What is it?
Conversion Platform categorizes leads based on where they converted.
For example, a lead that converted through a digital retailing tool on your website would have a Conversion Platform of “Website.” A lead that converted on Autotrader would have a Conversion Platform of “Endemics”.
Here's an example from Monthly Store Performance:
A single lead source may be separated into different Conversion Platforms, depending on where the lead action took place (i.e. a KBB Trade-In Form on your website vs KBB.com).
How do I use it?
Conversion Platform categorization allows you to track the overall performance of a platform (“are my website leads up or down?”), rolling up the performance of sources that CRMs report on separately.
The categories also allow you to make apples-to-apples comparisons between sources, knowing that performance benchmarks are often different between platforms.
How are the Conversion Platforms defined?
The Conversion Platform of a lead is mapped from the raw CRM source to enable categorization within a vendor.
Leads that converted on the dealer’s website or a group site.
Leads that converted on a third party listing site.
Direct ADF leads from:
Leads that converted on a social media platform.
Leads that converted on an OEM site.
Leads that converted on a third party platform driven by the OEM.
Leads that converted directly on a search engine site.
Leads that were identified as new opportunities in your CRM by an equity mining tool.