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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.

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Conditions

Each lead type has conditions that determine which leads it matches. Conditions use fields from the parent lead category to evaluate incoming leads. To create a condition, you:
  1. Select a field from the lead category
  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. On date fields, some operators display with date-friendly labels—“Before,” “After,” and “On” instead of “Less than,” “Greater than,” and “Equals.”
The relative date operators—Within the past N days and Older than N 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 with the following logic:
  • 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: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 is automatically generated and configured as the fallback. When the fallback option is enabled:
  • 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 uncheck the fallback option.

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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—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.
Imagine you have two lead types for auto insurance leads:
  • Premium Drivers (priority 1): age greater than 25 AND violations equals 0
  • Standard Drivers (priority 2): 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. You create them by configuring:
Use Fixed Price when you want all customers to pay the same amount for leads—no bidding, no competition on price. This is ideal for flat-rate pricing models.
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

Lead types also control marketplace behavior for leads that go unsold through normal distribution. See Marketplace for details on configuring these settings.

Defining lead types

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