Overview
Offers are how your dealership's specials — leases, finance deals, cash incentives, and more — reach shoppers across your website, ads, and email/SMS campaigns. Fullpath pulls offer data from three different sources, each with its own strengths, and puts the most relevant offer in front of the right shopper at the right time.
This article covers all three offer sources — OEM Offers, Dealership Offers, and Dynamic Payments Offers — where their data comes from, which Fullpath products can use them, and how to upload or edit them.
How Offers Work
Regardless of source, every offer that reaches a shopper is checked against your current inventory (so you're never advertising a vehicle you can't actually sell). If an offer's VIN isn't in your live inventory, that offer will pause or simply not go out.
| Offer Source | Where the Data Comes From | How Often It Updates | Where to Find It |
|---|---|---|---|
| OEM Offers | The vehicle manufacturer | Automatically, once a day | Offers Management > OEM Offers |
| Dealership Offers | You — entered manually or uploaded via CSV | Immediately when you save or upload | Offers Management > Dealership Offers |
| Dynamic Payments Offers | Auto-generated from your inventory, pricing, and rebate data | Automatically, every few hours | Power-Ups > Dynamic Payments > Overview / Vehicle Prioritization |
Offer Types
Click any offer type below to learn more about what it is, where it shows up, and how to manage it.
OEM Offers
OEM Offers are a data integration that pulls incentives directly from the vehicle manufacturer — the specials and rebates the brand itself is currently running. Fullpath displays these offers as-is across your website, ads, and email/SMS engagements.
Where it's used
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Website Engagement — surfaced in the offers widget based on shopper browsing behavior.
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Digital Advertising — used across objectives like New Inventory, Dealer Near Me, and Service ads; automatically compared against Dealership Offers.
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Audience Activation — powers targeted email/SMS campaigns such as Lease Renewal, Finance Renewal, and Non-buyer outreach.
Where to manage it
Offers Management > OEM Offers — https://dashboard.fullpath.com/offers-management/oem-offers. Here you can view your OEM offers and choose which offer types to auto-approve each month, so renewed or new OEM incentives seed into the platform automatically.
Dealership Offers are the specials you create yourself — the incentives your dealership is running that don't come from the manufacturer. They support model-, trim-, and VIN-level pricing, and you can add them one at a time or upload them in bulk via CSV.
Uploading Service Offers via CSV
Service Offers use a separate CSV template from Specials, and are supported on Google Search Ads only. All fields are required.
| Field | Used As | Character Limit |
|---|---|---|
| Title | Headline | 30 |
| Subtitle | Description | 90 |
| Details | Description | 90 |
| Terms | Description | 90 |
| End Date | Date to start/stop | Date picker |
Text cannot be in all caps (use the =proper() function in Google Sheets to convert to Sentence case) and cannot contain exclamation points. Remember: the Service Module must be turned on for these to run as website engagements.
Where it's used
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Website Engagement — supports Lease, Finance, Cash, Off-MSRP, and Custom offer types.
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Digital Advertising — supports Lease, Finance, Cash, Off-MSRP, Service, and Dynamic Payments offers. Custom-formatted offers are not supported in Digital Advertising.
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Audience Activation — feeds Lease Renewal, Finance Renewal, Non-buyer, and similar targeted campaigns.
Where to manage it
Offers Management > Dealership Offers — https://dashboard.fullpath.com/offers-management/dealership-offers.
View, pause, or delete offers from this page, and use the Add Offer and Upload CSV buttons to create new ones. See Managing Your Offers below for step-by-step instructions.
Dynamic Payments Offers
Dynamic Payments is a Fullpath power-up that automatically generates the most competitive VIN-level offers for your dealership — no manual entry required. It builds offers from your live inventory, pricing, rebates, incentives, and residuals, and keeps them current as those inputs change.
Where it's used
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Digital Advertising — VIN-specific ads with live pricing, vehicle image, and a direct link to the VDP.
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Website Engagement — powers the Specials Page, VDP offer banners, and onsite widget notifications.
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Audience Activation — personalized offer emails sent to shopper audiences, linking to your Dynamic Payments Specials page.
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VINs Acceleration — VIN-specific ad campaigns built from the same offer data.
Where to manage it
Power-Ups > Dynamic Payments > Overview — https://dashboard.fullpath.com/dynamic-payments/overview for performance reporting
Power-Ups > Dynamic Payments > Vehicle Prioritization — https://dashboard.fullpath.com/dynamic-payments/vehicle-prioritization to control which vehicles get offers first. There's no separate offer-entry screen — offers themselves are fully automated.
Dynamic Payments is available as an add-on product. If it's part of your subscription, your Fullpath Support team can also configure auto-filled Terms & Conditions disclaimer templates for each offer type — see Learn More below.
Managing Your Offers
OEM Offers and Dynamic Payments Offers are generated automatically — your main hands-on work is with Dealership Offers, which you add or edit directly.
Adding a Single Dealership Offer
Go to Offers Management > Dealership Offers (https://dashboard.fullpath.com/offers-management/dealership-offers) and click Add Offer (https://dashboard.fullpath.com/offers-management/offer).
Select an offer type, fill in the offer details, and click Save in the upper right corner.
Uploading Dealership Offers via CSV
Go to Offers Management > Dealership Offers (https://dashboard.fullpath.com/offers-management/dealership-offers) and click Upload CSV (https://dashboard.fullpath.com/offers-management/upload-offers).
Select a template type — again, Dealership Specials is recommended for the widest product support. Open the template in Excel or Google Sheets, and fill in each column carefully:
- Text cannot be in all caps.
- Text cannot contain exclamation points.
- If you're uploading custom Service Specials to run as website engagements, the Service Module must be turned on (not the URL redirect).
CSV Column Reference
When you click Upload CSV, you choose one of four templates. Each template has its own columns and rules. Download the template that matches the offers you're uploading, fill it in, and upload it back.
| Template | Use It For | Required Columns |
|---|---|---|
| Dealership Specials | Cash, Lease, Finance, and Off-MSRP vehicle offers | status, year, make, model, category, end date, terms, image, plus the amount columns for the chosen category |
| Service Offers | Service department specials | title, details, terms, end date |
| Free-Form Offers | Flexible offers where vehicle targeting is optional | title only |
| Custom Offers | Vehicle-specific offers written as a description, with a disclaimer and image | status, year, make, model, offer description, disclaimer, image URL, offer end date |
Rules for every template
- Keep the header row exactly as it downloads. Columns are read by their header name, so don't rename them.
- Every row needs the same number of values as the header row. Rows with too many or too few values are flagged by line number.
- End dates use Month/Day/Year format and can't be in the past.
- URLs must be complete, including
http://orhttps://. - Uploading a CSV adds new offers alongside your existing ones. It doesn't replace or remove offers already in Dealership Offers. Once uploaded, new offers are checked against your current inventory.
Dealership Specials (Cash / Lease / Finance / Off-MSRP)
The Dealership Specials template has 25 columns (A–Y). Columns A–N apply to every offer. Columns O–Y hold the dollar amounts and terms, and only the ones that match the row's category are used. Leave the others blank.
| Column | Header | Required | Notes |
|---|---|---|---|
| A | status | Yes | New or Used. |
| B | year | Yes | 4-digit model year. |
| C | make | Yes | Must match your dealership's OEM for Digital Advertising support. "Chevy" is converted to "Chevrolet" automatically. |
| D | model | Yes | Match your website's spelling exactly. |
| E | Model Code | No | Separates variants that share the same trim name. Up to 50 characters. |
| F | trim | No | Match your website's format. |
| G | VIN | No | Ties the offer to one specific vehicle in your inventory. |
| H | category | Yes |
cash, lease, finance, or off_msrp. Decides which amount columns (O–Y) are required. |
| I | end_date (Month/Day/Year) | Yes | For example, 01/23/2028. |
| J | terms | Yes | Disclaimer text. If auto-filled disclaimer templates are set up for your account, this column is filled in for you, and any row missing a field the template needs is flagged during upload. |
| K | image | Yes | Image URL. PNG/JPG/JPEG/GIF/BMP, max 1 MB. Dropbox links supported. |
| L | details | No | Free text. |
| M | url | No | Destination URL, including http/https. |
| N | Sub Category | No | For example, "Manager's Special" or "Sign & Drive." Up to 255 characters. |
| O | cash_amount | Cash offers | Dollar amount. |
| P | lease_months | Lease offers | Lease term in months. Number only. |
| Q | lease_amount_per_month | Lease offers | Monthly payment. Dollar amount. |
| R | finance_months | Finance offers | Finance term in months. Number only. |
| S | finance_apr | Finance offers | APR as a number, for example 3 or 2.9. No % sign. |
| T | off_amount | Off-MSRP offers | Dollar amount off MSRP. |
| U | lease_down_payment | No | Lease only. Dollar amount. |
| V | lease_due_at_signing | No | Lease only. Dollar amount. |
| W | lease_security_deposit | No | Lease only. Dollar amount. |
| X | finance_down_payment | No | Finance only. Dollar amount. |
| Y | finance_per_month | No | Finance only. Monthly payment. Dollar amount. |
Amount columns by category
| Category | Required | Optional |
|---|---|---|
cash |
cash_amount | None |
lease |
lease_months, lease_amount_per_month | lease_down_payment, lease_due_at_signing, lease_security_deposit |
finance |
finance_months, finance_apr | finance_down_payment, finance_per_month |
off_msrp |
off_amount | None |
Service Offers
The Service Offers template has 7 columns (A–G). Offers uploaded with this template are saved as Service offers.
| Column | Header | Required | Notes |
|---|---|---|---|
| A | title | Yes | Offer headline. |
| B | sub_title | No | Supporting line under the title. |
| C | details | Yes | Free text describing the offer. |
| D | terms | Yes | Disclaimer text. |
| E | end_date (Month/Day/Year) | Yes | For example, 01/23/2028. |
| F | image | No | Image URL. Dropbox links supported. |
| G | url | No | Destination URL, including http/https. |
Free-Form Offers
The Free-Form Offers template has 15 columns (A–O) and only one required field: title. Use the vehicle columns (A–E) to target the offer to specific vehicles, or leave them blank. Offers uploaded with this template are saved as Custom offers. This template downloads with a header row only, with no sample row.
| Column | Header | Required | Notes |
|---|---|---|---|
| A | year | No | Vehicle targeting. |
| B | make | No | Vehicle targeting. |
| C | model | No | Vehicle targeting. Match your website's spelling. |
| D | status | No | Vehicle targeting. New or Used. |
| E | trim | No | Vehicle targeting. |
| F | title | Yes | Offer headline. |
| G | sub_title | No | Supporting line under the title. |
| H | details | No | Free text. |
| I | terms | No | Disclaimer text. |
| J | image | No | Image URL. Dropbox links supported. |
| K | event_badge | No | Image URL for an event badge. Dropbox links supported. |
| L | custom_creative | No | Image URL for a custom creative. Dropbox links supported. |
| M | end_date (Month/Day/Year) | No | If entered, it can't be in the past. |
| N | promoted | No | Enter true, 1, or yes to mark the offer as promoted. Any other value, or blank, means not promoted. |
| O | url | No | Destination URL, including http/https. |
Custom Offers
The Custom Offers template has 12 columns (A–L). Required columns are marked with an asterisk (*) in the template header itself. Offers uploaded with this template are saved as Custom offers.
| Column | Header | Required | Notes |
|---|---|---|---|
| A | status* | Yes | New or Used. |
| B | year* | Yes | 4-digit year starting with 19 or 20. |
| C | make* | Yes | Vehicle make. |
| D | model* | Yes | Match your website's spelling. |
| E | offer description* | Yes | The offer itself, written out. For example, "Lease for $339/mo | For 36 months | With $2,653 Down." |
| F | disclaimer* | Yes | Terms and conditions text. |
| G | image url* (max 1 MB) | Yes | The image is checked during upload, so the link must open a valid image file of 1 MB or less. Dropbox links supported. |
| H | offer end date* (Month/Day/Year) | Yes | Must use slashes, for example 1/31/2029. |
| I | trim | No | Vehicle trim. |
| J | offer title | No | If left blank, the title is built automatically as Year Make Model Trim (for example, "2019 Mercedes-Benz CLA 250"). |
| K | additional details | No | Free text. |
| L | url | No | Destination URL, including http/https. |
Managing OEM Offer Auto-Approval
From Offers Management > OEM Offers (https://dashboard.fullpath.com/offers-management/oem-offers), choose which OEM offer types you want auto-approved. Approved types seed automatically into the platform each month as offers renew or expire — no manual review needed.
Dynamic Payments Offers
Dynamic Payments Offers don't require manual creation — they're generated and refreshed automatically from your inventory and pricing data. The one setting you control is Power-Ups > Dynamic Payments > Vehicle Prioritization (https://dashboard.fullpath.com/dynamic-payments/vehicle-prioritization), which controls which vehicles get offers first. If Dynamic Payments is part of your subscription, your Fullpath Support team can also configure auto-filled Terms & Conditions disclaimer templates for each offer type. Reach out to your CSM or Fullpath Support to get started.
Viewing Full Details for a Dynamic Payments Offer
Click any offer sourced from Dynamic Payments (from the Dealership Offers list, identified by its Dynamic Payments source) to open a dedicated details page for that specific offer, at its own unique URL. This makes it easy to see — and share — exactly what a given payment offer is made up of.
The offer details page includes:
- Vehicle card — the vehicle tied to the offer (VIN and related vehicle details).
- Field-by-field breakdown — each component of the offer laid out as its own row for easy scanning.
- Rebates and fees — nested rows showing every rebate and fee applied to the offer, broken out individually rather than folded into one total.
- Last generated timestamp — when the offer's payment values were last calculated.
- Status — the offer's current status.
- Tooltips — hover context on individual data points.
- Source chips — visual tags showing where a given value is pulled from (for example, your dealership's settings vs. a market scan).
- Disclaimer — the applicable terms and conditions for the offer.
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Breadcrumb navigation — a path back to where the offer sits in the list it came from.