Leads

A lead is somebody you have heard of but not yet qualified: a visitor who booked or wrote in through a form that routes leads, a person from a list you imported, or one you added by hand. It is a record of its own — the way it is in Salesforce — and it becomes a contact only when you convert it. The Leads section of the CRM is where the team works them — decides who owns each one, keeps notes, and either converts the lead into a contact or closes it with a reason.

Leads live under the site that captured them, so each site's list is its own. Open CRM → Leads in the console, or open one lead from the Inbox: its Site Members & Leads section shows members or leads, one at a time, by the Members | Leads toggle above the table. Choose Leads, and a row's menu (⋮) has Open in CRM. Each side is its own list with its own filters and search, so a person who left their address and later signed up appears under both. On the organization's Inbox the section is Leads alone, every site's. See Filter the Inbox tables.

Plan availability

Leads are part of the CRM, included from Starter. On Free the section is shown locked, with the rest of the CRM. Leads are still filed on Free, exactly as described below, and kept; members holding Privacy requests, which workspace owners and admins hold by default, can export every lead, or erase a person, from Settings → Privacy. See What each plan includes.

What makes a lead

One person is one record: a lead until somebody qualifies them, a contact after. A lead is created by a lead surface, and by nothing else:

• a booking;
• a form whose own page has Also create a lead from the address someone gives this form switched on;
• Import, New lead, and POST /v1/leads over the REST API.

A lead surface files a lead and no contact. The one exception is a person the workspace already holds as a contact — a customer who books a demo, say: their booking lands on the contact's timeline, and no lead is filed, because a contact is what a lead becomes and a person cannot be both.

The other doors work the other way round:

• A form without lead routing and a newsletter opt-in update the open lead when this site holds one for the address — its consent and its history stay on the one record the team is working — and the contact otherwise.
• A member sign-up and an order make the person a contact, because an account or a purchase is a relationship. An open lead the site held for the address is closed as Qualified, converted onto that contact, so nobody keeps working a lead who already joined or bought.

The plan changes none of this. On Free too, a form files a lead only when its lead routing is on, and the lead is kept, though the Leads section that lists it is locked with the rest of the CRM.

So Contacts is the people you have a relationship with and Leads is the working list. The Leads section opens with which surfaces create leads on this site — sign-ups, bookings, and the lead-routed forms by name, each linking to the form's page — and offers Turn on lead routing beside a form that could route. A form with no email field cannot key a lead, and a form that records no consent would file leads the team cannot email; in either case the control says so instead of switching, because publishing the form would refuse the same thing. One person is one lead: a second submission updates the lead the first one created. Leads from before the Leads section existed were created from those earlier submissions and bookings, so a person who wrote in through a lead-routed form before lead routing existed is in the Open view too, unassigned.

At the organization level — CRM → Leads from the organization's own tab, where every site's leads are one list — the same note opens the section grouped by site. Sign-ups and bookings are named once, since they create a lead on every site; then each site is a group of its own, named and linking to that site's Leads section, with its lead-routed forms by name, Turn on lead routing beside the forms that could route, and the reason as the control's tooltip beside the ones that cannot. A site with no forms says so in one line. The first three sites open with their forms showing; the rest wait behind Show N more sites, and their forms are not read until you open them. Turning routing on from here switches that site's form and names the site in the confirmation.

The contact's own page links back: Lead on this site on the Relationship card opens the lead when this site holds one for the address.

What a lead holds

A lead is a record of its own — the way it is in Salesforce — and carries the person and their company as text until it converts:

Field	Notes
Email	The identity: a site holds one lead per address.
Salutation, First name, Last name	How to address the person, and their name in parts. The salutation is one of your organization's Salutation values — the list contacts use. While a first or last name is set, Name is the two together ("Ann Lee") and follows them; a lead that only has a name keeps it as it was captured, and is never split.
Name	The person's name — what the list shows and searches.
Company	The company's name, typed. Not a link — a thousand imported leads must not create a thousand companies. Converting is what links or creates the company record, by this name or by the address's domain.
Job title, Phone, Mobile phone, Fax, Website	As on a business card. Phone numbers are stored with their country code; the website as a full address.
Do not call	The person asked not to be phoned. It shows as a warning on every number and on Call, and never blocks the call — the same as on a contact.
Industry, Rating	Picked from your organization's Industry (Salesforce's standard industries) and Rating (Hot, Warm, Cold) values — the same lists companies use, kept under CRM › Fields › Companies — so a lead converts into the same value.
Employees, Annual revenue	The company's size, as the lead tells it. Revenue is typed in a currency's major units, like 1250000.00, and kept with its currency.
Lead source	Where the lead came from, picked from your organization's own lead source values — Salesforce's standard set, Aglyn's own doors and outreach, and any you add — listed under Inbound, Outbound and values in no group. A new lead starts from the list's default when it has one, and a lead your site captures is given its door's value — see Lead source, filled in for you. Distinct from Sources below, which the site records.
Tags	Comma-separated, lower-cased.
Campaigns	The site's campaigns the lead is filed under, picked by name. Grouping, not consent: it decides which campaign pages list the lead, never whether anything mails them. Enrolling the lead in a sequence that is in a campaign files it there too.
Address	Street, city, state, postal code and a two-letter country code.
Status, Owner, Notes	The working state — see The Leads list.

Lead source, filled in for you

Aglyn's own doors and outreach each have a built-in lead source, and fill it in on a person they meet first:

Where the person came from	Lead source
A form on your site	Website form
A booking	Booking
A newsletter sign-up	Newsletter sign-up
A site member sign-up	Site member sign-up
An online purchase	Online purchase
A sign-up for an account on Aglyn itself (Aglyn's own workspace)	Account sign-up
Enrolled in a sequence	Sequence
An email campaign	Email campaign — offered for you to pick; no campaign creates leads by itself today

The value lands on the lead, and on your site's own record of a contact, only when it has no lead source yet: whatever a person already has is never replaced, and a lead source someone cleared stays clear when the person comes back. Rename a built-in value and the doors fill in your name for it; deactivate one and that door fills in nothing. A lead added by hand, over the API or from a CSV is not filled in — those are ways of adding a lead, not places it came from. Vendors Aglyn does not run, like a data provider or a sending tool, are values you add yourself.

Every one of them is editable on the lead's page, comes in through Import, and is handed to the contact when the lead converts.

Beside them, your organization can define its own lead properties — a budget, a territory, a renewal date — on the Leads tab of CRM → Fields. They show on every lead's page and in the New lead drawer, and as optional columns on the list. They are not filled by the leads CSV import, and they stay on the lead when it converts: a lead field and a contact field are two fields even when they share a key.

Adding a lead by hand

New lead, at the top of the Leads list, opens a drawer over the list — the list stays exactly where it was. Type what you know: the email is the one required field, and the company, title, phone, website, lead source, status, owner, tags, address and notes are optional. Any custom lead fields your organization has defined are offered here too, and a required one has to be filled. At the organization level the drawer first asks which site to file the lead under, since a lead is private to one site.

It creates a lead and nothing else. No contact and no company are made — that is what converting does, once the lead is real. If the site already holds a lead for the address, what you typed is written onto it and the page says so. Adding a lead is never marketing consent, so none is recorded.

The Leads list

The list shows the most recently seen leads first — a person who booked yesterday sits above one who signed up last month, whichever came first. A column header sorts it another way — see Columns and sort. Each row carries:

Column	What it shows
Lead	The name the person gave, with their email beneath it — or the email alone.
Company, Title	The lead's own company and job title, as text.
Status	New, Nurturing, Working, Qualified or Unqualified — see Lead statuses. Change it in place from the row.
Email	The last verdict on the lead's address — see Email state — or a dash when nothing is known.
Owner	The team member working the lead, or Unassigned. A lead inherits its contact's owner when one is assigned on capture.
Source	Every surface that captured this person: Booking, the form they submitted, an import, New lead, or the API — and Sign-up on leads filed before sign-ups stopped making leads.
Lead source	The lead's lead source.
Industry, Rating	Off until you turn them on from the column menu.
Tags	The lead's tags.
Campaign	The campaigns the lead is filed under, by name. Under a site only — a campaign belongs to one site.
Last seen	When the person last did something on your site.

Lead statuses

A lead moves through its statuses in the order a person works one:

Status	What it means
New	Nobody and nothing has touched the lead yet. A lead your site captured carries no status of its own and reads as New.
Nurturing	Automated email is reaching the lead — a sequence sent it a step, or a campaign email was delivered to it — and nobody has engaged yet.
Working	A person is in a conversation with the lead: it replied to a sequence, or a teammate set it to Working.
Qualified	The lead was converted into a contact.
Unqualified	The lead was closed without converting, with a reason.

New, Nurturing and Working are the open statuses — the leads that still need somebody. The moves into Nurturing and on to Working happen by themselves: the first sequence email or campaign email that is actually sent to a New lead moves it to Nurturing, and a reply to a sequence moves a New or Nurturing lead to Working. Neither ever moves a lead back: a lead already Working, Qualified or Unqualified keeps its status, and a converted lead is never touched. You can still set any open status by hand.

Your own statuses. Lead status is a picklist like Salesforce's: the five above are its standard values, and on the Leads tab of CRM → Fields, under Lead status values, you can rename them, reorder them, deactivate one, and add your own — "Contacted", "Meeting set", "Lost to competitor". Every value you add means one of the five, picked when you add it in the Means column; it cannot mean Qualified, which only a conversion sets. The meaning is what the list filters by, what the open count and the digest count, and what sequences and sharing rules read; your label is what the lead shows. A lead set to "Contacted" is a Working lead labeled Contacted. A lead given only a meaning — by a capture, a sequence or an automation — shows the default value when it has that meaning, else the first active value of that meaning. Deleting a value you added moves its leads to another value of the same meaning. The status select on a lead, the row's select, Set status on the bulk bar and the New lead drawer list your active values; picking an Unqualified one opens the dialog that asks why. The Status filter still picks a meaning, named by your values of it.

The Daily CRM digest lists only New leads as unworked, and counts the Nurturing ones on a line of their own ("12 leads are in sequences or campaigns"), because email is already reaching them.

Filter and search the leads

The table's own toolbar filters the list: Filters opens the filter panel, and Search finds a lead by a word of its name, its email address — and each part of the address, so the domain alone finds it — its company, its title or its tags. Status, Email, Owner, Lead source, Lead source direction, Industry, Rating and Campaign are picked from a list in the panel, and from each column's menu. Status starts on Open (new, nurturing or working), every lead that still needs working; pick one status instead, or remove the filter to see every lead. A lead nobody has touched yet has no status of its own and reads as New, so the leads your site collected before the CRM existed are already in the Open view. Email narrows by the address's verdict — Cannot be emailed for every verdict but OK, one verdict on its own, or Nothing known. Campaign narrows to the leads filed under one of the campaigns, by name, and Lead source to one of your lead source values — inactive ones included, marked — or to No lead source. Lead source direction keeps the leads whose lead source is in the Inbound or the Outbound group, as the lead source values group them: move a value to another group and its leads move with it, however many values the group holds. Industry and Rating keep the leads holding one of your values — inactive ones included, marked. Owner keeps one teammate's leads. Status, Email, Owner, Lead source and Lead source direction each take one choice (is) or several (is any of); Campaign takes one.

The panel edits one filter at a time, and filters on different columns add up: filter Lead source, then Status, and the list keeps both. Every filter in force shows as a chip beside the views control; the chip's ✕ removes it. The filters are part of the saved view, and a view saved before the panel existed filters exactly as it did. See Filter and search a list for the toolbar every console list shares.

Every filter and the search are answered by the list's query, so they reach every lead the site holds, not only the page on screen. The list shows them a page at a time, newest seen first, with the usual footer to pick how many rows a page holds and to turn to the next page while there are more.

The search matches whole words from their start: "cof" finds Coffee, but a fragment from the middle of a word does not. It looks for one word at a time — type several and it searches the first, and says so — and reads the first 12 letters of a long word.

A few combinations cannot be answered by one query. Campaign and the search cannot be combined: while the search box holds a word, the Campaign filter is not applied, and a notice above the table names it and says why. Under a site, a member whose access is limited to particular sites searches by the start of a lead's email address, and a notice says so; the Campaign filter is not applied for them. No lead source cannot be picked beside a lead source value, and a filter whose choices, multiplied by the other filters' choices, come to more than 30 is not applied either (Cannot be emailed counts as every verdict it covers); the notice names both.

Working a lead from the row

• Status — click the status chip to change it to New, Nurturing or Working. Choosing Unqualified… asks for a reason first.
• Row menu (⋮) — Open lead, Convert…, Assign owner, or Unqualify. Convert… opens the same dialog as the lead's page (see Converting a lead) without opening the page first; on a lead already converted, unqualified, or whose person has an erasure pending, it is disabled with the reason as its tooltip.
• Click anywhere else on the row to open the lead's page.

Every change here is saved immediately; there is no separate save step.

Several leads at once

Every row has a checkbox. Tick one or more — or the header's checkbox for the page — and a bar appears over the list with Set owner, Set status, Unqualify (one reason for all of them), Add to campaign (under a site) and Export… for the selection. What each does, and which leads it skips by name, is in Bulk actions → Leads. The selection clears when the filters or the search change.

Import and export

Export… at the top of the card opens the export dialog on the list's current filter or every lead, and the bulk bar's on the selection: every lead field, your lead custom fields included — the status as your organization labels it, the owner by email, the campaigns by name, the address in six columns, and what the capture doors recorded (the sources, first and last seen, the number of captures, when the lead converted).

Import takes a file of leads — a Salesforce leads report, a HubSpot, Apollo or Pipedrive export, a list from an event — through the import wizard and files each row under one of your sites. A lead is the person at an address, so a row finds its lead by Aglyn ID or email, and a person the site has already met is updated rather than added twice. Every new lead comes in through the door a sign-up or a form uses: keyed by address, held to the site's lead ceiling, filed under the site. Importing needs the same Manage data permission as importing contacts.

Field	What is read
Email	Required, and the identity; a matched lead's address never changes.
Salutation, First name, Last name, Full name	While a first or last name is set, the lead's name is the two together.
Company, Job title, Phone, Mobile phone, Fax, Website	The lead's own profile, as text; converting the lead links or creates the company. A phone that cannot be read, or a website that is not one, fails the row with why.
Do not call	A file can turn it on, never off.
Industry, Rating, Lead source, Salutation	Your organization's values, by label; a new lead with none starts from each list's default.
Employees, Annual revenue	A whole number; an amount with its currency.
Address street … country	Six columns; country as a two-letter code.
Status	Any of your statuses but Qualified: a lead becomes Qualified by converting it. A file's Qualified is held back, named on the Review step.
Owner	A member of your workspace, by email or name.
Campaigns	Your campaigns by name, added to the ones the lead is already filed under. A name your workspace has no campaign for is yours to map, leave out or refuse on the Values step.
Tags	Added to the lead's own.
Unqualified reason	Kept only on a lead that is Unqualified.
Notes	Text.
Custom fields	Every lead field you defined under Fields.

No marketing consent is recorded by an import. A capture writes a consent basis only when the visitor ticked a box in front of them, and a file is not that box. An imported lead can be included in a campaign audience only if the site already holds a consent for that person — see Who a campaign is allowed to reach.

Who owns a lead

A lead starts unassigned unless somebody assigns it — from the row, the lead's page, the import file, or the New lead drawer. When a lead is converted, the contact takes the lead's owner unless you pick another. An automation that reassigns the contact moves a converted lead's owner with it.

Assigning an owner from the row menu or the lead's page changes the lead alone; the contact, when there is one, is assigned from its own record.

A lead's page

A lead's page is where you work one lead: set its status and owner, call or email the person, and Convert it once it is real. Click a row in the Leads list to open it.

Lead holds what the team decides: the status and the owner. It also shows the identity the capture recorded — email and name — and the person's marketing consent: whether they opted in (and when), declined, or never recorded a choice. A lead with no recorded consent cannot be sent marketing email, which is worth knowing before you promise them a newsletter. The card's header carries Convert, Call and Log a call beside Send email — see click to call — and, once the lead converts, Open contact, Open company and Open deal in place of Convert. Beside the status, the header names every campaign the lead is filed under.

Details

Details is the lead's profile, laid out as Salesforce lays out a lead: the salutation and the name's parts, then Lead information — company, job title, industry, rating, lead source, tags, employees and annual revenue — then Contact information — phone, mobile phone, fax, website and Do not call — then the address, with any custom lead fields under More fields, and free-text notes, all saved together by the one Save in the card's header. Once the lead converts, the profile is read-only here, because the contact is the record then; the notes can still be written.

Campaigns

Campaigns is your own filing of the lead under the site's campaigns: Filed under campaigns offers the site's campaigns by name, and Save filing in the card's header writes the pick. It is your own grouping — it never adds anyone to a send, because a campaign mails its lists — and it is the same picker the contact's Relationship card carries, so a lead and the contact it becomes are filed the same way.

Captured history

Captured history is read-only: when the person was first and last seen, how many times your site captured them, every source that did, and — under Where this lead came from — the campaign the capture is credited to, when there is one. That is attribution, which campaign's link brought the person; the filing above is separate, and the card says so.

Email state

Beside the status, a lead carries the last verdict on its address, when a sender has given one: Would bounce (the address's domain has no mail server), Bounced (the mailbox does not exist), Blocked by their mail gateway (the company's mail filter refused the sender), Unsubscribed, Marked as spam, or Do not contact (on your organization's do-not-contact list, by a member's mark or a reply asking to be left alone). Hover the chip for the date and what the server said. The verdict is written by the senders themselves — a sequence's bounce, a campaign's unsubscribe, a member's do-not-contact mark — never by a form, an import or the lead's editor, so a bounce cannot be edited away; it is lifted when the address is released.

Would bounce is the platform's own check rather than a sender's verdict. Whenever a lead or a contact is captured — a form, an import, New lead, the API, an add to a list — Aglyn looks up the address's domain once the record is saved, and a domain that publishes no mail server (or a null MX record, which says it accepts no email) marks the record Would bounce. It never slows the capture, and it is the weakest verdict: a real bounce or block replaces it, and it is taken back on its own if the domain starts taking mail. Email › Would bounce in the list filter finds these records.

Beside the verdict, the page shows which mail gateway stands in front of the address when its domain names one — Barracuda, Proofpoint, Mimecast, Google Workspace, Microsoft 365 — and, once your site has sent there, how many of this week's messages it delivered or refused. While the state forbids email, Send email is disabled with the reason, and the sequence enroll step refuses the lead in the same words. A bounce does not change the lead's status — you may still call — but the chip is the first thing the page shows.

The email a sequence sent is on the lead's timeline as Sent; when it bounces, the same entry reads Bounced with the server's words on hover, so the record reads Sent, then Bounced.

Converting a lead

When a lead is real, click Convert on the lead's page, or choose Convert… from its row's menu on the list — the same dialog either way, from the list in one click. The dialog asks three things:

1. Contact. The lead becomes a contact at the Sales qualified lifecycle stage, carrying the lead's salutation, first and last name, phone, mobile phone, fax, Do not call, job title, address, tags, campaigns, notes and company name, owned by whoever you pick — the lead's owner by default. Pick nobody and the workspace's assignment rules and the site's default owner decide, and failing those the contact is yours. A colleague you pick is notified; you are not told about a contact you kept. If this email address is already a contact, the conversion joins that contact rather than creating a second one — the address book stays one row per person — and a contact that already has an owner keeps them. Custom lead fields are not carried: a lead field and a contact field are two fields even when they share a key, so their values stay on the lead, which you can still open.
2. Company. No company, Link an existing company, or Create a company. The dialog proposes from the lead's own Company text first: a company your workspace already files under that name is preselected, whatever its domain; otherwise one at the address's domain; otherwise a new company named as the lead names it, with the domain filled in when the address has one. A lead with no company text at a public mailbox such as Gmail proposes nothing. A company the conversion creates takes the lead's industry, rating, employees, annual revenue and currency, website, phone, fax, its address as the billing address, and its lead source as the Account source; a company it links takes them only into the fields it leaves empty, never over what it holds.
3. Deal. Tick Open a deal to open one in your default pipeline with a title, an amount, a currency, a starting stage and a type — your list's default until you pick another. The deal carries the lead's lead source, as Salesforce's conversion does, and its campaign — the campaign the lead was most recently filed under — and takes its stage's forecast category. A workspace with no pipeline yet gets a Sales pipeline with the default stages created along with the deal.

Converting marks the lead Qualified, records what it became, and takes you to the new contact's page. What was filed on the lead follows it: the calls, emails, notes and tasks logged on the lead appear on the contact's timeline and task list too, and a sequence the lead was enrolled in carries on with the contact. Back on the lead, the card links to the contact, the company and the deal. A converted lead cannot be converted again — opening the dialog on one simply takes you to its contact.

A lead whose person has an erasure pending cannot be converted either: Convert stays on the page but is disabled, with the reason as its tooltip, until the nightly job has run — and the job removes the lead along with the person. If a later form fill captures the same address as a new lead, that lead cannot be converted: the erasure closed the address to capture, and a conversion is a capture, so the dialog answers This person was erased from your workspace at their request, so a record cannot be created for this address. Nothing is changed.

The same conversion — the same contact, company and deal, through the same code — is available to an integration as POST /v1/leads/{id}/convert on the REST API, and the list itself as GET /v1/leads.

Unqualifying a lead

Unqualify — from the row's menu on the list, or from the menu (⋮) in the header of the lead's page — closes a lead without converting it. A reason is required, so the closed leads can be counted by why they closed. An unqualified lead drops out of the Open view and keeps its reason on its page; set its status back to Working to reopen it, which clears the reason.

Erasing the person

The menu (⋮) in the header of the lead's page also carries Erase this person — the privacy erasure, for a person who asks to be forgotten. It is the same request the contact record offers, filed by the lead's address: the person is removed from every site in the workspace, the address is closed to capture at once, the lead shows an Erasure pending banner with its Convert button disabled, and the sweep runs with the nightly erasure job. It takes the Privacy requests permission, which workspace owners and admins hold by default. What it removes, what it keeps and what it does not reach are listed in Deleting and erasing.

Who can do this

Anyone who can open the CRM can work leads — that is the workspace's data permission, the same one that guards contacts. Converting a lead also requires a role on the site the lead belongs to.

Leads are part of the CRM, included from Starter. On Free the Leads section is shown locked, with the rest of the CRM.

Related

• CRM overview
• CRM settings — the default owner and assignment rules a lead inherits
• Reports — the lead funnel: where a period's leads stand, and why the unqualified ones were closed
• The contact record — what a converted lead becomes
• Companies and the deals pipeline — the other two records a conversion can open
• Forms & lead capture
• Email campaigns
• REST API — leads — the same queue and the same conversion, for an integration