
• VOI Vehicle — year, make, model, trim, body class, condition, VIN, stock #, price, mileage (certified, electrification, last call, days on lot disabled)

Market VDP (competitor inventory)

• Date — date range
• Website Visit Count — number range, min 0
• VOI Vehicle — year, make, model (all other vehicle fields disabled)

Buying Signals (for VinSolutions clients)

Cox scores each shopper's likelihood to purchase off 27 datapoints and sends the result daily. Only the latest signal per shopper is surfaced.

• Market Level — multi-select (required): Ready To Buy, Actively Shopping, Casually Browsing, Not Currently Shopping, Inconclusive
   
  • Not in Market: Recently purchased a vehicle
  • Not Shopping: No activity in the past 30 days
  • Browsing: Activity within the last 15 days, but a larger portion of the 90 day activity happened prior to the most recent 7 days
  • Actively Shopping: Large portion of 90 day activity has happened within the last 7 days
  • Ready to Buy: Large portion of 90 day activity has happened within the last 7 days AND they have submitted leads in the last 7 days
     
• Market Level Confidence — multi-select (optional; layers on top of Market Level): Very High, High, Moderate, Low, Very Low, Inconclusive

Finance (for those with Equity by Fullpath)

Equity

• Month — month range, default = this month
• Amount — number range, currency
• Percentage — number range -100 to 100, percent
• KBB valuations refreshed weekly, equity status calculated daily

Marketing
Fullpath Ad Clicks

• Is Dynamic Payment Powered Content — checkbox (for those with Dynamic Payments)
• Date — date range
• Channel — multi-select: Search, Display, Social, PMax, Demand Gen

Fullpath Email Clicks

Date range

Audience Activation Reporting (for those with Audience Activation)

• Campaign Type — multi-select: Sales, Service
• Campaign — single-select (dynamically populated)
• Is Equity Powered Content — checkbox (for those with Equity by Fullpath)
• Is Dynamic Payment Powered Content — checkbox (for those with Dynamic Payments)
• Shopper Status — single-select: Engaged, Clicked, Converted, Contacted, Opened, Email Unsubscribed, Sales & Service Leads, Sales Leads, Sales, Service ROs, SMS Opt-out (default: Engaged)
• Date — date range

Calls from Fullpath Ads

Date range

Digital Advertising Reported Lead

• Influenced by Dynamic Payment Powered Content — checkbox (for those with Dynamic Payments)
• Date — date range

Integration

Call Tracking (surfaces only when enough underlying records exist)

• Date — date range
• Call Direction — single-select: Outbound, Inbound
• Answered — single-select: Yes, No
• Department — text
• Campaign — text

Agents (for those with Lead Handling)

Lead Handling Status

• Status — single-select: Contacted, Replied, Appt. Set, Cars Sold
• Date — date range

Lead Handling Agent Paused

(Any) — Will pull a list of all shoppers where the conversation with the Lead Handling Agent is currently paused

Customer Source

Imported List

Single-select from uploaded lists; usable as the base of an audience with additional filters layered on

Data Enrichment (for those with Fullpath Data Enrichment)

Matched Shoppers

• Field Type — single-select: Email, Phone, Address, Vehicle
• Field Status — single-select: Verified, Enriched
• Matched Leads — checkbox
• Matched Sales — checkbox

Enabled Shoppers

Presence filter only (no sub-fields)

AIM Propensity Score

Number range 0–10 (consumer likelihood to buy or lease soon)

Financial Durability Score

Number range 0–10 (spending power, credit utilization, income resilience)

Custom Data Sources (for those with a configured custom data integration)

Custom Data Source Event

• Source — single-select (currently: Urban Science Defection)
• Defection Type — single-select: SalesAlert variants (Comp Dealer Sale – Comp OEM / Same Brand / Same OEM; Group Sale – Comp OEM / Same Brand / Same OEM; Sold here and at Competitor)
• Date — date range

Custom Data Source Tag

• Tag Source — single-select (currently: Sheehy VIP Customer / Dealer Coms)
• Tag Status — single-select: Active, Expired, Previous Owner, Cancelled (Renewable), Cancelled (Not Renewable)
• Remaining VIP Dollars — number range, currency
• Point Expiration Date — date range