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You are spot on with this post [USER=2]@Alex Snyder[/USER] Years ago Dupes were a way to know your Customer was back in market without paying another Lead fee. That being said it now can provide a clearer understanding of the customer's digital journey. The amount of information that can be gleaned by breaking down those leads is incredible. At the end of it all, the more important question to understand is WHY is the client using the platforms they are? When and where are they completing their journey? If you speak to those questions in your interaction the odds of direct communication increase substantially. Vinsolutions did release the Dupe update setting to add any missing info or vehicle requests into the Active lead so THAT finally happened. Just FYI it does have to be enabled under Lead Settings.