Feedback Events
Closing the Loop on Lead Quality
Feedback events complete the lead story. While delivery events tell you a lead reached the buyer, feedback events reveal what happened next - did they convert? Was it returned? This post-delivery intelligence drives optimization across your entire operation.
📍 You are here: Learning to track and use post-delivery feedback
📈 What you'll master: Conversion tracking, quality monitoring, and feedback loops
💡 The outcome: Data-driven quality improvements and stronger buyer relationships
Understanding Feedback Events
The Feedback Flow
Feedback arrives after delivery:
Lead delivered to buyer
↓
Time passes (minutes to days)
↓
Buyer processes lead
↓
feedback.received OR feedback.sent
↓
Quality and revenue updated
Two Types of Feedback Events
feedback.received
- Buyer sends outcome data
- Automatic API updates
- Real-time quality signals
feedback.sent
- You update buyer outcomes
- Manual quality tracking
- Source performance data
Feedback.Received Event
Buyer-Initiated Feedback
When buyers report outcomes:
{
"event_type": "feedback.received",
"timestamp": "2024-01-15T14:45:23.456Z",
"lead_id": "lead_7K9mHpQR3x2B5N8j",
"source": {
"entity_id": "ent_5L2nK9mR3x8B4Q7p",
"entity_name": "Premier Insurance Buyer",
"type": "buyer_api"
},
"feedback": {
"outcome": "converted",
"reason": "Policy sold",
"value": 450.00,
"timestamp": "2024-01-15T14:42:00Z"
},
"original_delivery": {
"timestamp": "2024-01-15T10:30:47Z",
"price": 45.00,
"time_to_feedback": "4h 14m 36s"
},
"impact": {
"source_quality_score": "+5",
"buyer_satisfaction": "positive",
"revenue_recognized": true
}
}
Conversion Feedback
The best news you can get:
Conversion Indicators:
outcome: "converted"
Additional Data:
- Sale amount
- Product type
- Agent assigned
- Close time
What This Means:
- Source delivered quality
- Buyer made money
- Pricing validated
- Everyone wins
Return Feedback
When leads don't work out:
{
"event_type": "feedback.received",
"timestamp": "2024-01-15T11:30:00Z",
"lead_id": "lead_8M1pL5nR2x6C3K9j",
"feedback": {
"outcome": "returned",
"reason": "Invalid phone - disconnected",
"credit_requested": true,
"details": {
"attempts": 3,
"last_attempt": "2024-01-15T11:25:00Z",
"specific_issue": "Number not in service"
}
},
"resolution": {
"credit_approved": true,
"amount": 45.00,
"source_notified": true
}
}
Quality Feedback
Detailed performance data:
Quality Metrics Received:
Contact Rate: 65%
- Phone answered: Yes
- Spoke to lead: Yes
- Right party: No
Interest Level: Low
- Product interest: 2/10
- Buying timeline: None
- Budget: Unclear
Lead Accuracy:
- Name: Correct
- Phone: Working but wrong person
- Email: Bounced
- Address: Incomplete
Feedback.Sent Event
Providing Feedback to Sources
When you update source quality:
{
"event_type": "feedback.sent",
"timestamp": "2024-01-15T16:00:00Z",
"lead_id": "lead_7K9mHpQR3x2B5N8j",
"target": {
"entity_id": "ent_3Q9wK5mN8B2xR7pL",
"entity_name": "ABC Lead Gen",
"type": "source"
},
"feedback": {
"outcome": "quality_issue",
"category": "data_accuracy",
"details": {
"issue": "Wrong phone numbers",
"frequency": "15% of leads",
"impact": "High return rate"
}
},
"action_requested": "improve_validation"
}
Feedback Types to Sources
What to communicate:
Performance Updates:
Positive:
- Conversion rates
- Contact quality
- Data accuracy
- Buyer satisfaction
Negative:
- Return reasons
- Quality issues
- Missing data
- Compliance problems
Specific Issues:
Data Problems:
- Invalid phones (specify percentage)
- Bounced emails (with examples)
- Wrong geography (state mismatches)
- Age discrepancies
Process Issues:
- Duplicate rate too high
- Consent not clear
- Delay in delivery
- Form technical problems
Using Feedback Events
Conversion Rate Analysis
Track real outcomes:
30-Day Conversion Analysis:
Total Delivered: 10,000 leads
Feedback Received: 8,500 (85%)
Outcomes:
Converted: 850 (10%)
Contacted: 2,550 (30%)
No Contact: 3,400 (40%)
Returned: 1,700 (20%)
By Source:
Source A: 15% conversion
Source B: 8% conversion
Source C: 5% conversion
Return Rate Management
Identify problem patterns:
Return Analysis This Week:
Total Returns: 340
Return Rate: 3.4%
Top Return Reasons:
1. Disconnected phone: 35%
2. Wrong person: 25%
3. No interest: 20%
4. Already purchased: 15%
5. Other: 5%
Action Items:
- Phone validation for all sources
- Better duplicate checking
- Clearer interest qualification
Quality Score Calculation
Build source rankings:
Source Quality Score:
Components:
- Delivery rate: 25%
- Contact rate: 25%
- Conversion rate: 30%
- Return rate: 20%
Source A Score: 88/100
- 95% delivery ✓
- 75% contact ✓
- 15% conversion ✓
- 2% returns ✓
Source B Score: 72/100
- 92% delivery ✓
- 60% contact ⚠️
- 8% conversion ⚠️
- 5% returns ⚠️
Feedback Loop Automation
Act on feedback automatically:
Automated Actions:
High Returns from Source:
→ Reduce volume cap
→ Increase validation
→ Notify account manager
Low Contact Rate:
→ Check phone validation
→ Review acceptance criteria
→ Pause if under 50%
High Conversion:
→ Increase volume cap
→ Premium pricing tier
→ Request more leads
Advanced Feedback Patterns
Time-to-Feedback Analysis
How quickly feedback arrives:
Feedback Timing:
Within 1 hour: 15%
- Usually contact result
- Quick disqualifications
1-24 hours: 45%
- Initial contact attempts
- Basic qualification
1-7 days: 30%
- Sales cycle progress
- Detailed outcomes
7-30 days: 10%
- Final conversions
- Long sales cycles
Feedback by Buyer Type
Different buyers, different patterns:
Live Transfer Buyers:
- Feedback: Within minutes
- Focus: Contact rate
- Key metric: Transfer success
Lead Buyers:
- Feedback: 24-48 hours
- Focus: Contact + interest
- Key metric: Qualification rate
Data Buyers:
- Feedback: 7-30 days
- Focus: Conversion
- Key metric: ROI
Seasonal Feedback Patterns
When quality varies:
Insurance Vertical:
Q4 (Oct-Dec):
- Higher contact rates
- Faster feedback
- More conversions
Q1 (Jan-Mar):
- New year interest
- Quality improves
- Returns decrease
Summer (Jun-Aug):
- Lower contact
- Delayed feedback
- Vacation impacts
Feedback Integration
With Source Management
Adjust source relationships:
Source Performance Actions:
Excellent (>12% conversion):
- Increase caps
- Premium pricing
- Priority processing
- Long-term contract
Good (8-12% conversion):
- Maintain current
- Gradual increases
- Standard pricing
Poor (<5% conversion):
- Reduce caps
- Require improvements
- Enhanced validation
- Probation period
With Pricing Strategy
Value-based pricing:
Dynamic Pricing Based on Feedback:
High Conversion Sources:
- Pay 20% premium
- Exclusive options
- Volume bonuses
Average Sources:
- Market pricing
- Performance incentives
- Quality bonuses
Low Quality:
- Reduced pricing
- Quality penalties
- Improvement required
With Buyer Relations
Strengthen partnerships:
Buyer Feedback Actions:
Consistent Feedback:
- Thank you notes
- Priority support
- First access to new sources
Quality Issues:
- Proactive communication
- Credit processing
- Quality improvement plans
No Feedback:
- Follow-up requests
- API integration help
- Feedback incentives
Best Practices
Feedback Collection
Make It Easy
- Simple API endpoints
- Clear documentation
- Multiple methods
- Batch options
Incentivize Sharing
- Credits for feedback
- Priority access
- Better pricing
- Quality bonuses
Act on Data
- Visible improvements
- Source coaching
- Process updates
- Communication
Feedback Analysis
Regular review cycles:
Daily:
- Return rates
- Major issues
- Credit requests
Weekly:
- Conversion trends
- Source performance
- Quality patterns
Monthly:
- Full analysis
- Score updates
- Relationship reviews
- Strategy adjustment
Communication Strategy
How to share feedback:
With Sources:
- Regular reports
- Specific examples
- Improvement suggestions
- Success celebration
With Buyers:
- Thank for feedback
- Show improvements
- Request specifics
- Build partnership
Internal Teams:
- Quality dashboards
- Action items
- Trend alerts
- Win tracking
Common Challenges
Limited Feedback
When buyers don't share:
Solutions:
- API integration assistance
- Manual feedback forms
- Incentive programs
- Regular follow-ups
Workarounds:
- Sample calling
- Mystery shopping
- Return tracking
- Delivery monitoring
Delayed Feedback
Long sales cycles:
Strategies:
- Interim milestones
- Contact confirmation
- Progress indicators
- Partial feedback
Expectations:
- Set realistic timelines
- Track by vertical
- Seasonal adjustments
- Patience required
Conflicting Feedback
When stories don't match:
Investigation:
- Check original data
- Review delivery details
- Contact both parties
- Find truth
Resolution:
- Document findings
- Fair decisions
- Process improvements
- Prevent recurrence
Your Next Steps
Essential Actions
- Enable Feedback - Set up API endpoints
- Track Metrics - Build feedback dashboards
- Close Loops - Act on feedback data
- Communicate - Share insights regularly
Advanced Topics
- Feedback API - Technical implementation
- Quality Scoring - Build algorithms
- Source Management - Use feedback
Related Events
- Source Events - Start of journey
- Recipient Events - Delivery details
- Event Analysis - Deep insights
🔄 Remember: Feedback events close the quality loop. They transform one-way lead delivery into a two-way conversation about quality, creating accountability and driving continuous improvement throughout your ecosystem.
Next: Explore Advanced Event Analysis for complex scenarios.
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