Fullpath
Automotive marketing software
Automotive software
- Features
- Ease of use
- Ease of management
- Quality of support
- Affordability
- Market presence
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$99 per month
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What is Fullpath
Fullpath is an automotive marketing platform focused on helping dealerships generate and convert leads through digital advertising and customer data activation. It supports use cases such as audience building, campaign execution, and lead capture across dealership websites and ad channels. The product emphasizes first-party data and identity resolution to improve targeting and attribution for dealership marketing teams and agency partners.
First-party data activation focus
Fullpath centers its workflow on collecting and activating dealership first-party data for marketing use. This can help dealerships build audiences from CRM/DMS and website activity rather than relying only on third-party targeting. It aligns with industry shifts toward privacy constraints and reduced third-party cookie availability.
Dealer-oriented campaign workflows
The platform is designed around dealership marketing operations, including lead generation and conversion tracking. It supports common dealership needs such as promoting inventory and service offers and routing leads into downstream systems. This specialization can reduce configuration effort compared with more general-purpose marketing tools.
Identity resolution and attribution
Fullpath positions identity resolution as a core capability to connect anonymous website traffic to known customer records. This can improve measurement of marketing impact across channels and touchpoints. Better linkage between ad engagement and dealership outcomes supports more informed budget decisions.
Integration depth varies by stack
Dealerships often rely on multiple systems (CRM, DMS, website provider, call tracking, chat, and inventory feeds). The practical value of Fullpath depends on the availability and quality of integrations to those systems and the dealership’s data hygiene. Some environments may require additional implementation work to achieve consistent attribution and audience accuracy.
Primarily marketing-centric scope
Fullpath is oriented toward marketing activation and measurement rather than end-to-end dealership operations. Organizations looking for a single system to cover CRM sales workflows, desking, F&I, or service scheduling may need additional products. This can increase vendor management and total cost of ownership.
Data governance and compliance effort
Using identity resolution and customer data activation requires careful consent management and privacy compliance processes. Dealerships may need to align policies across vendors and ensure appropriate disclosures for tracking and targeting. Internal governance gaps can limit how broadly the platform can be used.
Plan & Pricing
| Plan / Product | Price | Key features & notes |
|---|---|---|
| Fullpath ChatGPT (Website Engagement - ChatGPT) | $500 per month | ChatGPT-integrated website chatbot; data-rich leads; on-site engagement modules. |
| Website Engagement + Fullpath ChatGPT (bundle) | $800 per month | Website Engagement with ChatGPT integrated (all Website Engagement features + ChatGPT). |
| Google Vehicle Ads automation (Google VAs) | $99 per month | Daily automated vehicle data-feed updates for Google Vehicle Ads; enroll/signup form on site. |
| VINs-Acceleration | Custom pricing | Multiple tiered packages; selection based on number of VINs to boost; guarantees minimum VDP views per month; contact sales/demo required. |
| Fullpath CDP / Audience Activation / Digital Advertising / Equity / Agentic CRM / Dynamic Payments | Custom pricing | Core platform and activation solutions; pricing not listed publicly — Fullpath requires a demo/contact sales to receive quotes (promotional offers exist at times). |
Notes & promotions (from vendor site):
- Fullpath promoted a limited-time 50% off the first month for their CDP (360° Shopper View offer).
- Fullpath has offered event/demo-linked promotions (example: NADA pre-book demo qualification for a full month free).
