Lead Generation Glossary

Plain-English definitions of the terms used when buying leads and data, from AC&C Media Group.

Aged lead

A consumer inquiry that was generated earlier, as opposed to a fresh lead delivered close to the moment the consumer asked to be contacted.

API delivery

Delivering each lead straight into the buyer's system through an integration, with no file handling.

CSV

A simple spreadsheet-style file format (comma-separated values) used to deliver lead files that are ready to import.

Data append

Adding missing information, such as an email address or demographic details, to records you already hold. See email append services.

Data hygiene

Keeping a database accurate and usable, with valid email addresses, phone numbers and postal addresses. See data hygiene services.

Data mapping

A type of data dictionary that specifies how a field in one database corresponds to a field in another.

Email append

Matching a customer file against a reference database to add missing email addresses.

Fresh lead

A lead delivered while the consumer's request is recent.

Jornaya

A third-party service that documents when and how a consumer filled out a web form. A Jornaya token can accompany a lead.

Lead ID

An identifier attached to a lead so it can be referenced and tracked.

Universal Lead ID

The Jornaya token: Jornaya's identifier for a lead event, which can accompany a lead to show when and how the form was filled out.

LTV (loan-to-value)

The mortgage balance as a share of the home's estimated value. It is one of the data points on a refinance lead.

Lead vertical

The industry or product category a lead belongs to, such as refinance, final expense or home services.

Opt-in lead

A consumer who responded with interest to a product or service and requested to be contacted.

Ping post

A two-step delivery method: a partial "ping" lets the buyer decide on a lead, then the full "post" delivers it. See ping post lead delivery.

Reverse email append

Starting with an email address and adding the customer's name and postal address.

TCPA

The Telephone Consumer Protection Act, the United States law that governs telemarketing calls and text messages. See TCPA compliant leads.

TrustedForm certificate

A third-party record documenting a consumer's consent on a web form, which can accompany a lead.