Lead Types

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.”

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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)

Example: Home insurance leads

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.

Example: Overlapping lead types

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.

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Bidding scopes

Bidding scopes define how customers can bid on leads within a lead type. You create them by configuring: 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.

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