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.
Platform | Definition | Examples |
Website | Leads that converted on the dealer’s website or a group site. |
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Endemics | Leads that converted on a third party listing site. | Direct ADF leads from:
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Social | Leads that converted on a social media platform. |
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OEM | Leads that converted on an OEM site. |
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Tier 1 | Leads that converted on a third party platform driven by the OEM. | Leads from:
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Search Engine | Leads that converted directly on a search engine site. |
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Equity Mining | Leads that were identified as new opportunities in your CRM by an equity mining tool. | Leads from:
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