Terms and Definitions
Reported Leads are shoppers who have identified themselves either by converting and providing contact details like a phone number or email via a form-fill.
Because Fullpath is using input tracking on all visible conversions on the website, even if we do not facilitate the conversions, we know about it, we leverage the data to help optimize performance, and display the conversion count in the Fullpath Dashboard.
Keep in mind, a conversion is not a lead. It's an action which a lead takes. To this end, a lead may have multiple associated conversions. Conversions are a meaningful metric to measure how effective your marketing efforts and channels may be. Conversions and the conversion rate (CR) may also show how optimized your website or social pages may be .
Types of Conversions
Fullpath automatically configures Google Ads campaigns, Facebook Ads campaigns, and Audience Activation emails to listen to and track all of the conversion types below so that we can optimize the performance of emails, ads, and engagements, regardless of which vendor facilitates the conversion. Fullpath leverages all conversion types to optimize performance across the CDXP.
In Dig Ad, a conversion is counted as soon as a user enters an email address or phone number, regardless of whether they actually submitted the form. A CRM lead would only be counted if the form is submitted.
| CONVERSION TYPE | PRODUCT | WHERE | CRM REPORTED | FP AS CRM LEAD SOURCE |
| New FP Website Engagement | Website Engagement | Widget Form/ FP Chat / GPT onsite | ADF sent | Yes |
| Returning FP Website Engagement | Website Engagement, Audience Activation | Widget Form/ FP Chat / GPT onsite/ Audience Activation Landing Page | ADF sent | Not always *merged or new activity appended to existing lead in CRM |
| Falcon Lead | DigAd | DigAd traffic attributed Lead, converted on site or via phone call, within attribution window | ADF sent (website only, phonecall, no) | Yes |
| Non FP Website Engagement | Website Engagement | Siloed form, plugin, iFrame | ADF sent | No |
| FP Social Conversion | DigAd | Facebook lead form | No | No *visible in Facebook |
| Phone Call | DigAd | Google Ad Extension | No | No *visible in Google Ads |
| Phone Call | Website Engagement | Website DNI | No | No *visible in Google Ads |
*where FP is Fullpath
Click to learn more about Cost Per Lead Calculations.