Built-In Validation & Normalization

LeadConduit performs a variety of validation and normalization tasks on lead data as it enters the system.


Phone Numbers can be submitted in various formats such as:

  • 512.298.0978
  • (512) 298-0978
  • 512-298-0978
  • 512 298-0978

Extensions are also supported

  • 512.298.0978 ext. 99
  • 512.298.0978 x 99

LeadConduit can properly parse and normalize both United States and Canadian-based phone numbers to a proper 10 digits. LeadConduit also makes the following components of a phone number available.

  • Raw - the original, unaltered data
  • Area - the Area Code of the Number (512)
  • Exchange - the Exchange of the Number (298)
  • Line - the Line component of the Number (0978)
  • Extension - The Extension (when there is one)
  • Country Code - The Country Code of the Number (currently always "US")
  • Tollfree? - A true/false indicator of whether or not the Number is Toll-free (one of these area codes: 800, 844, 855, 866, 877, 888)

LeadConduit also uses a Google-produced library to determine if numbers are valid based on the Area Code. In this context, valid means the phone number follows the formatting rules governing US & Canadian phone numbers. 

Valid should not be equated with Connected.

For example, 512-555-1212 is technically a validly formatted number.

See 555 (telephone number)

Valid does not guarantee the number is real, connected, or callable, just that the area code is valid and the overall format is correct.

For example, if you submit a lead with 555-555-1212, the library sees that the area code is bad and says it's an invalid number (The area code 555 is not legit).

If you want to determine if a number is Connected, LeadConduit has an integration with TeleSign you might be interested in.

TeleSign can tell you whether the number is active or disconnected.


Recommended Acceptance Criteria

Requiring a valid phone number is a good start


You might not want to accept Toll-Free numbers. If so, set this additional Acceptance Criterion:




Email can only be submitted in a singular, standard format: user@domain

LeadConduit can parse emails and makes the following components of an email available.

  • Raw - the original, unaltered data
  • User - Everything to the left of the @ symbol
  • Domain - Everything to the right of the @ symbol
  • Top Level Domain - A top-level domain (TLD) is one of the domains at the highest level in the hierarchical Domain Name System of the Internet. The top-level domain names are installed in the root zone of the namespace. (e.g. .com, .net, .org, .io)
  • Host - The Domain, excluding the Top Level Domain (e.g. gmail, aol)

LeadConduit will flag the email data if the user@domain format is not followed.

Recommended Acceptance Criteria

A valid email is, of course, the best place to start.


You might also want to filter out emails with an unusually long username, as those have a higher tendency to be fraudulent.


The pattern shown in the screenshot is: "[a-zA-Z0-9\.]{20,50}"



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