Lead generation glossary

55 lead generation and compliance terms, defined in plain English.

AEP (Annual Enrollment Period): The Medicare enrollment window from October 15 to December 7.
Aged Lead: A lead that is older than its real-time window, typically 30 days or more.
Co-Registration: Collecting a lead as an add-on during sign-up for an unrelated offer.
Contact Rate: The percentage of leads you successfully reach.
Conversion Rate: The percentage of leads that become customers.
Cost Per Acquisition (CPA): Total lead spend divided by the number of closed sales.
Cost Per Lead (CPL): The price paid for a single lead.
CRM Integration: Automatic delivery of leads into a buyer's CRM.
Debt Settlement: Negotiating with creditors to accept less than the full balance owed.
Deduplication: Removing leads already received within a set window.
Direct Post: Delivery of a full lead to a buyer immediately, without an auction step.
Do Not Call (DNC): The National Do Not Call Registry and internal lists of consumers who asked not to be contacted.
DSCR Loan: A debt-service-coverage-ratio loan qualified on property rental income rather than personal income.
Enrolled Agent: A federally licensed tax practitioner authorized to represent taxpayers before the IRS.
Exclusive Lead: A lead sold to only one buyer and never resold.
Factor Rate: The multiplier used to price an MCA, such as 1.3.
Final Expense Insurance: Small whole life policies, usually $5,000-$25,000, covering funeral and end-of-life costs.
First-Come Routing: Routing that delivers a lead to the first eligible buyer who accepts it.
First-Party Lead: A lead generated on a website owned by the seller.
Highest-Bid Routing: Routing that sends each lead to the eligible buyer with the highest bid.
Inbound Call Lead: A consumer who calls a tracked phone number in response to an ad.
Interchange: The fee card networks charge on each card transaction, paid to the issuing bank.
ISO (Independent Sales Organization): A third-party company that sells merchant processing or business funding on behalf of providers.
Jornaya LeadiD: A lead certification token that tracks the consumer's journey and consent event.
Lead Aggregator: A company that buys leads from many sources and resells them.
Lead Cap: A daily, weekly or monthly limit on how many leads a buyer receives.
Lead Distribution: The system that routes leads from sources to buyers.
Lead Filter: Criteria a lead must meet to be delivered to you, such as state, credit or age.
Lead Intent: How actively a consumer is shopping for a product.
Lead Return: A credit for a lead that fails stated quality criteria, such as a bad phone number.
Lead Scrubbing: Filtering leads against DNC lists, litigators, duplicates and invalid data.
Litigator Scrub: Screening leads against known serial TCPA plaintiffs.
Live Transfer: A pre-qualified consumer transferred by phone directly to a buyer's agent.
Merchant Cash Advance (MCA): An advance against future receivables repaid through a share of daily or weekly sales.
Mini-TCPA: State laws that add stricter telemarketing rules on top of the federal TCPA.
NMLS: The Nationwide Multistate Licensing System used to license mortgage loan originators.
Non-QM Loan: A mortgage that falls outside the qualified mortgage rules, such as bank-statement loans.
OEP (Open Enrollment Period): The Medicare Advantage open enrollment period from January 1 to March 31.
Offer in Compromise: An IRS program allowing qualifying taxpayers to settle tax debt for less than owed.
One-to-One Consent: Consent that authorizes contact from a single, clearly identified seller rather than a long list of partners.
Pay-Per-Call: A pricing model where buyers pay for qualified phone calls rather than form leads.
Pay-Per-Lead: A pricing model where buyers pay for each lead delivered.
Ping/Post: A two-step auction where a partial lead is pinged to buyers and the full lead is posted to the winner.
Prepaid Wallet: An account balance funded in advance and debited as leads are delivered.
Prior Express Written Consent: A signed (including electronic) agreement from the consumer authorizing marketing calls or texts to a specific number.
Real-Time Lead: A lead delivered within seconds of the consumer submitting a request.
Round-Robin Routing: Routing that distributes leads evenly across eligible buyers in rotation.
Scope of Appointment (SOA): A CMS-required form documenting which Medicare products will be discussed.
Shared Lead: A lead sold to a limited number of buyers, usually two to four.
Speed-to-Lead: The time between a lead's submission and the buyer's first contact attempt.
TCPA: The Telephone Consumer Protection Act, the federal law governing telemarketing calls, autodialed calls and text messages.
Telemarketing Sales Rule (TSR): FTC rule governing telemarketing, including the advance-fee ban for debt relief.
TrustedForm: A third-party certificate that documents the consumer's visit and consent on a lead form.
Warm Transfer: A live transfer in which the screener introduces the consumer to the agent before handing off.
Webhook: An HTTP endpoint that receives lead data in real time.

Get leads flowing this week

Tell us what you buy and where. We will match you to the right hub, share current pricing and get your account live.

✓ Exclusive, shared and aged options
✓ Real-time delivery to CRM, email or SMS
✓ Prepaid wallet, no contracts
✓ TCPA consent captured on every lead