Digital Advertising Optimization Strategy Settings

Overview

The Optimization Strategy settings page gives you control over how Fullpath counts and prioritizes your Digital Advertising conversions. From here, you can set the relative weight of each lead type — form fills versus phone calls — and define what qualifies as a phone call conversion.

Navigation

The Optimization Strategy settings are located in the Digital Advertising Settings in the Dashboard.

1. Enter the Fullpath Dashboard
2. Click on the Settings icon
3. Select Digital Advertising as the Product
4. Navigate to Optimization Strategy

Direct link: https://dashboard.fullpath.com/settings/acquire/budget-strategy

Page Layout

The Optimization Strategy settings page contains two sections:

• Conversion Type Prioritization
• Phone Call Duration

Conversion Type Prioritization

This section allows you to set the relative weight between form fill conversions and phone call conversions, so Google distributes budget toward the lead types that matter most to your dealership.

This section is only available if Conversion Type Prioritization was selected as the optimization strategy in the Onboarding Wizard. If a different strategy is active, this section will not appear.

The note displayed on this page reads:

"Prioritize the lead type that matters most for your dealership. Note: This option only exists for Google Advertisements. We recommend a ratio of 60% form fills to 40% phone calls. Facebook and DV360 optimize towards conversions without requiring a lead type ratio."

How weights work:

• You can assign a weight to Form Fill Conversions and Phone Call Conversions
• Weights must be set between 10% and 90% — values outside this range cannot be saved
• The two weights must add up to 100%
• The default ratio is 60% Form Fills / 40% Phone Calls

Phone Call Duration

This section lets you define how long a phone call must last to be counted as a conversion. This applies to Digital Advertising (main) only.

This section is always visible and available, regardless of which optimization strategy is selected.

Select one of the following durations from the dropdown:

Important to Note

Changes to Conversion Type Prioritization weights apply to Google campaigns only. Facebook and DV360 are not affected by the lead type ratio — they optimize toward conversions automatically.

If you need to change your optimization strategy (for example, switching from Conversion Type Prioritization to Max Conversions), that change is made in the Onboarding Wizard under Digital Advertising > Budget Strategy, not on this page.