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 a template type — the Dealership Specials format is recommended, since it's supported across paid advertising as well as your website. 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
| Column | Field | Notes |
|---|---|---|
| A | Status / Condition | New or Used only. |
| B | Year | 4-digit, 1900–2099. |
| C | Make | Must match your dealership's OEM for Digital Advertising support. |
| D | Model | Match your website's spelling exactly. |
| E* | Model Code | Optional — separates variants sharing the same trim name. |
| F* | Trim | Match your website's format. |
| G* | VIN | 17 characters. Offers without a matching in-stock VIN won't show. |
| H | Category | cash, lease, finance, or off_msrp — lowercase, no abbreviations. |
| I | Offer End Date | MM/DD/YY format. |
| J | Disclaimer / Terms | Free text. |
| K* | Image URL | PNG/JPG/JPEG/GIF/BMP, max 1MB. Dropbox links supported. |
| L | Details | Free text. |
| M* | Destination URL | Must include http/https. |
| N* | Sub Category | e.g. "Manager's Special," "Sign & Drive." |
| O–V* | Cash / Lease / Finance / Off-MSRP amounts | Digits only — no $, commas, or % signs. Only the fields relevant to your Category (column H) apply. |
* Optional, depending on offer type.
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.