Glossary

An accepted lead, or sold lead, is a lead that matches all predefined criteria and is accepted (sold) to a buyer.

An Advertiser is any business or entity that promotes products or services to generate leads or sales.

An Affiliate is a partner who promotes a product or service in exchange for a commission on sales or leads.

Equipment that can automatically dial phone numbers and deliver prerecorded messages.

B2B is a marketing approach targeting other businesses as customers.

B2C is a marketing approach targeting individual consumers as customers.

A penalty imposed on a buyer who fails to follow through on a lead they accepted. If you have a buyer who on average returns 20% of the leads sold to them, you can place a 20% bid penalty on that buyer that adds a margin to their prices, covering the average 20% return rate.

A call center is an operation set up for handling inbound and outbound customer interactions, including lead follow-up.

A lead that originates from a call center interaction.

A prompt encouraging a lead to take a specific action, such as signing up for a newsletter or filling out a web form.

In Lead Prosper, a Campaign is the main area where you set up your Suppliers, Buyers.

Similar to the US TCPA laws, the CASL is a Canadian law that requires users to acknowledge their consent when filling out a web form.

A lead that has been verified and meets specific criteria, including consent validation with Jornaya LeadID and / or TrustedForm Certificates.

The process a user follows when signing up for multiple offers simultaneously in a co-registration setup.

Co-Reg leads are when a user agress to offers from multiple buyers while they are filling out a single form.

The desired action taken by a lead, such as making a purchase or filling out a form, resulting in a successful outcome for the marketer. For example if you have a landing page with a simple form to collect user information, and they fill out the form - that is a conversion.

Conversion rate refers to the amount of conversions you have for an event divided by the amount of visitors to that landing page, offer email, etc. If you have 1,000 visitors go to a landing page, and 125 of those visitors fill out the form, your conversion rate would be 125 / 1000 for a conversion rate of 12.5%

CPA is the cost associated with a specific action taken by a lead, such as a form sign-up or purchase.

CPC is the cost associated with each click on an advertisement or link.

CPL is the amount of money it costs to generate or aquire a lead. If you spend $100 and that generates 5 leads, then your CPL would be $20.

CPM is the cost of displaying an advertisement to one thousand viewers.

Software used to manage interactions with leads and customers, helping track communication and sales efforts.

Data validation services are services that will take an email, phone number, address, etc. and return a rating or score to determine whether or not that data provided is valid and working.

A method of sending lead data directly to buyers using an API. Direct post does not give the buyer an opportunity to preview the lead data.

A process where leads confirm their interest by responding to an initial opt-in request and a subsequent confirmation email. An example would be a user signing up for a newsletter, and then receiving a follow up email that asks them to click and confirm they are agreeing to sign up for said newsletter.

The eCPL is the actual CPL after scrub rates and returns are taken into account. If you spend $100 and that generates 5 leads, but 2 of those leads are retuned, then your eCPL would be $33.33

A metric used in advertising to represent the cost per one thousand impressions, considering the effectiveness of an ad campaign.

Software that offers email marketing services, including sending, tracking, and managing email campaigns.

An exclusive lead is a generated lead that is sold to only one buyer, reducing competition and increasing the chance of conversion.

Host & Post refers to leads that are collected on a landing page and then posted to various buyers in real-time.

A landing page is a web page designed to capture leads by providing relevant information and a call-to-action.

Lead aggregators are companies that generate leads from various sources with the intention to sell those collected leads to buyers.

Lead brokering is when an entity acts as the middle man between lead generators and buyers, brokering the sale of leads between the two parties while working on margins.

A web form designed to gather information from potential leads. The data from a lead capture form is then sent to an endpoint such as a CRM, email address, lead distribution platform, database, etc.

The process of distributing leads to the appropriate buyer or group of buyers based on predefined criteria. In Lead Prosper the distribution is handled through filters and rules set up on a Global, Supplier, and / or Buyer level.

Lead enrichment is the process of enhancing lead data with additional information to improve targeting and personalization, and thus increasing the likelihood of a conversion.

Lead nurturing is the process of building relationships with leads over time in order to help push the user to convert.

Lead scoring is the process of assigning a numerical value to leads based on the likelihood of it being a legit lead that will convert.

A product, service, or promotion being presented to potential leads.

When a lead gives explicit permission to receive communication from a marketer, often through subscribing or signing up.

Opt-out is when a lead chooses to stop receiving communications from a marketer. An example is a user choosing to unsubscribe to an email newsletter.

PING in lead generation is the action of sending a lead notification to potential buyers.

Ping Post is a lead distribution method where the buyer pre-defines their buying criteria, and leads meeting those criteria are sent to them in real-time.

A Ping Tree is a lead distribution system where leads are pre-pinged to multiple buyers simultaneously, allowing the user to sell the lead to the buyer who wins the lead for any number of reasons, such as first to respond, highest bid, etc.

POST in lead generation is the action of sending the lead payload to a buyer after an initial interaction or sale.

Pre-ping refers to the preliminary check done before sending full lead data to a buyer to ensure the lead meets their criteria. Pre-Ping includes information about the lead itself, but never contains PII (Personal Identifying Information) such as name, full address, and other contact information.

Publishers are any websites or platforms that display advertisements, web forms, and other elements with the intention of generating leads.

Rejected leads are generated leads that are not accepted due to not meeting a predefined criteria.

Returned leads are leads returned to the lead seller due to whatever reasons. Returned leads are essentially refunds and play a role in the true CPL of a campaign.

A lead is any potential customer who has expressed interest in a product or service.

The maximum allowable scrub rate set by a buyer or seller.

The percentage of leads that are removed or "scrubbed" due to not meeting specific criteria.

A shared lead is a generated lead that is sold to multiple buyers. While the sell price for the lead may not be as high as an exclusive lead, if you have several buyers accepting from shared leads you could potentially make more money per lead. For example, an exclusive lead that is sold for $50 is not as profitable as a shared lead that is sold for $12 but is sold to 7 buyers. (7 x $12 = $84)

Suppression lists are lists of leads or users, often using email or phone number, who have opted out or should not be contacted for whatever reason.

Take Rate refers to the percentage of leads that a buyer accepts out of the total amount of leads provided.

TCPA is a U.S. law that regulates telemarketing and text messaging communications by having anyone who hosts a form used to collect data to make users read and acknowledge a prompt explaining how their data will be used.

A specific industry or market segment that leads belong to. Some examples of Lead Gen verticals are home services, mass tort, personal injury, motor vehicle accidents, and more.