Lead pricing
How LeadMove decides what a buyer pays for a delivered lead, and how to price by grade or by any other field.
A lead's price is resolved per delivery, at the moment the buyer is selected, by walking four places in order and taking the first one that has a value:
| # | Where | Wins when |
|---|---|---|
| 1 | The routing rule's price rules | A rule's conditions match the lead |
| 2 | The routing rule's flat price | Set on the rule |
| 3 | The buyer's price rules | A rule's conditions match the lead |
| 4 | The buyer's default price | Set on the buyer |
Nothing set anywhere → $0. A price of 0 is a real value, not "unset": set it deliberately to give a buyer free leads on a rule.
The routing rule fully overrides the buyer
If the routing rule produces any price at all — a matching price rule or a flat price — the buyer's own pricing is never consulted. Set a price on the rule only when this pipeline should pay differently from the buyer's standard rate.
Conditional price rules
A price rule is a price plus a set of conditions, written with the same builder as routing conditions — your pipeline's fields, plus qualityScore and qualityGrade.
They're evaluated top to bottom, first match wins. Grade-based pricing is the common case:
| Order | Conditions | Price |
|---|---|---|
| 1 | qualityGrade is one of A, B | $42 |
| 2 | qualityGrade equals C | $28 |
| 3 | (no conditions) | $15 |
A price rule with no conditions matches everything
Because it matches every lead, it swallows every rule below it. Keep it last, as your catch-all, or leave it out and let the flat price be the fallback.
Where the price is visible
- Buyer panel on the pipeline canvas — the price you configured. A buyer with price rules shows its cheapest as "$15+".
- Delivery history on a lead — the amount that delivery was actually billed at, per buyer.
The resolved amount is frozen onto the delivery when the buyer is selected. Changing a price later affects new leads only; past deliveries keep the amount they were sold at.
Common questions
Two of my price rules match the same lead. Which applies? The first one in the list. Reorder them so the most specific sits above the more general.
Is a replacement lead billed? No. A lead delivered against a make-good credit is priced at $0, whatever the rules say.
Does a lead cost the same to two buyers in shared mode? Not necessarily. Each buyer's delivery is priced independently through its own rule, so the same lead can be $40 to one buyer and $12 to another.
I changed a price and my revenue figures didn't move. Expected. Prices are snapshotted at selection, so historical deliveries never re-price.
Where does the price come from for a lead I assigned by hand? The buyer's own pricing — its price rules first, then its default price, then $0. There's no routing rule involved in a manual assignment.