Learning Objectives
- You will understand what TrustedForm Insights is and the type of data it makes available.
- You will see how its rich set of metrics is used in practice including behavioral signals such as keystrokes per minute (KPM) and words per minute (WPM).
- You will be able to explain how these insights help validate lead quality, ensure compliance, and improve overall marketing strategy.
Overview
Summary:
TrustedForm Insights is an API‑driven product that extracts deep, real‑time metadata from lead generation events, revealing not only that a lead was captured but also how the interaction unfolded.
Why It Matters:
By providing detailed information—from lead age, browser and domain details to behavioral metrics like typing speed and input methods—TrustedForm Insights empowers marketers, lead buyers, and compliance teams to validate consent, optimize campaigns, detect fraud, and refine lead scoring techniques.
Practical Examples
Example 1:
A lead buyer receives a certificate along with detailed metadata. By analyzing metrics such as manual form_input_kpm and a reasonable form_input_wpm, they determine that the user actively typed their information. This confirms genuine engagement and high lead quality, leading the buyer to prioritize this lead for follow‑up.
Example 2:
A marketing team notices a certificate where the form_input_method array includes “paste” and possibly “autofill.” Despite a high keystroke rate (KPM), the corresponding words per minute (WPM) is nearly zero. This discrepancy flags a potential automated or low‑effort submission, prompting further review before acceptance.
Implications & Applications
Key Takeaways:
- TrustedForm Insights transforms raw certificate data into actionable, behavioral metrics.
- Use of detailed metrics such as form_input_kpm, form_input_wpm, and form_input_method enables differentiation between genuinely engaged users and those who may be using automated methods.
- It supports compliance, fraud detection, campaign optimization, and intelligent lead acceptance criteria through precise, context‑driven data.
Practical Applications
- Lead Scoring: Integrate behavioral metrics with traditional lead data to dynamically score and prioritize leads based on engagement and authenticity.
- Fraud Detection: Identify anomalies like mismatched typing speeds and input methods (for instance, high KPM with zero WPM) to flag and investigate potentially fraudulent submissions.
- Campaign Optimization: Analyze patterns (browser types, originating domains, time on page) to refine targeting, bidding strategies, and user experience design.
- Compliance Verification: Retain detailed session data as proof of express consent, shielding the business from regulatory challenges in case of disputes.
How It Works
- Your lead seller uses TrustedForm Certify on their landing page.
- Every lead comes with a TrustedForm Certificate URL.
- You call the TrustedForm Insights API using that certificate URL.
- The API returns rich metadata describing:
- how fresh the lead is
- what device/browser/location it came from
- how the user inputted their information
- whether the behavior looks human or suspicious
- You store that metadata in your CRM, lead router, or analytics system.
- You correlate Insights values with your disposition data to:
- set smarter filters
- adjust bids
- reject low-quality traffic
- improve routing and prioritization
This helps you optimize spend, reduce fraud, and drive higher ROI without manual work.
Data Available Through TrustedForm Insights
Below is the full list of currently available metadata.
| Name | API Property | Description | Potential Use Case |
|---|---|---|---|
| Age | insights.properties.age_seconds | The number of seconds since the consumer’s last interaction on the page—an indicator of how fresh the lead is. Serves as an approximation of lead age. | Only accept leads with an acceptable lead age that allows you to have a chance to contact them while they are still fresh. |
| Bot Detected | insights.properties.bot_detected | Indicates likely automated activity. | Reject or review bot-like leads. |
| Browser | insights.properties.browser | The type and version of the consumer’s web browser recorded during the lead event. | Correlate KPIs to reveal device/browser-based patterns. |
| Created Timestamp | insights.properties.created_at | Timestamp for certificate creation, in ISO 8601 format. | Record time and date of lead event for record keeping. |
| Domain | insights.properties.domain | The website address or domain where the lead generation event occurred. | Track trends/correlations between KPIs and Domain. |
| Expires At | insights.properties.expires_at | A timestamp indicating when this certificate will no longer be available for API requests. | Reject leads where the TrustedForm certificate has expired and can no longer be retained for protection against TCPA complaints. |
| Framed | insights.properties.is_framed | Whether event occurred inside an iframe. | — |
| Form Input Method | insights.properties.form_input_method | The method(s) used by the consumer to enter form data (e.g., “type”, “paste”, “autofill”, “pre‑populated”). | Reject leads who only used copy and pasting to fill out a form as way to identify potential fraud. |
| Form Input KPM | insights.properties.form_input_kpm | Keystrokes Per Minute; an average measure of the number of physical key presses during form entry. | Identify typing behavior. |
| Form Input WPM | insights.properties.form_input_wpm | Words Per Minute; an estimate of the speed of text entry calculated by assuming an average word length of five characters. | Validate manual input vs autofill/paste. |
| IP Address | insights.properties.ip | Public IP from XFF header. | Detect repeated/suspicious IPs. |
| Location | insights.properties.approx_ip_geo | City/state/country/timezone/lat/long of the consumer’s location during the lead event based on IP address. Country is represented as an ISO 3166-1 alpha-2 country code. Time zone is named according to the Olson Database. | Geo-based filtering. One common use case for Time Zone is to route leads to the appropriate Call Center. |
| Masked | insights.properties.is_masked | Whether certificate is masked. | Route masked certs differently. |
| Mobile | insights.properties.is_mobile | Whether device is mobile. | Mobile vs desktop quality analysis. |
| Sensitive Content | insights.properties.num_sensitive_content_elements | Hidden content flagged as sensitive. | Manual review when too much is hidden. |
| Sensitive Form Fields | insights.properties.num_sensitive_form_elements | Sensitive input fields hidden. | Manual review for compliance. |
| Operating System | insights.properties.os | OS name and version. | Device profiling. |
| Page Scan | insights.scans | A function that checks the web page for the presence (or absence) of specific text, such as opt‑in language. | Ensure legal compliance. |
| Page URL | insights.properties.page_url | Pge URL where lead event occurred. | Trace lead origin. |
| Parent Page URL | insights.properties.parent_page_url | Browser URL if inside iframe. | Reveal hidden originating pages if page hosted elsewhere. |
| Time on Page | insights.properties.seconds_on_page | Total time spent on page during lead event. | Correlate engagement with conversion. |
| Confirmed Owner | insights.properties.confirmed_owner | The verified owner of the domain, page, app, or site where the lead was generated. | Trace leads back to accountable, verified partners. |
Frequently Asked Questions (FAQ)
Q: What exactly is TrustedForm Insights?
A: It is a tool that retrieves comprehensive metadata from a TrustedForm certificate, detailing how a lead was generated and the nuances of user interaction during form submission.
Q: How do I access TrustedForm Insights?
A: You access the data by calling the TrustedForm Insights API with a valid certificate URL. The API returns detailed properties such as lead age, browser, domain, IP address, and behavioral metrics like keystrokes per minute (KPM) and words per minute (WPM).
Q: What types of input methods does TrustedForm Insights detect?
A: It can detect methods such as manual typing (“type”), paste actions (“paste”), browser autofill (“autofill”), and pre-populated field entries. This helps differentiate genuine, engaged users from those relying on non‑interactive methods.
Q: Can typing speed metrics vary between devices and browsers?
A: Yes. Different browsers handle autofill and other input methods differently. For example, Safari on iOS may simulate keystrokes resulting in inflated metrics, whereas Chrome typically records lower values for such events.
Q: How can these insights improve my lead buying decisions?
A: By integrating these insights into your lead scoring model, you can filter out low‑quality or potentially automated submissions and focus on leads that demonstrate genuine, engaged behavior.
Q: Will this allow me to view and retain TrustedForm certificates?
A: No, in order to view TrustedForm certificates you must verify that you own the domain it originated from or use TrustedForm Retain to store the certificate in your account.
Q: How long can I retrieve Insights for a certificate?
A: Until the certificate’s retain period expires (3 or 90 days). All certificates expire, regardless of whether they were retained or not. Retaining a certificate stores a copy permanently in your account — but does not extend API access.
Glossary
| Term | Definition |
|---|---|
| Certificate | A secure record generated by TrustedForm that documents the details of a lead generation event. |
| Insights | The complete set of metadata and behavioral data provided by TrustedForm Insights, which assist in evaluating lead quality. |
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