Lead gen terms in plain words

Each term in two sentences, with a worked example and how EventsIQ does it.

A
Accept ruleAn accept rule is how a lead seller decides, from a buyer's reply, whether the buyer took the lead.
C
Click idA click id is a code an ad network adds to the link when someone clicks an ad, such as gclid for Google or fbclid for Meta. Sending it back with a sale tells the network which click made the sale.Conversions APIA Conversions API is an ad network's way of receiving conversions from a server. Meta, TikTok, Google and others each have one.Cost per leadCost per lead is what you spent on ads divided by the leads they produced.
D
Daily capA daily cap is the most leads a buyer will take in one day. Once it is reached, the buyer is skipped until the next day.
E
Exclusive leadAn exclusive lead is sold to one buyer only. A shared lead is sold to several.
F
Field mappingField mapping matches the names one system uses for its data to the names another system expects.
L
Lead adsLead ads are ads with a form built in, such as Meta and TikTok Instant Forms, so people can send their details without leaving the app.Lead buyerA lead buyer is a business that pays for leads, such as a law firm, lender, insurer or installer.Lead distributionLead distribution is delivering each lead to the buyers who should get it, in the format each one needs, and recording who bought it.Lead routingLead routing decides which buyers see a lead, based on rules about the lead such as its state, product or answers.Lead waterfallA lead waterfall is an ordered list of buyers. Each lead is offered to the first buyer; if they decline, it moves to the next, until one accepts, so a lead sells at most once.
P
Ping postPing post is a way of selling a lead in two calls: a ping that describes the lead without personal details, then a post with the full lead sent only to the buyer who said yes.PostbackA postback is a call from one system to another that reports something happened, such as a lead becoming a sale.
R
ROASROAS, return on ad spend, is revenue divided by ad spend. A ROAS of 3 means every dollar of ads brought back three.
S
Server to server trackingServer to server tracking reports conversions from one server to another, rather than with a pixel in the visitor's browser.Suppression listA suppression list is an audience your ads exclude, so you stop paying to reach people who already became customers.
T
Tracking domainA tracking domain is the web address your ad links go through so clicks can be recorded before the visitor reaches the landing page.
U
UTM parametersUTM parameters are tags added to a link, such as utm_source and utm_campaign, that say where a visit came from.
W
WebhookA webhook is an address one system sends data to when something happens, so another system hears about it straight away.

See these ideas working on your own leads.

Get startedTalk to sales