Overview
Email Campaigns are core to Audience Activation and are comprised of an audience, an email template, and a subject line template. The Campaigns tab is where you can see a list of campaigns and view high-level campaign performance. To learn more about the types of email campaigns, read here.
Where to Find It
Navigation:
- Log in to your Fullpath Dashboard.
- Go to Activation > Audience Activation > Campaigns
- Direct link: https://dashboard.fullpath.com/nurture/campaigns
Who Has Access
Any user profile with product access to Audience Activation has access to this page.
Page-Level Controls
All data visible on the Campaigns page can be viewed within a selected time frame by clicking the date range bar in the upper right-hand corner of the page. The default is a 30-day view from the current date. All metrics on the page, including Email, SMS, and Total Conversions, follow the selected date range and any filters applied on the page.
1. Campaign Tabs, Top-Line Metrics & List View
The Campaigns page shows two tabs: Sales and Service. Clicking each tab displays a list view of all relevant campaigns in that category. The Service tab's content appears only when the account has at least one Service campaign.
At the top of each tab, a row of metric cards summarizes campaign performance for the selected date range. Both tabs show the same set of cards. Metrics marked with ⓘ show their definition when you hover over the icon.
| Metric | Definition |
|---|---|
| Active Campaigns | Fullpath campaigns that are currently running and Custom Campaigns sent in the last 90 days. |
| Contacted | Shoppers who have been sent a campaign. |
| Engaged Shoppers | Shoppers who have engaged with content by clicking a link or replying to a campaign. |
| Email Conversions ⓘ | Form submissions on the Audience Activation landing page from shoppers who arrived by clicking an Audience Activation email. |
| SMS Conversions ⓘ | Form submissions on the Audience Activation landing page from shoppers who arrived by clicking an Audience Activation SMS, plus interest the bot detects inside the SMS conversation itself. |
| Total Conversions ⓘ | Email Conversions plus SMS Conversions. |
| Reported Leads ⓘ | Every CRM lead from a shopper who received the campaign, whatever the lead source stated in the CRM (OEM, website, chat, or third-party vendors). Reported leads are reported to the Dealership CRM either by Fullpath or by another vendor. Learn more about Reported Leads and Conversions. |
| Sales | Number of closed sales from Engaged Shoppers within 90 days of the selected date. |
| Service ROs | Number of Service Repair Orders pulled from the CRM during the selected date range. On the Sales tab, this reflects service repair orders from shoppers contacted by Sales campaigns. |
| Unsubscribe Rate (only visible if enabled for your account) | Unsubscribes divided by emails sent, across the campaigns on this tab. This metric is off by default and only appears once Technical Support has enabled it for your account. |
Email, SMS, and Total Conversions
Reported Leads counts every CRM lead from a shopper who received the campaign, whatever lead source the CRM records (OEM, website, chat, or third-party vendors). It's based on the CRM integration and attribution rules, so it reflects Audience Activation's broader influence on CRM leads.
Conversions answer a different question: how many leads came directly through Audience Activation itself, influence and attribution aside. The Campaigns page shows three conversion metrics:
-
Email Conversions: Form submissions on the Audience Activation landing page from shoppers who arrived by clicking an Audience Activation email.
-
SMS Conversions: Form submissions on the Audience Activation landing page from shoppers who arrived by clicking an Audience Activation SMS, plus interest the bot detects inside the SMS conversation itself.|
- Total Conversions: Email Conversions plus SMS Conversions.
How Conversions are counted:
- Each conversion is counted once, under the channel that brought the shopper in (email or SMS), and is credited to the campaign that sent the message.
- Conversions come from Audience Activation landing page and SMS conversation activity, not from the CRM integration. They're available to all Audience Activation accounts running email and/or SMS campaigns, with no setup required.
- Conversions sit alongside Reported Leads and don't replace it. Hover over the ⓘ icon on a Conversions card for a tooltip explaining how it differs from Reported Leads.
2. Campaign Group Rows
Each row on the list view represents a campaign group.
| Metric | Definition |
|---|---|
| Active Campaigns | Campaigns currently running, plus Custom Campaigns sent in the last 90 days. On a group row, this displays as active campaigns out of total campaigns in the group (for example, 3/5). |
| Contacted | Shoppers who have been sent a campaign. |
| Engaged Shoppers | Shoppers who have engaged with content by clicking a link or replying to a campaign. |
| Reported Leads | Reported leads are reported to the Dealership CRM either by Fullpath or by another vendor. |
| Sales | Number of closed sales from Engaged Shoppers within 90 days of the selected date. |
| Service ROs | Number of Service Repair Orders pulled from the CRM during the selected date range. On Sales campaign group rows, this reflects service repair orders from shoppers contacted by Sales campaigns. |
| Unsubscribe Rate (only visible if enabled for your account) | The unsubscribe rate for the specific campaign, calculated for the campaign's own audience and sends. This metric is off by default and only appears once Technical Support has enabled it for your account. |
If enabled, Unsubscribe Rate appears (always at the far right of the row/table):
- Campaigns page — top-line metrics
- Campaign group metrics toolbar
- Campaign metrics table
- Email Template table
- Email Template Details page table
- SMS Template table (on the Campaign Details page)
- Subject Templates page table
3. Campaign Drill-Down (Hot / Warm / Cold)
Clicking a campaign group lets you drill down further and see the performance of each campaign within it — broken out by Hot, Warm, and Cold.|
The drill-down table includes Email Conversions, SMS Conversions, Total Conversions, and Reported Leads on both tabs. Each conversion is credited to the campaign that sent the message, so a campaign's row shows the conversions that campaign produced. The remaining outcome columns depend on the tab:
| Tab | Outcome columns |
|---|---|
| Sales | Sales, Service ROs, and RO Total |
| Service | Service RO |
| Metric | Definition |
|---|---|
| RO Total (Sales tab drill-down only) | Total revenue from Engaged Shoppers generated from repair and service orders within 90 days of the selected date. |
4. Campaign Actions: Pausing an Active Campaign
At the end of each campaign row is a ⋮ menu, which allows you to either pause the campaign or view the campaign. Each campaign has an expanded page with more in-depth performance stats and additional actions.
5. Creating a Custom Campaign
Clicking the Create Custom Campaign button lets you create custom email campaigns, including a custom subject line, text body, images, CTA, and signature. Custom campaigns also let you choose the campaign audience from your CDP Shopper lists, assign a priority to the campaign, and choose the launch date. Learn more about Custom Campaign creation here.
UX Functionality Summary
- Date range: Adjustable via the date range bar (top right); default is a 30-day view from the current date. Applies to all metrics, including Conversions.
- Tabs: Toggle between Sales and Service.
- Metric tooltips: Hover over the ⓘ icon on a top-line card to see its definition, including how Conversions differ from Reported Leads.
- Drill-down: Click a campaign group row to view Hot/Warm/Cold performance breakdown.
- Row actions: The ⋮ menu on each row lets you pause or view a campaign.
- Create Custom Campaign: Button to launch a new custom email campaign.
- Export/sort: The Campaigns page doesn't include export or column sorting. Campaign groups and the campaigns within them display in a fixed order.
Other Important Notes
- Reported Leads and sales attributed to a campaign are incremental. A shopper may be in multiple campaigns at once, and if they convert on one campaign but their sale ties to another, the same action is counted once inside each relevant campaign. This isn't inflated reporting — it reflects that multiple campaigns contributed to engaging, converting, or closing that shopper.
- Because of this, the total Reported Leads and sales summed across all campaigns on this page will not equal the total shown on the Overview page.
- The Overview page lists deduplicated totals for leads and sales. The Campaigns page shows performance by individual campaign and may reflect the same shopper action counted in more than one campaign.
- Email, SMS, and Total Conversions work differently from Reported Leads: each conversion is counted once, under the channel that brought the shopper in, and is credited only to the campaign that sent the message.
- The Service ROs metric appears on both Sales and Service campaign rows. On Sales rows, it reflects service repair orders from shoppers contacted by Sales campaigns.
- Unsubscribe Rate is an opt-in metric: it's off by default and only appears for accounts where Technical Support has enabled it at your request. It appears in several places beyond this page — see the placement list under Campaign Group Rows above — including Template tables, which are covered in a separate article.