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Lead types are a refinement of a lead category that provide additional classification. While lead categories define who a person is and what they want, lead types help identify their level of intent and value. You’ll find them under Ingest → Lead Types in the sidebar. The list shows each lead type’s name and category, its Priority, which Bidding Scopes are set up, and whether it’s a Fallback or has the Marketplace turned on. Filter by Fallback or Marketplace, or use Archived lead types to include or show only archived ones.
Lead Types list with Name, Priority, Bidding Scopes, Fallback, and Marketplace columnsLead Types list with Name, Priority, Bidding Scopes, Fallback, and Marketplace columns

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The lead type page

Click a lead type to open it. The Overview, Bidding, and Marketplace tabs run along the top. Overview shows Leads received, Leads assigned, and Revenue for the selected timeframe, a Details sidebar, and a Bids table listing every customer bid on this lead type with its location, status, and amount. Filter the bids by Status or Scope, search by customer or location, and click Export to download them as a CSV. The export arrives in your notification bell when it’s ready.
Lead type Overview tab with Leads received, Leads assigned, and Revenue stats, a Bids table with Export, and a Details sidebarLead type Overview tab with Leads received, Leads assigned, and Revenue stats, a Bids table with Export, and a Details sidebar
The header has the timeframe picker, Edit, and Archive. Archiving a lead type also archives all of its bids.

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Conditions

Each lead type has conditions that determine which leads it matches. A condition can check any of your lead fields, or the lead’s Source. To create a condition, follow these steps.
  1. Select a property (a field, or Source under Metadata)
  2. Choose an operator (options vary based on the field’s data type)
  3. Enter a value to check against
You can add as many conditions as needed.

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Available operators

The operators available depend on the field type you select.
The relative date operators (Within past days and Older than days) are useful for time-sensitive routing. For example, you could create a lead type that only matches leads where a quote was requested within the past 7 days.

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Condition logic

Conditions are organized into groups.
  • Within a group, conditions are combined with AND (all must be true).
  • Between groups, groups are combined with OR (any group can match).
Say you want to create a lead type for high-value home insurance leads. You might set up conditions like these.Group 1 (homeowners with high property values)
  • property_type equals single_family AND
  • estimated_value greater than 500000
Group 2 (new construction)
  • year_built greater than 2020 AND
  • square_footage greater than 2500
A lead matches this lead type if it satisfies all conditions in Group 1 OR all conditions in Group 2.

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Fallback lead types

A fallback lead type catches any lead that doesn’t match other lead types within the same lead category. When you create a lead category, a lead type with the same name is automatically created and configured as the fallback. Each category can have only one. When the fallback option is enabled, two things change.
  • Conditions are hidden (since fallback matches everything that didn’t match elsewhere)
  • Priority is automatically set to the lowest
To add conditions to a fallback lead type, you must first turn off Fallback Lead Type.

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Priority

Priority determines the order in which lead types are evaluated when a lead could match multiple lead types. If your lead types have non-overlapping conditions, priority doesn’t matter, because each lead will only ever match one lead type. But if a lead could qualify for multiple lead types, the one with the highest priority wins. Lower numbers mean higher priority, so priority 1 beats priority 2.
Imagine you have two lead types for auto insurance leads.
  • Premium Drivers (priority 1) matches age greater than 25 AND violations equals 0
  • Standard Drivers (priority 2) matches age greater than 25
A 30-year-old with no violations matches both lead types. Because Premium Drivers has a higher priority, they’re placed there instead of Standard Drivers.
Priority only applies to non-fallback lead types. Fallback lead types are always evaluated last.

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Bidding scopes

Bidding scopes define how customers can bid on leads within a lead type. Set them up on the lead type’s Bidding tab with New bidding scope. Each scope has these settings.
Use Fixed Price when you want all customers to pay the same amount for leads, with no bidding and no competition on price. This is ideal for flat-rate pricing models.
Each scope can only be added once per lead type. The maximum must be at least the minimum, and the step can’t be larger than the maximum.
Lead type Bidding tab with a Bidding Scopes table showing Scope, Enabled, Fixed, Minimum, Maximum, and StepLead type Bidding tab with a Bidding Scopes table showing Scope, Enabled, Fixed, Minimum, Maximum, and Step
Until at least one bidding scope is enabled for a lead type, customers won’t see any bidding options when they try to place a bid.

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Marketplace settings

The lead type’s Marketplace tab controls whether its leads can be listed on your marketplace and how the reverse auction runs, including the starting and ending price, how much it drops, and how often. See Marketplace for details.

Defining lead types

Create a lead type, write conditions, set priority, and configure bidding behavior.