Automatically Send PURL Visitors to Dealership CRM

I’ve seen an increase interests lately in integrate PURL activity directly into Auto Dealer CRMs (such as  After having built out a few of these now, I though I’d share and document the process here.


The Auto-lead Data Format (ADF) is the standard format for sending leads to Dealership CRMs. In this process, an XML-formatted email will be sent to the dealerships CRM email address. The CRM will then accept the email, and enter the the visitor’s data, instantly alerting your sales team.

The ADF formatted email will look something like this:

<?xml version="1.0" encoding="UTF-8"?>
<?adf version="1.0"?>


                <name part="first">Joe</name>
                <name part="last">Smith</name>
                <address type="home">
                    <street line="1">'123 Main St</street>
                    <city>New York</city>
            <comments>I want to buy a car now</comments>

            <vendorname>ABC Dealer</vendorname>

            <name part="full">Your Co</name>


You can quickly integrate this into your existing Purlem campaigns with a few simple steps outlined on our GitHub page.  Let me know if you would like some help integrating this into your next PURL campaign.

  • Martin Thomas

    People in the auto industry… what are the CRMs most used?