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Lead types are a refinement of a lead category—they classify leads by intent, value, or any other axis you care about. A single “Home Insurance” lead category might route into three lead types: High-Value Homeowners, Renters, and a fallback for everything else. This guide walks you through creating a lead type from scratch, writing the conditions that match it, setting priority, and configuring the bidding and marketplace settings that decide how customers compete for its leads.

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Prerequisites

  • You need an existing lead category with the fields you plan to match on. If you haven’t added custom fields yet, see Adding Fields to a Lead Category first.
  • Admin role access to your tenant.

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Step 1: Create the lead type

Navigate to Lead Types in the left sidebar (under the Ingest group) and click New lead type in the top-right corner. The creation form has these settings:

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Name

Give the lead type a descriptive name. It must be unique within the lead category, and it’s how the type appears in tables, bidding dropdowns, and customer-facing bid pages. Something like “High-Value Homeowners” or “Renters Under 30” works well.

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Description

Optional free-text description for your team’s reference. Max 1024 characters.

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Lead category

Select which lead category this type refines. Once set, the condition builder below populates with the category’s fields.
You can’t change a lead type’s category after it’s been created without archiving and recreating it. Pick carefully.

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Fallback Lead Type

Toggle this on to make the type a catch-all. Fallback types automatically match any lead that doesn’t match any other non-fallback lead type in the same category. When enabled:
  • The Priority field is hidden—fallback types are always evaluated last.
  • The Conditions section is hidden—fallbacks match by definition, not by rule.
Only one fallback is allowed per lead category. If one already exists and you try to create another, you’ll see a red error notification.

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Priority

A numeric value that decides which lead type wins when a lead matches multiple non-fallback types. Lower values mean higher priority—a type with priority 1 beats a type with priority 2. If you leave this blank or at 0, the system assigns the next available priority for the category automatically, so you don’t have to think about it unless two types overlap.
Priority only matters when your conditions overlap. If every lead type has mutually exclusive conditions, each lead matches exactly one type and priority is irrelevant.

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Step 2: Define conditions

The Conditions section is where you write the rules that decide whether an incoming lead matches this type. It’s hidden when Fallback Lead Type is on. Click Add filters to add your first condition row. Each row has three parts:

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Combining conditions

  • Conditions within a group are combined with AND—every condition in the group must be true for the group to match.
  • Groups are combined with OR—a lead matches the lead type if any group matches.
To add another AND condition to the current group, click Add “AND” Condition at the bottom of the group. To add a new OR group, click Add “OR” Group at the bottom of the section.
You want a lead type that catches drivers who are either experienced with a clean record, or young with a premium vehicle.Group 1
  • age greater than 25 AND
  • violations equals 0
Group 2
  • age less than or equal to 25 AND
  • vehicle_class any luxury, sport
A lead matches this type if it satisfies all of Group 1’s conditions or all of Group 2’s.
Toggling Fallback Lead Type on clears all existing conditions. If you turn it back off, you’ll need to click Add filters to rebuild them from scratch.

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Step 3: Save the lead type

Click Create to save and return to the edit page. A green Created notification confirms success. If you plan to add several lead types back-to-back, click Create & create another instead—the form resets and stays open. After creation, the page refreshes with a sub-navigation showing three tabs: Edit, Bidding, and Marketplace (the last only if marketplace is enabled for your tenant). An Archive button appears in the top right.

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Step 4: Add at least one bidding scope

By default a new lead type has no bidding scopes, which means customers can’t bid on it yet. Click the Bidding tab to fix that. Click New bidding scope in the top-right corner. The form has these fields:
Fixed Price is the right choice for flat-rate pricing where you don’t want price competition—every customer pays the same. Use the range (Minimum/Maximum/Step) when you want customers competing on price.
Click Create to save. The new scope appears in the Bidding table with columns for Scope, Fixed, Minimum, Maximum, and Step. You can Edit or Delete any scope from the table actions.
Until at least one bidding scope is enabled, customers won’t see any bidding options for this lead type in the customer portal.

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Step 5: Configure marketplace settings (optional)

If your tenant has marketplace enabled, a Marketplace tab is available in the sub-navigation. This is where leftover leads—ones that went unsold through normal distribution—go to find a buyer via a reverse auction. Toggle Enable Marketplace on to expose the reverse-auction settings: As you fill in these four values, the Explanation placeholder below the form generates a plain-English summary of how the auction will behave for a lead—useful for sanity-checking your numbers before saving.
If Increment is 0, or any of the four values are missing, the explanation shows “Define …” instead of a summary—you won’t know what the auction looks like until all four values are valid.
The Advanced section is collapsed by default and currently shows “Coming soon…”—no action needed there today.

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What happens next

Once your lead type is created and configured:
  • Incoming leads start being evaluated against its conditions. Matches are classified as this lead type.
  • Priority resolves conflicts—if a lead matches multiple types, the one with the lowest priority value wins.
  • Bidding scopes show up in the customer portal under this lead type, and customers can place bids that compete for its leads.
  • Marketplace behavior kicks in for leads that go unsold—the reverse auction starts at First Price and drops by Increment every Interval minutes until a buyer takes it or it hits Last Price.
To change any of this later, come back to Lead Types, click the type’s row to edit it, and use the sub-navigation tabs to jump between Edit, Bidding, and Marketplace settings. To remove a lead type, click Archive—this soft-deletes the type and archives all bids associated with it.