Overview
The CDP Traffic Sources Performance report brings all traffic source performance into one view, so you can compare sources and make data-driven business decisions. Fullpath's Identity Resolution algorithms link site-referred shoppers to the leads and sales that follow, with statistical significance improving as sample size grows.
You can analyze traffic sources and vendors for the entire dealer group or for an individual store. For dealer groups that manage new and used inventory as distinct business lines, the report also breaks out performance by New Sales and Used Sales, so marketing and advertising spend can be evaluated against each vehicle type independently.
Where to Find It
Navigation path:
- Log in to the Fullpath Dashboard.
- Click Data in the top navigation bar.
- Go to Dashboards > Traffic Sources Performance.
Direct link: https://dashboard.fullpath.com/group-cdp/listing-sites-performance
Who Has Access
- CDP Pro accounts see the Traffic Sources Performance report.
- Users with CDP permission are eligible to see the Listing Sites report.
- Enterprise accounts with more than one rooftop linked in a group see the Traffic Sources page.
- All rooftops for which the logged-in user has view, edit, or admin permissions are visible in the Listing Sites reporting.
- Users without permission to view a specific rooftop in the dealer group do not see that rooftop's data in the Listing Sites report or its dropdown options.
- Exporting the Performance Chart to CSV requires edit or admin permissions.
Page-Level Controls
The controls at the top of the page apply to every section of the report.
Store Picker
The Store Picker lists all connected rooftops. You can view data for all Stores, Brands, or Locations, or deselect and choose specific stores.
Store name abbreviations appear throughout the Dashboard to show where an action or event took place (in a Shopper timeline, for example) and whether a store's data is included in the metrics on the page.
Store-level and group-level vendor analysis:
Vendor grouping on this page responds to your Store Picker selection:
- Store level: When you select a store, the page shows only the vendors present in that store. Vendors used elsewhere in the dealer group but not by the selected store are not displayed.
- Group level: When no individual store is selected, the page shows the full group-level vendor grouping.
- Traffic Source Picker: The traffic source dropdown updates to reflect the selected store.
Traffic Source Picker
By default, all available and mapped traffic sources are selected. Select or deselect sources to focus on specific sources for your analysis. The available sources reflect your Store Picker selection.
Date Picker
The default view is Month-to-Date. Choose one of the preset options or select a custom date range to review past performance.
If you view reports in other Dashboards or Products and then navigate to the Group Overview page, your last date range is applied to the Overview page as well.
Top Line Highlights
Top Line Highlights show an aggregated view of key metrics for all stores selected in the Store Picker, within the selected date range.
| Metric | Definition |
|---|---|
| Referral Traffic | Total known unique shoppers who landed on your website after clicking a link from a referral source (shoppers with a CRM or DMS entity that has been resolved in the CDP). |
| Attributed Leads | Number of leads attributed to this source, based on the lead source assigned in the CRM. |
| Attributed Sales | Number of sales attributed to this source, based on the sales source assigned in the CRM. |
| Influenced Leads | Leads from referred shoppers who visited your website within 90 days before submitting a lead. |
| Influenced Sales | Sales from referred shoppers who visited your website within 90 days before closing the sale. |
| Overall Lead to Sale Ratio | Total sales generated from all leads, including both attributed and influenced leads and sales. |
| New Sales | Sales attributed to or influenced by a traffic source, where the sold vehicle's stock type is classified as New. |
| Used Sales | Sales attributed to or influenced by a traffic source, where the sold vehicle's stock type is classified as Used. |
Traffic Sources Performance
The Source Performance tab shows how each traffic source performs, including against the Fullpath benchmark, for a comprehensive view of each source's impact.
Store Performance
Store Performance shows how traffic sources perform across the selected stores, in two views: Column and Over Time.
Choosing Metrics
Use the dropdown on the left side of the widget to choose which metrics to compare and drill further into performance.
Segmenting by Vehicle Type
For dealer groups that track new and used vehicle performance separately, a second dropdown filters the widget by vehicle type:
- All Sales (default): combined new and used sales.
- New Sales: new-vehicle sales only.
- Used Sales: used-vehicle sales only.
When you select New Sales or Used Sales, the chart title, axis labels, and legend update to match, and your selection stays applied while you continue exploring the widget during your session.
Column and Over Time Views
Column view compares the selected metrics side by side:
Over Time view plots the selected metrics across the date range:
Performance Chart
The Performance Chart lists every listing site sending traffic to the dealership website in the selected date range. Columns compare total traffic per site, attributed leads and sales, influenced leads and sales, and the related ratios.
New Sales and Used Sales Columns
Alongside Overall Sales, the chart includes separate New Sales and Used Sales columns, showing each traffic source's contribution to each vehicle type at a glance. All three columns appear together, and each can be sorted in ascending or descending order.
New and Used Sales are determined by the stock type recorded on the sale record. Vehicles without a recorded stock type are included in Overall Sales but not in the New or Used columns, so New Sales plus Used Sales will not always equal Overall Sales for a given row.
Customize Columns
To reduce clutter and give you more control over how you review your data, you can customize the columns in the Performance Chart. All 13 columns are shown by default.
- Reorder: Drag a column to move it to a new position.
- Remove: Remove any column you don’t need.
- Add back: Add removed columns back at any time.
Listing Site, Mediums, and Campaigns are always shown and can’t be removed. These columns stay sticky, so they remain visible as you scroll horizontally.
Your column changes apply to the current session only. When you start a new session, the chart returns to the default view with all columns shown.
-
Listing Site, Mediums, and Campaigns are always shown and can't be removed. These columns stay sticky, so they remain visible as you scroll horizontally.
- All other columns can be added to or removed from the chart.
Export
Users with edit or admin permissions can export the Performance Chart as a CSV. The export covers the date range selected on the page.
AI Vendor Groups
Fullpath's AI-driven traffic source mapping consolidates the UTM and lead sources received from your CRM into one comprehensive directory.
Vendor groups follow your Store Picker selection. With a store selected, only the vendors present in that store appear. With no individual store selected, the full group-level vendor grouping appears.
UX Functionality Summary
| Control | What It Does |
|---|---|
| Store Picker | Filters the page by Stores, Brands, or Locations. Switches vendor grouping between store level and group level. |
| Traffic Source Picker | Selects or deselects traffic sources. Options update to match the selected store. |
| Date Picker | Defaults to Month-to-Date. Offers presets and custom date ranges. |
| Metric dropdown | Chooses which metrics Store Performance compares. |
| Vehicle type dropdown | Filters Store Performance by All Sales, New Sales, or Used Sales. |
| Column / Over Time | Switches Store Performance between side-by-side comparison and trend views. |
| Sorting | Overall Sales, New Sales, and Used Sales columns in the Performance Chart sort in ascending or descending order. |
| Export | Exports the Performance Chart as a CSV for the selected date range. Requires edit or admin permissions. |
| Column customization | Adds or removes Performance Chart columns. Listing Site, Mediums, and Campaigns are always shown and stay sticky. |
Other Important Notes:
- There is often a delay between when a sale is made and when it is finalized across all dealer systems, and attribution is often connected several weeks after an action or event. Reviewing the previous month's data on the 1st and again on the 30th may show different numbers. These differences lessen as data syncs, records close, and attribution windows are met.
- New Sales plus Used Sales may not equal Overall Sales, because vehicles without a recorded stock type are counted only in Overall Sales.
- Your date range carries over from other Dashboards and Products to the Group Overview page.
- The Listing Site, Mediums, and Campaigns columns can't be removed from the Performance Chart.
- If you notice a missing source, contact support@fullpath.com.