What is the difference between rejected, invalid and returned leads?


What is a "bad" lead?

A lead may be given a "bad" disposition at several stages during its lifecycle. We split Bad leads into 3 status groups: invalid, rejected and returned:


A lead that is immediately identified as "bad" by LeadConduit Classic during one of the many LeadConduit Classic validation procedures. When a lead is marked invalid, it is not delivered to any of the delivery destinations for the campaign. LeadConduit Classic will always provide a real-time failure response with a reason to the lead source for an invalid lead.


A lead that is identified as "bad" by the Recipient at the time it is transferred from LeadConduit Classic to the Recipient. If a lead is Valid it will be delivered to the delivery destination(s) for the campaign. If the delivery is via HTTP, LeadConduit Classic will receive a real-time response from the recipient server. If that response is a failure, LeadConduit Classic will mark the lead as rejected. The Recipient's server may or may not provide a reason why it is rejected.

A lead can initially return a success response when it is submitted to LeadConduit Classic, even though the status ultimately ends up as rejected. This is because occasionally destinations need to be retried and only after each officially fails, is the lead considered rejected. Up until that point, when a lead is pending, it is still considered "good."


After a lead has been successfully delivered to the Recipient (accepted by their server), they may later want to return the lead for some reason.

Why are some leads marked bad for an "unknown reason"?

You may come across leads that are shown has having an "unknown reason" on the Bad Lead Summary page. This could happen for a couple of reasons:

For leads being delivered to recipients in real-time via HTTP, LeadConduit Classic has the ability to parse the Recipient server's response and capture the reject reason with the lead. If the response parsing is not configured, LeadConduit Classic will not be able to capture the reason.

In some cases, the Recipient of the leads simply does not provide a reason why leads are rejected or returned. In that case, those leads will be shown as having an "unknown reason."

Why are leads with blank required fields not invalidated

If you mark a field as 'required', LeadConduit Classic will only check that the field is included with a lead post. If the field is included, even if it is blank, it will not be invalidated. If you want to require that the field not be blank, you can use the acceptance criteria for the field to require at least one (or more) characters.

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