Lead Feedback : Returns and Conversions

Lead Feedback allows a delivery step in a flow to communicate feedback to the lead source about a lead after it has been received and reviewed.



In order to provide feedback to your lead source about a particular lead, you must capture the event ID appended by the delivery step in your lead flow in your database or CRM (the format of an event ID is a 24 character alphanumeric string). You will use the event ID in the feedback process. 

You should capture the event ID associated with the final delivery step in your lead flow. For example, if you're delivering lead data to Salesforce, you should capture the event ID from the Salesforce delivery step in your flow.


How does feedback work?

Once you have received a lead with a LeadConduit Event ID, sending feedback about it is simple. Specify the type of feedback you are providing and the reason for the feedback.

For example, if you called the consumer and it was a wrong number and you’d like to return the lead for credit, you’d send feedback of type return with the reason Wrong number.


What types of feedback are supported?

LeadConduit currently supports sending return and conversion feedback. Other feedback types may be added in the future. Your lead source may or may not allow every feedback type. If you try to submit a feedback that is disallowed, you will receive an error response.

Return feedback should be used when a lead is non-contactable, didn't sign up, or is otherwise not a prospective customer. You are returning the lead to the source for refund.

Conversion feedback should be used when the lead was converted to a customer.


What is a "reason"?

The reason describes why the feedback is being given. Your lead source may have established rules about which reasons are allowed. If you try to submit a return with a reason that is not allowed, your feedback will not be accepted by LeadConduit.

If your source has not established a list of acceptable reasons, the reason can be a string of any length. Keep in mind that LeadConduit provides your lead source with reports based on return reason. For this reason, you should keep your reasons short and consistent. In other words, every time you're returning a lead because it was a wrong number, use the same short reason Wrong number. You do not need to include the phone number as a part of the reason, because feedback will be appended to the original, incoming lead data.


How does LeadConduit respond to feedback?

When sending feedback about a lead, you will receive a response from LeadConduit that indicates success, failure, or error.

The success outcome indicates that your feedback has been accepted.

The failure outcome means that your feedback has been rejected (a reason will be provided).

The error outcome means that something unexpected happened while providing feedback (the reason provides additional detail). Errors are a rare occurrence. Our technical team is notified about every error, but feel free to reach out to if you are having trouble.

Lead Feedback counts as a LeadConduit transaction.

On your monthly invoice, Lead Feedback is broken out by Event Type.

Feedback Received events are the feedback posts to LeadConduit.

Feedback Sent events are the LeadConduit posts back to your CRM or another system of record.


Table of Contents


Enable Feedback to be received by LeadConduit

In order for LeadConduit to accept feedback from a delivery, feedback must be enabled on that delivery step.

Once feedback is enabled, LeadConduit will store feedback events each time feedback is given. These events are visible in lead details.

1: Select the Flows tab in LeadConduit

2: Click Edit on an existing flow, or click New Flow

3: Navigate to the Steps tab

4: Find the delivery step you want to enable for feedback.

5: Click Edit Field Mappings and add Event ID in the outbound mappings for your delivery.

NOTE: This field must be mapped for feedback to work.

ALSO: Event ID does not need to be added to your fields tab in the flow.


6: Back on the Delivery step, click Feedback Settings’ to enable Feedback.

7: Click Lead Returns check box to enable Lead Returns.

8: If you want to set criteria to refine the lead returns, check the box as shown below and select from our simple criteria options. salesforce-2.png

9: If you need to add advanced criteria, switch to advanced mode. Any simple criteria previously selected will be converted to advanced mappings.

10: To enable Lead Conversions, follow the same process as detailed in steps 5-7.




Enable Feedback to a Source

When feedback is received about a lead it needs to be shared with the lead's source. In order for feedback to be shared with a source, feedback must be enabled for that source in the flow. Once feedback is enabled, LeadConduit will start storing source feedback events each time feedback is given.


1: Navigate to the Steps tab of the flow.

Pro Tip - If you are currently in the feedback settings of the delivery, you can click the Setup Sources button to jump to the Steps tab.

2: Find the source that you want to enable feedback for and click the ellipsis (...) under the Actions header. Select the Feedback Settings option from the dropdown menu. 


3: Click Lead Returns to toggle and enable feedback. 


4: You can use all the standard LeadConduit options to deliver Lead Feedback (GET, POST, JSON, XML, SOAP) or Batch Delivery if the source does not support automated Lead Feedback. (Need help setting up a Batch delivery? Check out our Knowledge Base!)

5: Next, you will need to map the fields from LeadConduit to your Delivery Destination. Your LeadConduit fields should be added to the left field and your Delivery fields added on the right. Be sure to select the correct field type from the drop-down before adding the field as shown below. source-3.png

7: If you want to set criteria to refine the lead returns, check the box as shown below and select from our simple criteria options. 

8: If you need to add advanced criteria, switch to advanced mode. Any simple criteria previously selected will be converted to advanced mappings.

9: To enable Lead Conversions, follow the same process as detailed in steps 3-7.

10: If you want lead conversions sent to separate destination, you can configure those separately.

Advanced Mapping Examples 

Scenario: A return is posted into the feedback process with a reason of "Bad Email" but your vendor requires the value be in the format of "[RETURN] Invalid Email". 

Solution: Field Mapping for Lead Feedback works the same as the field mapping covered in Inbound Field Mapping, Outbound Field Mapping, and Advanced Field Mapping.

In this scenario, you would map the value you want and set any conditions for setting that value.



Lead Feedback on your Dashboard

Your LeadConduit dashboard can show you how many leads were returned over a specific period of time.




You can drill down into this information by clicking on the number below Returns on your dashboard.

This will take you to a list of Feedback events. You can also get to this list by clicking the 'Events' tab, selecting your date range, and changing the Event Type drop-down menu to Feedback Received from Recipient' or Feedback Sent to Source.


When you click on a specific feedback event, you will be provided with Feedback information, such as the Source Name, Flow Name, First and last name of the lead, as well as email address.



Enable Feedback to be submitted to a Source in Real Time

When delivering feedback to a source, batch sharing is not your only option. You can also Configure Feedback Settings to submit feedback on the following forms:

  • Form POST
  • JSON
  • GET Query
  • SOAP
  • XML


You configure the delivery the same as you would any other outbound delivery.



Sending feedback

Make an HTTP POST request to the following URL:{event_id}


Replace #{event_id} with the event ID sent along with the lead data.


You may send the body of the request in one of three formats: JSON, XML, or form encoding. You must include the Content-Type header so LeadConduit knows which format you have chosen to provide.

For JSON use Content-Type: application/json

For XML use Content-Type: text/xml

For a standard submission form use Content-Type: application/x-www-form-urlencoded


LeadConduit will reply with JSON or XML. You may choose the format of the response using the Accept header.

For JSON use Accept: application/json 

For XML use Accept: text/xml

If you do not specify an Accept header, LeadConduit defaults to application/json.


Example form POST feedback with JSON response

HTTP Request

POST /feedback?event_id=57913682f46c1926408ea65b HTTP/1.0
Content-Type: application/x-www-form-urlencoded
Accept: application/json



HTTP Response

HTTP/1.1 201 Created
Content-Type: application/json

    "lead": {
        "email": "",
        "first_name": "Joe",
        "id": "57913b9911c754b2cb643cf3",
        "last_name": "Blow",
        "phone_1": "5125551212"
    "outcome": "success",
    "reason": null

HTTP RequestExample JSON feedback with JSON response

POST /feedback?event_id=57913682f46c1926408ea65b HTTP/1.0
Content-Type: application/json
Accept: application/json

    "reason": "Wrong number",
    "type": "return"


HTTP Response

HTTP/1.1 201 Created
Content-Type: application/json

    "outcome": "success",
    "reason": null,
    "lead": {
        "id": "57913b9911c754b2cb643cf3",
        "email": "",
        "first_name": "Joe",
        "last_name": "Blow",
        "phone_1": "5125551212"

Example XML feedback with XML response

HTTP Request

POST /feedback?event_id=57913682f46c1926408ea65b HTTP/1.0
Content-Type: text/xml
Accept: text/xml

<?xml version="1.0"?>
  <reason>Wrong number</reason>


HTTP Response

HTTP/1.1 201 Created
Content-Type: application/json

<?xml version="1.0"?>


Testing Feedback

Scenario: You're trying to test Lead Feedback but forgot to log the Event ID.

Solution: You don't have to submit another test lead. The Event ID you need can be obtained from the existing lead data.

View the lead data in LeadConduit ( and click on the step in the left menu that delivers the data / is enabled for Feedback.

The URL will be updated to include a parameter event_id, the value of which is the Event ID you need.


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