Activation: Audience Activation Overview Page – Fullpath Help Center

Overview

Audience Activation enables dealers to generate new revenue from existing CRM shoppers by leveraging data, identifying new opportunities, and engaging shoppers with scalable, hyper-personalized, integrated email and SMS communication. The Audience Activation Overview page is where you can view and track the performance of Audience Activation campaigns and channels.

Where to Find It

Navigation:

Enter the Fullpath Dashboard.
Navigate to the Activation tab (top row navigation).
Scroll down to Audience Activation > Overview
Direct link: https://dashboard.fullpath.com/nurture/overview

Data Sources

Data leveraged for Audience Activation comes from several sources, including the dealership's CRM, DMS, Dealer Offers, Manufacturer (OEM) Offers, the dealership's inventory, and website data tracked via the Fullpath code snippet. Fullpath pulls data from the dealership CRM/DMS every 24 hours (sometimes more often).

Page-Level Controls

All data on the Overview 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. This date range applies across the page's sections (Segment Spotlights, Aggregate Stats, and the Graph) unless otherwise noted.

1. Segment Spotlights

Users can choose to view performance across all campaigns or filter to a specific segment — Sales, Service, or Custom campaigns — and can view Email or SMS channel performance separately.

How to use this for analysis: Use the segment filters to isolate whether Sales or Service campaigns are driving performance, and compare Email vs. SMS channel results side by side before drawing conclusions from the blended "All" view.

2. Aggregate Stats

This section displays top-line performance for the selected segment and date range. Read more about contacted, engaged, and other definitions and terms in the Dashboard.

Metric	Definition
Active Campaigns	Number of campaigns actively running during the selected date range.
Contacted Shoppers	Number of shoppers contacted during the selected date range.
Activated Shoppers	Number of shoppers who engaged with a campaign during the selected date range.
Leads	Number of leads generated during the selected date range.
Closed Sales	Number of sales closed during the selected date range.
Service ROs (Service-enabled accounts only)	Number of ROs on record in the selected date range.
Service Gross (Service-enabled accounts only)	Total profit associated with recorded service ROs in the selected date range.

Note: Leads and sales attributed to a campaign are incremental. This is why the total leads/sales across all individual campaigns will not equal the total shown on the Overview page (which aggregates all incremental leads and sales). A shopper may be in multiple campaigns at once — if they convert on one campaign but their sale is tied to another, that action is counted once inside each relevant campaign. This isn't inflated reporting; it reflects that multiple campaigns contributed to contacting, converting, or closing that shopper.

How to use this for analysis: All stats in the top-line overview are clickable — clicking redirects to a pre-filtered list in the CDP Audience Builder showing the Contacted, Engaged, Leads, or Sales shoppers influenced by Audience Activation. Use this to drill from a headline number straight into the underlying shopper list.

3. Segment Stats Graph

The graph reflects whichever segment is chosen in the picker at the top of the page, and all plotted metrics are tied to the page's date range. When viewing Sales Campaigns, the graph displays Sales Leads and Closed Sales. When viewing Service campaigns, it displays Service Leads and ROs instead.

How to use this for analysis: Switch between Sales and Service segments in the picker to see the graph's metrics change accordingly — use this to spot trend shifts within a single campaign type over the selected date range.

4. SMS Performance

The SMS Performance highlight block provides high-level stats about SMS performance for the selected date range.

Screenshot 2025-07-15 at 2.31.43 PM.png

Metric	Definition
Positive Replies	The recipient engaged, but direct interest was not indicated.
Converted Replies	Interest was indicated and an ADF lead was sent into the CRM.

Note: The number of SMS sent will not always match the number of credits used, for two reasons: (1) credits include replies — any back-and-forth with a shopper, manual or automated, depletes the month's allotted SMS; and (2) some SMS may exceed the 160-character limit and overflow into a second message. Fullpath system SMS are designed not to exceed 160 characters, but custom campaigns may — in those cases, character count and credits used are clearly labeled in the campaign editor.

5. Email Performance

The Email Performance highlight block provides high-level stats about email performance for the selected date range.

Screenshot 2025-06-03 at 5.38.17 PM.png

Note: The specific metrics shown in this block aren't detailed in the source content beyond the screenshot — confirm exact metric labels/definitions before publishing if this needs to match the SMS Performance level of detail above.

UX Functionality Summary

Date range: Adjustable via the date range bar (top right); default is a 30-day view from the current date.
Segment filter: Toggle between All, Sales, Service, or Custom campaigns, and between Email or SMS channel view.
Drill-down: Top-line Aggregate Stats are clickable, redirecting to a pre-filtered shopper list in the CDP Audience Builder.
Export/sort: Not described in current source material — confirm with product before stating export/sort availability either way.

Other Important Notes

Leads and sales are incremental per campaign, so campaign-level totals will not sum to the Overview page total.
Service ROs and Service Gross only appear if the account has Service enabled.
SMS credits used may not match SMS sent due to reply activity and message overflow beyond 160 characters.
"Who Has Access" permissions for this page are not specified in current source material — confirm with product/SME before publishing if this needs to be stated explicitly.