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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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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:
SettingDescription
Geographic levelThe level at which bids are placed: county, state, or nationwide
Fixed PriceWhen enabled, customers pay a single set price instead of bidding within a range
Minimum bidThe lowest bid a customer can place (or the single price when Fixed Price is enabled)
Maximum bidThe highest bid a customer can place (hidden when Fixed Price is enabled)
IncrementThe amount by which bids increase (hidden when Fixed Price is enabled)
EnabledToggle to activate or deactivate the scope
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.