Fullpath Reviews & Product Details

Fullpath by Cox Automotive is an AI ecosystem designed to assist dealerships in unifying their first-party data and streamlining customer interactions. By integrating information from fragmented sources such as the Dealer Management System (DMS), Customer Relationship Management (CRM) tools, website traffic, inventory data, OEM data, and more, the platform creates a singular, comprehensive view of each shopper. This unified data layer serves as the foundation for the platform’s AI-driven ecosystem, which is built to replace fragmented manual workflows with automated, data-driven processes. The platform functions by consolidating years of historical data in a secure environment, using identity resolution technology to merge duplicate profiles into a single source of truth. Rather than relying on manual list-pulling or generic outreach, the technology leverages machine learning to identify shopper intent and execute personalized communication across multiple digital channels. To help dealerships scale their operations and maintain consistent customer journeys, Fullpath offers several core capabilities: * Unified Customer Data: Centralizes fragmented data points into 360-degree shopper profiles, providing dealership teams with a clear understanding of a customer’s entire history, from their first ad click to their most recent service appointment. *Omnichannel Marketing Automation: Deploys personalized messaging across email, SMS, search, social, and programmatic display. These campaigns are "always-on" and automatically adjust based on real-time inventory levels and specific shopper behavior. *Agentic CRM Functionality: Utilizes integrated AI agents to handle administrative tasks, qualify leads, and prioritize workflows. This helps assist human teams by surfacing high-priority tasks and managing routine follow-ups. By providing a platform-agnostic infrastructure, the system integrates with existing dealership technology stacks via open APIs. This enables dealers to maintain their preferred software tools while benefiting from advanced data synchronization and AI-powered automation. The platform’s focus on data sovereignty and security is supported by ISO 27001 and ISO 42001 certifications, ensuring that customer information is handled according to international standards for information security and artificial intelligence management. This approach allows dealerships to improve operational efficiency while focusing on building long-term customer loyalty through more relevant, personalized interactions.

Seller

Fullpath

Discussions

Fullpath Community

Languages Supported

English, Spanish

Solution Type

All-in-One

Value at a Glance

Averages based on real user reviews.

Time to Implement

1 month

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Fullpath Integrations

(14)

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Melissa K.

Mid-Market (51-1000 emp.)

Updated 10/28/2026

Originally submitted 8/13/2026

"Shopper Timeline Insights and Amazing Support from Lauren"

5/5

What do you like best about Fullpath?

The best part about Fullpath is the shopper timeline that comes with each customer profile. The ability to see what vehicles the customer is viewing is awesome. Also, the support we have from our rep, Lauren is amazing. Review collected by and hosted on G2.com.

What do you dislike about Fullpath?

We've been with Fullpath for a couple of years now, and I can honestly say I don't have any complaints. Review collected by and hosted on G2.com.

Response from Ro Oranim of Fullpath

Thank you so much for the review and for being a valued Fullpath partner over the past few years. We are glad to hear that the shopper timeline is giving you such clear visibility into customer vehicle interests and is making your workflow smoother. We appreciate your continued trust!

Validated ReviewerIncentivizedSource: Seller invite

Derek D.

Owner

Mid-Market (51-1000 emp.)

Updated 6/8/2026

Originally submitted 3/18/2020

"Fullpath- our best lead provider!"

5/5

What do you like best about Fullpath?

Fullpath is one of our very best vendors... The team is very knowledgeable and understands our business and needs very well. Bottom line though, is that the leads that come from them are the very best that we get with the highest closing ratio. Not only that, but the knowledge, support and enthusiasm from the Fullpath team is infectious! They have become a BIG part of our dealership team! Review collected by and hosted on G2.com.

What do you dislike about Fullpath?

Nothing- its a great relationship and they are always responsive. Review collected by and hosted on G2.com.

Response from Ro Oranim of Fullpath

Thanks Derek! We are so grateful to have enthusiastic and dedicated partners like you.

Current UserValidated ReviewerSource: Organic

Jasmine N.

Small-Business (50 or fewer emp.)

10/26/2026

"Fullpath’s Campaign Tools and Data Mining Drive More Sales and Retention"

5/5

What do you like best about Fullpath?

Fullpath’s campaign tools, data mining, and customer retention capabilities help us uncover opportunities and drive more sales and service business. Review collected by and hosted on G2.com.

What do you dislike about Fullpath?

The Audience Builder AI needs work. However, the Omni on the general dash makes up for it! Review collected by and hosted on G2.com.

Response from Ro Oranim of Fullpath

We’re thrilled Fullpath is helping you make more of your customer database through targeted campaigns and retention efforts. We value your feedback, and we’re glad Omni on the general dashboard is a helpful part of your experience.

Validated ReviewerIncentivizedSource: Seller invite

Elijah S.

Research and Advancement Analayst

Mid-Market (51-1000 emp.)

6/3/2026

"Fullpath’s Unified Customer Profiles Make Audience Building and Activation Easy"

5/5

What do you like best about Fullpath?

Fullpath provides a consolidated view of the customer profile in a unified way that is then actionable through audience building and campaign activation. Review collected by and hosted on G2.com.

What do you dislike about Fullpath?

There are a few areas where the platform could improve, particularly around data flexibility and control over certain functions, such as DigAd. Refining these aspects would allow greater customization for the client. Review collected by and hosted on G2.com.

What problems is Fullpath solving and how is that benefiting you?

Fullpath is addressing a long-standing problem in automotive: dirty dealership data and fragmented customer records. With their CDP product, they unify customer data across the DMS, CRM, website, and other data-injection sources to create a single, consolidated view of each customer. Having this data cleaned and connected is hugely beneficial for marketing more accurately to our customers. In the end, it helps deliver a better customer experience while also supporting dealership growth and revenue. Review collected by and hosted on G2.com.

Response from Ro Oranim of Fullpath

Thank you for the review! We’re so glad our CDP is successfully cleaning up your dealership's data and making audience building easy and actionable.

We also hear you on wanting more data flexibility and control over functions like Digital Advertising. Finding the perfect balance between smart automation and client customization is a major focus for us, so we really appreciate you sharing this insight. Thank you for being a valued partner and helping us improve!

Validated ReviewerSource: Organic

Rebecca B.

Director of Marketing & Sales Enablement

Enterprise (> 1000 emp.)

6/8/2026

"Outstanding Collaboration with the Fullpath Team"

5/5

What do you like best about Fullpath?

The collaboration with the Fullpath team from our CSM to the exec team is outstanding. Review collected by and hosted on G2.com.

What do you dislike about Fullpath?

Sometimes I can't find things because the platform has so many updates (not really something I dislike but if I HAD to pick something this is it) Review collected by and hosted on G2.com.

Response from Ro Oranim of Fullpath

Thank you for the fantastic feedback!

We hear your feedback about too many updates. We always want to ensure the platform remains effortless to navigate, so we’ll keep working on making new features as easy to find as they are useful!

We are so grateful to have you as a collaborative partner!

Current UserValidated ReviewerSource: Organic

Kurtis A.

Internet Director

Mid-Market (51-1000 emp.)

8/5/2026

"Powerful Connectivity and Data Insights for Smarter Customer Outreach"

5/5

What do you like best about Fullpath?

The connectivity to our other systems and the amount of data that we can use to both make decisions and to contact customers with. Review collected by and hosted on G2.com.

What do you dislike about Fullpath?

There are a few data points that don't connect yet, but I'm sure they are coming! Review collected by and hosted on G2.com.

Response from Ro Oranim of Fullpath

Thank you for the review! We're so happy Fullpath is helping you unify fragmented data to automate relevant customer outreach. We're continuously expanding our system connectivity, so stay tuned for even more data point integrations coming soon!

Validated ReviewerIncentivizedSource: Seller invite

Joyce M.

Marketing Director

Mid-Market (51-1000 emp.)

6/1/2026

"Fullpath is the way to go!"

5/5

What do you like best about Fullpath?

I love the freedom Fullpath gives us to track what's working, push out more units, and manage our data without worry. The VINs Acceleration tool is especially powerful for moving aged inventory quickly, and the real-time interactions with customers through email and text have truly transformed how we activate our data. Fullpath has set us up for success in ways I hadn't experienced before. Review collected by and hosted on G2.com.

What do you dislike about Fullpath?

There's really nothing that I dislike about Fullpath. Review collected by and hosted on G2.com.

Response from Ro Oranim of Fullpath

We’re thrilled Fullpath is giving you the freedom to manage your data and push out more units. It's especially great to know that our VINs-Acceleration solution is successfully moving your aged inventory. Thanks for being a valued partner and letting us be a part of your success!

See how Fullpath improved

Current UserValidated ReviewerSource: AI Assisted Review

Talya P.

Digital Advertising and Website Manager

Mid-Market (51-1000 emp.)

7/21/2026

"Incredibly Helpful, Knowledgeable CSM Support from Lauren Chappo"

5/5

What do you like best about Fullpath?

My CSM Lauren Chappo is what I like best about FullPath. She is always incredibly helpful and knowledgeable. Review collected by and hosted on G2.com.

What do you dislike about Fullpath?

I haven’t found anything yet I don’t like yet. Review collected by and hosted on G2.com.

Response from Ro Oranim of Fullpath

We are so happy you are having a positive experience with our products and our people!

Current UserValidated ReviewerSource: Organic

Chris B.

Mid-Market (51-1000 emp.)

10/27/2026

"Cutting-Edge AI That’s Truly User-Friendly"

5/5

What do you like best about Fullpath?

Fullpath feels like it’s on the cutting edge of AI technology. The platform is very user-friendly, and my rep has been fantastic to work with. Review collected by and hosted on G2.com.

What do you dislike about Fullpath?

I wish they offered custom, dealership-specific creatives. Review collected by and hosted on G2.com.

Response from Ro Oranim of Fullpath

Thank you for the thoughtful review! We’re glad Fullpath’s AI and user-friendly platform are making lead capture easier, and that you’ve had a great experience with your rep.

Validated ReviewerIncentivizedSource: Seller invite

Frank Scott C.

Mid-Market (51-1000 emp.)

10/26/2026

"Boosts Customer Engagement and Response Rates"

5/5

What do you like best about Fullpath?

customer engagement rate and getting the customers to respond Review collected by and hosted on G2.com.

What do you dislike about Fullpath?

I wish we would have had Fullpath years ago Review collected by and hosted on G2.com.

Response from Ro Oranim of Fullpath

Thank you for the great feedback! We’re glad Fullpath is helping you engage more customers, earn more responses, and free up time for other priorities. We’re honored to be part of your dealership!

Validated ReviewerIncentivizedSource: Seller invite