Lead Feedback : Returns and Conversions

Feedback is the LeadConduit mechanism for reporting on leads that Convert and Returning leads that will never convert (typically because the lead is flawed in some fundamental aspect).

This article guides you through the concepts and configuration steps.


LeadConduit generates a LeadConduit Event ID for each step. You must collect the Event ID generated on the Delivery step to your System of Record (e.g. Salesforce, Marketo, HubSpot, and store it with the rest of the lead data.

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?

When a lead in your system of record is Converted to an Opportunity or closed out as Unqualified, a behind the scenes API call to LeadConduit can be triggered. The API call includes some basic information:

  1. The LeadConduit Event ID
  2. The type of feedback
  3. An comment/reason (optional)

If you do this only this much, LeadConduit can generate an interactive report of lead performance for each of your Lead Vendors.

For Lead Vendors who accept returns, either via API or a Batch file, one can further configure LeadConduit to send that feedback back to them.

Let's say you call a consumer and turns out is a wrong number, you might mark the lead Unqualified in your CRM. Your CRM then calls LeadConduit's Feedback API, sending the value return for type with Wrong number as the reason, and of course, you'll include the LeadConduit Event ID originally generated for this lead.

LeadConduit takes this information and checks if Source Feedback is configured for the associated Lead Vendor. Assuming that's set up, LeadConduit delivers the feedback information to the Lead Vendor's lead returns service.

Supported Feedback Types

LeadConduit currently supports two types:

  • 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.

Other feedback types may be added in the future.

If you configure LeadConduit to send this feedback to the Lead Vendor, they may or may not allow every feedback type. For example, if you try to submit a feedback type that is disallowed by their system, you will receive an error response.

Feedback Reasons

The reason provides detail for the feedback. If your Lead Vendor 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 Vendor 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 should not need to include the phone number as a part of the reason. If your Lead Vendor uses LeadConduit too, the feedback is associated with the Original lead data.

Your Lead Vendor may have rules about which reasons are allowed. If you submit a return with a reason that is not allowed, your feedback will not be accepted.

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.

  • Success indicates your feedback is accepted
  • Failure indicates your feedback has been rejected (a reason should be provided)
  • Error indicates something unexpected happened while providing feedback (the reason provides additional detail). Errors are a rare occurrence.

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.


Feedback Configuration Components


Enable Feedback to be received by LeadConduit

To enable LeadConduit to accept feedback from a delivery (recipient), feedback must be enabled on that step. Once feedback is enabled, LeadConduit will store feedback events each time feedback is given. Here's how you do that:

  1. Select the Flows tab in LeadConduit
  2. Click Edit on an existing flow
  3. Find the delivery step you want Lead Feedback enabled for, click Edit Field Mappings, and add Event ID in the outbound mappings for your delivery.
    1. Event ID must be included for feedback to work
    2. Event ID does not need to be added to your fields tab in the flow
  4. Click Feedback Settings to enable Feedback
  5. Select the Lead Returns check box to enable Lead Returns
  6. If you want to set criteria to refine the lead returns, check the corresponding box and select from our simple criteria options
  7. If you need to add advanced criteria, switch to advanced mode. Any simple criteria previously selected will be converted to advanced mappings.
  8. 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 can to be shared with the Lead Vendor (Source). For feedback to be sent to a Lead Vendor, 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 the Lead Returns toggle to 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 configure Lead Feedback from LeadConduit to the Lead Vendor. Your LeadConduit fields should be added to the left field and the Lead Vendor's Lead Returns API fields added on the right. Be sure to select the correct field type from the drop-down before adding the field, as shown below:
    6. If you want to set criteria to refine the lead returns, check the associated box and select from our simple criteria options
    7. If you need to add advanced criteria, switch to advanced mode. Any simple criteria previously selected will be converted to advanced mappings
    8. To enable Lead Conversions, follow the same process as detailed in steps 3-7.
    9. If you need lead conversions sent to a separate destination, LeadConduit supports that use case

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:

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


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


Importing Feeedback from a CSV file

See this article on Importing Feedback


Sending Feedback Programmatically

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 curl POST feedback with JSON response

HTTP Request

curl -X POST "" \
  -H 'Accept: application/json' \
  -H 'Content-Type: application/x-www-form-urlencoded' \
  -d 'type=conversion&reason=SMS Delivery Succeeded'

HTTP Response

HTTP/1.1 201 Created
< Server: nginx/1.12.2
< Date: Tue, 02 Oct 2018 15:22:36 GMT
< Content-Type: application/json; charset=utf-8
< Content-Length: 102
< Connection: keep-alive
< Access-Control-Allow-Origin: *
< ETag: W/"66-U9MfY4/h+jbTMz2x22ZLUq+1xzQ"
< X-Runtime: 0.010
< Strict-Transport-Security: max-age=15768000
* Connection #0 to host left intact

    "lead": {
        "first_name": "HULK",
        "id": "5bb3890e9000974b35a55133",
        "last_name": "SMASH"
    "outcome": "success"

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.


Was this article helpful?
0 out of 0 found this helpful
Have more questions? Submit a request


You must be logged in to comment.