Data: Attribution Dashboard

Chaya David
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Overview

The Attribution Dashboard helps CDP Pro groups evaluate vendor performance, track trends over time, and make informed decisions using aggregated lead and sale data across their entire dealer group. A key part of this dashboard is AI-powered vendor grouping, which automatically reconciles manually entered, sometimes duplicate, misspelled, or outdated vendor names stored in your Dealership CRM — bringing order and clarity to your lead sources.
 

Important: This report does not introduce a new attribution model. It presents exactly what your Dealership CRM records for lead and sale sources. It is not related to Fullpath's own performance or attribution models within our activation products (Paid Advertisement, Audience Activation, Website Engagement, etc.) — see "Key Concepts" below for how the two relate.
Attribution Dashboard overview

Where to Find It

  1. Log into the Fullpath Dashboard.
  2. Click the CDP tab in the top navigation bar.
  3. Scroll down to Attribution.

Direct URL: https://dashboard.fullpath.com/group-cdp/attribution
 

Who Has Access

  • Available only to Groups with a CDP Pro subscription.
  • This report is enabled on an account only by specific request to your Fullpath Customer Success Manager — having CDP Pro alone does not turn it on automatically.
  • Within an eligible account, only users with CDP access permissions in the Fullpath Dashboard can view and interact with the report.
  • Vendor data access reflects the connected rooftops authorized under the customer's group account.
  • For the AutoTrader and KBB vendor rows specifically, full attribution reporting depth is available only to dealerships with an active Autotrader/KBB listings subscription. Without one, AutoTrader and KBB still appear as vendors, but with more limited shopper activity visibility.
     

Page-Level Controls

Store Picker

Shown at the top of the page, listing all connected rooftops. View data across all stores, by brand, or by location — or deselect stores to narrow the page to specific rooftops. Store abbreviations shown here are used elsewhere in the Dashboard (e.g. in a Shopper timeline) to indicate where an action took place and whether that store's data is included in the metrics currently on screen.
 

Store Picker demonstration


AI Vendor Group

Our AI-driven vendor mapping consolidates lead sources received from your CRM into a single, comprehensive vendor directory — automatically reconciling manually entered, sometimes duplicate, misspelled, or outdated vendor names so your lead sources stay clean and consistent.

AI Vendor Grouping example
AI Vendor Grouping detail
Note — AutoTrader and KBB: AutoTrader and KBB are both Cox Automotive brands, and Fullpath's integration with them is enabled per account through the Autotrader/KBB data setting. If your CRM logs leads sourced from AutoTrader.com or KBB.com, AI Vendor Grouping recognizes and consolidates them the same way it handles any other third-party vendor. However, the depth of attribution reporting available for these two vendors specifically depends on whether your dealership holds an active Autotrader/KBB listings subscription — see "Who Has Access" above. Learn more: Kelley Blue Book (KBB) Data inside the Fullpath by Cox Platform.

If you notice a missing vendor, please contact support.
 

Date Picker

Defaults to the current calendar month; click the calendar to select a previous month. If you've viewed reports in other Dashboards or Products before navigating here, that same date range carries over to this page as well.
 

Date Picker
Note: There is often a delay between when a lead converts to a sale and when that sale is finalized across Dealer systems. To measure vendor lead-to-sale performance accurately, Fullpath aggregates and tracks data over a rolling 90-day period. Full sales performance metrics for a given month only become complete once that 90-day window has passed.

Key Concepts: Attributed vs. Fullpath Influenced

Two distinct kinds of numbers appear throughout this report. They are related but not interchangeable:

Term What it means on this page
Attributed (Leads / Sales) The raw lead or sale count recorded against a vendor exactly as your Dealership CRM shows it, cleaned up by AI Vendor Grouping. This is the core data this report presents — it reflects your CRM's own records, not a Fullpath attribution model.
Fullpath Influenced (Leads / Sales) A separate, distinctly counted metric — not just a label on the number above it. It shows how many of those CRM-attributed leads or sales also had meaningful engagement from a Fullpath activation product (Audience Activation, Paid Advertisement, Website Engagement, etc.), reported as its own figure alongside the Attributed count.
Where you'll see this: On the top KPI cards in Sections 1 and 2, this shows up as a small badge beneath Monthly Leads and Cumulative Sales — for example, "42% Fullpath logo Fullpath Influenced" means 42% of that headline number also had Fullpath involvement. Further down the page, Influenced Leads and Influenced Sales appear as their own dedicated columns.
Important: A lead or sale can be Attributed to a third-party vendor (like AutoTrader) and Fullpath Influenced at the same time — the two figures are not mutually exclusive, and neither one overrides the other.

Attribution Dashboard Sections

1. CRM Lead to Sale

High-level metrics sourced directly from the Dealership CRM for the selected month.
 

CRM Lead to Sale section
Metric Definition
Vendors Grouped vendors from your CRM with attributed leads in the chosen month.
Monthly Leads Total leads recorded for the selected month. Shows a "% Fullpath Influenced" badge beneath it — see Key Concepts above.
Monthly Sales Total sales recorded for the selected month.
Lead to Sale Ratio Total sales closed from total leads.
How to use this for analysis: Use this section as your CRM's own ground truth for the month — it's the fastest way to sanity-check whether Fullpath's numbers elsewhere in the platform line up with what your CRM shows. A large gap between the Attributed totals here and what Sales/CS report anecdotally is usually a sign of a CRM data-entry or integration issue, not a Fullpath tracking issue.


2. 90-Day Cumulative Data

Fullpath tracks and aggregates sales resulting from identified vendor leads within a rolling 90-day window, starting from the selected month. This accounts for the typical lead-to-sale conversion delay, giving a more accurate performance measure once the 90-day period has elapsed.
 

90-Day Cumulative Data section
Metric Definition
Cumulative Sales Sales that closed in a 90-day window from leads submitted in the selected month. Shows a "% Fullpath Influenced" badge beneath it — see Key Concepts above.
Cumulative Close Rate Cumulative sales in the last 90 days divided by leads in the selected month.
How to use this for analysis: Compare this section to Section 1 for the same month once 90 days have passed — this is the more complete, "final" version of that month's performance. Avoid drawing conclusions from the most recent 1–2 months here, since that data is still catching up.


3. Lead Performance by Vendor

Lead generation and conversion metrics broken down by individual vendor.

Lead Performance by Vendor section
How to use this for analysis: Use this view to spot which vendors are generating volume versus which are generating quality (i.e., leads that actually convert). A vendor with high lead volume but low conversion may be worth a budget conversation; a low-volume, high-conversion vendor may be worth expanding.


4. Vendor Close Rate Comparison

Compares vendors based on the average time from lead to sale closure — useful for identifying vendors with faster or slower conversion cycles.

Note: Fullpath benchmark data is taken from active Fullpath clients and is recalculated once a month.
Vendor Close Rate Comparison section
Column Definition
Vendor The grouped vendor name.
Leads Leads for the selected vendor and period.
Attributed Sales Sales attributed to the vendor for the selected period.
0-3D / 4-14D / 15-30D / 31-60D / 61-90D Percentage of that vendor's attributed sales that closed within each day-range after the lead date — lets you see whether a vendor's sales tend to close fast or slow.
How to use this for analysis: Use the Fullpath benchmark line as a peer-group reality check, not a hard target — benchmarks reflect the average across all active Fullpath clients, which may include different vendor mixes than your own.


5. Vendors Performance Scatter Plot

Plots each vendor by Leads, Lead to Sale Ratio, and All Sales, with the same day-bucket close-rate percentages available as in Section 4, to help identify outliers or trends at a glance.

Vendors Performance Scatter Plot section
How to use this for analysis: Look for vendors sitting far outside the main cluster in either direction — these are your clearest over- or under-performers relative to the rest of your vendor mix, and worth a closer look before a budget or sourcing decision.


6. Vendor Comparison Table

Tabulates key vendor metrics side by side for easy comparison. Click a vendor's row to expand it and see a per-store breakdown of that vendor's numbers. Columns are sortable by clicking the column header, and the table can be exported as a CSV.
 

Vendor Comparison Table section
Column Definition
Vendor The grouped vendor name.
Stores The rooftops rolled into this vendor's row. Expand the row to see the per-store breakdown.
Monthly Leads / Monthly Sales Total leads and sales for this vendor in the selected month.
Lead to Sale Ratio Monthly Sales divided by Monthly Leads for this vendor.
Fullpath Influenced Leads Count of this vendor's monthly leads that also had meaningful Fullpath activation engagement — see Key Concepts above.
90 Days Cumulative Sales This vendor's sales that closed within the 90-day cumulative window (see Section 2).
90 Days Cumulative Close Rate This vendor's 90-day cumulative sales divided by its monthly leads.
Avg. PVR Average per-vehicle retail gross profit associated with this vendor's sales.

Day-bucket columns (0-3D, 4-14D, 15-30D, 31-60D, 61-90D):

Use the bucket toggle above the table to choose which of these five day-ranges appear as columns. For each selected range, three columns repeat:

  1. Attributed Sales — sales that closed within that day-range after the lead date.
  2. Close Rate — percentage of leads that converted within that day-range.
  3. Fullpath Influenced Sales — of the Attributed Sales in that day-range, how many also had Fullpath activation engagement.
How to use this for analysis: Export this table when you need to share vendor performance with a stakeholder outside the Dashboard (e.g. a vendor rep or GM), or when you want to run your own calculations across a longer time range than the on-page view supports.

UX Functionality Summary

  • Date range: month selector, shared with other Dashboard pages you've viewed in the same session.
  • Store filter: Store Picker at the top of the page, filterable by store, brand, or location.
  • Day-bucket toggle: choose which of the five close-rate windows (0-3D through 61-90D) appear as columns in the Vendor Close Rate Comparison and Vendor Comparison Table.
  • Sorting: Vendor Comparison Table columns are sortable by clicking the column header.
  • Expandable rows: click a vendor's row in the Vendor Comparison Table to reveal its per-store breakdown.
  • Export: the Vendor Comparison Table can be exported as a CSV. No other section on this page currently supports export.
  • Shopper deep link: on the Monthly Leads and Cumulative Sales metrics, a button can deep-link to Audience Builder to view the underlying Shopper list — available only when a single store is selected.

Other Important Notes

  • If vendor data appears inconsistent, verify that the CRM integration is up to date and that vendor information is entered correctly in the CRM.
  • Sales results for the most recent 90-day period may be incomplete due to the tracking window described above.
  • If vendor grouping looks incorrect, review vendor names and data quality in the CRM — AI Vendor Grouping relies on historical CRM input.
  • For permission issues, confirm your user role includes CDP Pro access and that your account is assigned to the correct group rooftops.
  • If total leads for the selected month and stores are very low, or no store is selected, the page shows a getting-started/empty state instead of live data.
  • This dashboard continuously updates as new data flows from connected CRMs and storefronts, and AI Vendor Grouping will continue to improve in accuracy as more data is processed over time.

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