General Terms

Here are the definitions for the common terms you may often encounter while using LMS & Call Logic components.

Lead

A lead is a set of data provided by a potential customer for processing and is identified by a certain attribute such as an email or phone number, etc. Publishers provide leads in the system for Buyers to purchase.


The system may receive two different posts with the same unique feature, but it will be considered as one lead.

Post

POST refers to a data set used for sending data in the required format, whether incoming from a Publisher or outgoing to a Buyer. Posts can be either incoming or outgoing.

  • Incoming Post: Data transmitted to the system by the Publisher. Regardless of whether the data is identical to previous submissions, each submission is treated as a new post. These can be received via various methods, such as GET requests, POST requests, or internal system requests.
  • Outgoing Post: Data is converted into a Buyer-specific format and sent to the Buyer’s system to attempt a sale. Typically, one incoming post can result in multiple outgoing posts.

To ensure accurate and reliable data transmission, you should create a Publisher Channel that provides your Publisher with the necessary API documentation. When configuring a Publisher Channel with the POST method, this API documentation is crucial for correct server data processing, helping maintain the transmitted data's accuracy and reliability.

Form

FORM refers to a data collection method created by the Publisher, where the lead fills in the form fields with information and submits it to the system for processing. Forms typically involve simpler data submission compared to POST. They usually have a predefined format and Publisher Channel creation is not required.


Publisher Channels with the FORM method are generated automatically and linked to the existing site structure. Since forms are built according to their internal API, detailed API documentation is unnecessary.

Publisher

A Publisher is a general traffic source identifier that collects and sends leads to the system, getting paid for doing so. This can be an individual Publisher or a partner network that focuses on attracting clients.


Publishers use various methods to gather leads, such as processing calls (phone leads) or adding forms to their websites (webform leads).


For instance, a Publisher might add a form offering a loan on their website. A potential client interested in borrowing a specific amount fills out the form. The lead, which contains the entered data, is then sold to the Buyer (in this case, a bank) to acquire a new customer.


To learn how to create a new Publisher, please refer to this Knowledge Base article.

Channel

Publisher Channels serve as a gateway for leads to our system and are used to qualify incoming Publishers' traffic against the Buyers' requirements.


It is important to note that without having at least one channel set up, a Publisher will not be able to send traffic. Products used to determine the set of fields for API applicable to a vertical. 


Read more about Publisher Channels and how to create one in this Knowledge Base article.

Phone Numbers are the Publisher Channels in Call Logic. After reserving a phone number, you can also configure the phone number routing and manage other phone number settings.


Read more about Phone Numbers in this Knowledge Base article.

Buyer

A Buyer refers to an individual or an organization that is interested in receiving traffic based on specific criteria. This traffic is acquired through Campaigns, where Buyers purchase leads from Publishers.


Learn how to set up a new Buyer in this Knowledge Base article.

Campaign

Campaigns are used to qualify incoming Publishers’ traffic against Buyers' requirements. They are created for a particular Buyer and could be more than one under the same Buyer in order to segment traffic based on set filters, lead processing rules, or other criteria. It is important to note that without having at least one Campaign set up, a Buyer will not be able to receive traffic.


Campaigns are classified into different types:

  • Main Processing: Redirects the consumer to a page after the Buyer accepts the post.
  • Silence: Does not present a redirect page. The Buyer accepts the data and directly contacts the customer with an offer.
  • Direct Call: Determines which type of calls go to a Buyer. This campaign type decides which calls are sent to a Buyer based on filters, restrictions, schedules, and caps.

Learn how to create and configure a new Campaign in this Knowledge Base article.

Ping Tree

A ping tree is a sequence in which a lead will be posted to Buyers' campaigns. In other words, it is the list of priority buyer campaigns that buy the leads under certain conditions (personal data, loan amount, state, etc.). It distributes and sells leads to different Buyer Campaigns according to the strategy that supports your business goals.


LMS Sync supports the following types of ping trees:

  • Main Processing: This results in the consumer moving down the ping tree and being shown a redirect page after the Buyer accepts the post.
  • Silent: This type simultaneously posts to all Campaigns that match the consumer’s filters.
  • Exit Offer List: This type results in the consumer moving down the ping tree, and once declined, being redirected to a specific offer.
  • Exit Page: This consists of all the Campaigns at the exit page. The consumer is only presented with offers that match their filtering criteria.

Call Logic supports the following types of ping trees:

  • Direct Call: The consumer goes through an IVR and answers a series of identifying questions. The system then matches the consumer with a Buyer, and the call is transferred.

Read how to create and activate a ping tree in this Knowledge Base article.