The new LeadConduit is a rules-based real-time data integration hub. It is built on a completely new set of concepts.

Lead Flows

Each lead submitted to LeadConduit is processed through a series of steps that you define. We call this a Lead Flow. Lead flows allow you to filter, enhance, and deliver leads based on rules.

Flow steps gather additional information on a lead using our ever-expanding library of pre-built marketplace services, such as BriteVerify, WhitePages Pro, or Experian. Each successive step of the flow is processed unless a rules-based filter step stops the flow. Use any of our CRM steps to deliver qualified leads to your sales team. If you have a tech team and need to develop custom steps to meet your business needs, our developer-friendly platform is ready to handle your use case.

Once the flow has completed, the lead source is notified that the lead was accepted or not.

Lead Flows

Lead Events

When a lead is submitted, LeadConduit records everything that happens at each step. A flow with 4 steps will have 4 events. When you view a lead, the list of events tells the complete story of how that lead was processed, including the final outcome of the step, a textual reason in the case of a failure or error, the time the event occurred, the total duration of the step, and even the step configuration that existed at the time the step was processed.

LeadConduit exposes the low level technical details of all HTTP transactions, so your technical team can easily diagnose and fix problems. Now you can see exactly what a lead source is submitting to LeadConduit, and exactly what LeadConduit is submitting to external systems.

Technical Details


In LeadConduit, behavior of a flow is controlled by rules. Rules can be made on any consumer information collected as part of a lead submission, or on any data appended to the lead by any step in the flow.


Our powerful rule editor can be used to define conditional logic for:

  • Mapping submitted field names and field values
  • Setting acceptance criteria for leads from a particular lead source
  • Stopping a lead flow
  • Setting criteria necessary to send leads to a third-party marketplace service, CRM, or other step
  • Mapping field names and values being sent out of LeadConduit to external systems like CRMs

Standard Fields

LeadConduit provides a comprehensive library of standard fields which eliminate inconsistencies across flows and make integration with external systems easier. And if you need to collect a piece of data that isn’t represented in our field library, you can add your own custom field.

Our fields automatically normalize phone numbers, email addresses, state, postal codes, social security numbers, numbers, booleans, and URLs, and more. That means you have access to lead data in a standard format, no matter how it was submitted to LeadConduit. And you can always access the original format, should you need to.

Smart field parsing makes it easy to create rules on different parts of a field value. For example, adding a rule on a phone number’s area code is a snap, even when phone number is submitted in a single field.

Standard Fields


LeadConduit provides a library of reusable integrations to make it easy to connect to the services you want to use without developer assistance.

Inbound integrations allow you to receive leads in any format. In LeadConduit Classic, vendors were limited to a few options for submitting leads. In LeadConduit, an inbound integration can be created to address most situations for submitting leads. Examples include integrations with lead vendors, call tracking applications, and form building tools.

Outbound integrations allow you to deliver leads to a wide variety of services. Examples include enhancement services, analytics systems, CRM, Email Systems, etc.

Marketplace Services

LeadConduit offers integrations with a wide array of built-in third-party services that can easily be purchased directly from within the application. These services enhance your lead data by appending additional information about the consumer. The appended information can either be used to reject a lead, or passed along to your CRM.

We offer services in the following categories:

  • Email address contactibility
  • Phone contactibility
  • Median Credit Score of the ZIP+4
  • Postal Code verification and standardization
  • Home value lookup
  • Employer and job title lookup

It’s easy to add any service to your flow. Any usages are billed directly through LeadConduit without setup fees, monthly minimums, or contract negotiations with the third party.

Powerful duplicate detection

LeadConduit’s real-time lead duplicate detection, powered by our SuppressionList service, is easy to use, flexible, and lightning fast.
You can check for duplicate leads in real-time based on any field or combination of fields. Duplicate detection can be configured to work across any number of flows and lead sources. You can even define custom rules for the duplicate lookback time period. So if you’re only concerned with duplicates in the last week, for example, LeadConduit has you covered.

If you need to seed your list of customers, it’s simple to upload a CSV to SuppressionList. And LeadConduit makes it easy to add leads to your list as they are processed in real-time.

SuppressionList’s “pre-ping” feature allows your lead providers to quickly detect a duplicate before the offer form is even shown to the consumer. This solution reduces the number of duplicates in your flow, and lowers costs for your providers.

Best of all, a duplicate lead doesn’t have to stop your lead flow. If you’d prefer, you can accept the duplicate lead and handle it according to your custom requirements. The choice is yours.

Interactive Lead Submission Instructions

Our lead submission instructions are the best in the industry. We’ve gone the extra mile to make it easy for your lead sources to integrate with LeadConduit.

In addition to the usual information you would find in lead submission instructions, such as the submission URL, list of fields, and example values, we’ve developed an interactive tool for lead sources to test behavior of your lead flow, without submitting actual leads.

Our standard lead submission supports, JSON, XML, and form URL encoded leads. Your lead sources can easily see full examples of the HTTP request and response for each format according to the example lead data which can be changed live in the tool. The example responses even change based on acceptance criteria rules set in the flow.

Easily Shared Partner Reports

LeadConduit provides reporting for your partners without requiring a tedious signup process. Simply share a reporting link with your partner and they can easily see, in real-time, how many accepted and rejected leads they have sent to your LeadConduit account. When a lead is rejected, your partner can see the reason why. We even include the partner’s own lead identifier so they can easily match an individual record to their own system. You can revoke access to a reporting link any time.

Rich Analytics Platform

LeadConduit’s current dashboards and reports are all based on a highly scalable analytics platform. We can’t wait to reveal some of the exciting reporting features we have planned. Of course, these aggregations are also available via our API, so your development team can take advantage of our analytics capabilities starting today.

Rich Analytics Platform

Built with developers in mind

The LeadConduit UI is built on top of our RESTful API. That means that anything a user can do while logged in can also be done programmatically.

Our integrations, which each provide the custom functionality required to get leads in and out of LeadConduit using different conventions, written in JavaScript for Node.JS, are open source, and hosted in public GitHub repositories. We fully test our integrations to ensure the highest quality. And we encourage third parties to write integrations too.