Leads and Conversions
What Fullpath counts, where it happens, and how it reaches the CRM, Google Ads, and Meta
This article explains how Fullpath defines leads and conversions, where each
type of conversion happens, how it reaches the dealership's CRM, and how
it appears in Google Ads and Meta. Use it to read conversion numbers in the
Fullpath Dashboard and to explain differences between Fullpath reporting,
ad platform reporting, and the CRM.
Leads vs. Conversions
A lead is a shopper who has identified themselves by sharing
contact details, such as an email address or phone number.
A conversion is an action a shopper takes, such as filling
in a form, starting a chat, or calling. One lead can have several conversions,
so conversion counts are usually higher than lead counts.
How Form Conversions Are Counted
Fullpath records a form conversion when a shopper types an email address
or phone number into a form on the dealership's website and then moves to
the next field or presses Enter, even if the form is never submitted. This
happens across the whole website through the Fullpath script, on forms Fullpath
provides and on the dealership's own forms. A lead only reaches the CRM if
the form is actually submitted.
What is never tracked:
- Password fields
- Careers pages
- Any fields the dealership or its website vendor has excluded
- Email addresses on the dealership's excluded-email list, so staff tests don't inflate conversion counts
Conversion Types and How They Reach the CRM
Fullpath sends some conversions to the CRM as an ADF lead. Others reach the
CRM only through the dealership's own form, a third-party vendor, or the
OEM.
| Conversion Type | Where It Happens | How It Reaches the CRM |
|---|---|---|
| Connect Conversion | Fullpath widget form on the dealership's website | Fullpath sends an ADF to the CRM. |
| Agentic Chat | Fullpath chat on the dealership's website | Fullpath sends an ADF to the CRM, or a plain-text email if the dealership has chosen that option. |
| Audience Activation Landing Page | Audience Activation landing page | Fullpath sends an ADF to the CRM. |
| Audience Activation SMS Reply | Shopper replies to an Audience Activation text message | Fullpath sends an ADF to the CRM. |
| Voice Agent Call | Call handled by the Fullpath Voice Agent | Fullpath sends an ADF to the CRM. |
| Facebook Instant Form | Lead form inside a Facebook ad | When enabled, Fullpath retrieves the lead automatically and sends an ADF to the CRM, including vehicle details when the ad came from the inventory catalog. Available on request: submit a ticket to Fullpath Technical Support. When not enabled, these leads are visible in Meta only. |
| Form Submission | The dealership's own website forms (not in an iFrame) | Fullpath does not send an ADF. The lead reaches the CRM only if the dealership's own form sends it. |
| iFrame and 3rd Party Vendors | Forms in an iFrame or from third-party vendor tools on the website | Fullpath does not send an ADF. The lead reaches the CRM only if the vendor sends it. |
| FCA Widget and eShop | The FCA Widget is a payment calculator on Stellantis dealership websites. eShop offers are served through it. | Leads are sent to a central Stellantis lead collection, which routes them to the dealership. |
| Phone Calls | Google Ads call extension, website click-to-call, and website DNI | Fullpath does not send an ADF. Calls are reported in Google Ads (see the next section). |
FCA Widget availability:
The FCA Widget is on automatically for all Stellantis dealerships. Your Fullpath team can turn it off on request.
Repeat Conversions
If a shopper converts again before their earlier conversion has been sent,
Fullpath sends only the most recent one. Once an ADF has been sent, a later
conversion sends a new ADF.
How Conversions Appear in Google Ads and Meta
Fullpath sets up conversion tracking in the dealership's Google Ads and Meta
accounts automatically. Each platform attributes conversions to its ads using
its own conversion settings.
Campaigns optimize toward four primary lead actions: Connect Conversions,
Form Submissions, iFrame and 3rd Party Vendors, and Calls from Ads. Page
views are also tracked, as secondary signals that don't drive bidding.
| Name in Fullpath Reports | Name in the Google Ads Account | What Triggers It |
|---|---|---|
| Connect Conversions | Falcon lead | A lead submitted through a Fullpath experience on the dealership's website. Also reported to Meta. |
| Form Submissions | Input tracking lead | A form conversion on the dealership's website, counted as described in How Form Conversions Are Counted. Also reported to Meta. |
| iFrame and 3rd Party Vendors | Vendor integration lead | A conversion in an iFrame form or a third-party vendor tool on the website. |
| Calls from Ads | Calls from Ads | A call placed from a Google Ads call extension. |
| Click to Call | Falcon Click To Call | A tap on a phone number on the dealership's website. |
| Website DNI Calls | DNI call conversion, added when DNI is enabled for the account | A call to a tracked number shown on the website through Website DNI. |
| Page Views | VDP View, SRP view, Service Page View, Parts Page View, Specials Page View, Finance Page View, Homepage View, About Page View, Other Page View | A shopper views that type of page on the website. |
Other Important Notes:
- A conversion is an action, not a lead. One lead can have several conversions.
- Form conversions are counted before the form is submitted. Only submitted forms create a lead in the CRM.
- Facebook Instant Form leads are sent to the CRM only when enabled on request.
- Fullpath does not merge leads. Merging, if any, happens in the CRM.
- Website DNI calls appear in Google Ads only when DNI is enabled for the account.