Tiers and fallback
How LeadMove tries tier 1 first and when a lead falls through to the next tier.
Tiers are priority levels inside a pipeline. Tier 1 is evaluated first; if it can't place the lead, tier 2 is tried, then tier 3, and so on. The first tier that places the lead wins and the walk stops there.
What makes a lead fall through
A tier is skipped when no buyer in it was selected. That happens when every rule in the tier hits one of these:
- no rule's conditions matched the lead
- every matching buyer already received this same contact inside its own duplicate window
- every matching buyer is at quota
- every matching buyer is prepaid and can't cover this lead's price
- every matching buyer is closed — whether it holds leads or skips them, a closed buyer doesn't fire this tier
A tier that did select a buyer stops the walk, even if the delivery to that buyer later fails at the endpoint. Fallback is about selection, not delivery success — a failed delivery leaves the lead failed, not re-routed. Retry or reassign it from the lead page.
An open buyer beats a higher-priority closed one
If the only eligible buyers in tier 1 are outside their operating hours and set to hold leads, that tier doesn't fire and an open buyer in a lower tier wins instead — fresh leads beat priority. If no buyer is open anywhere, the lead goes to the one that reopens soonest and its delivery is deferred until then. It is never dropped.
Naming and reading tiers
Tier 1 shows as Primary, tier 2 as Fallback, anything beyond as Tier 3, Tier 4… A tier that carries a custom name displays that name instead. Each tier header on the canvas says how many buyers it holds, and tiers after the first are labelled "fallback if tier N-1 can't deliver".
Setting a buyer's tier
Open the buyer on the pipeline canvas, expand Advanced — tier & weight, and set the tier number. Or use + Add a fallback tier at the bottom of the buyer list to add a buyer straight into a new tier.
The typical premium / backfill setup
| Tier | Buyer | Conditions | Price |
|---|---|---|---|
| 1 (Primary) | Your best-paying buyer | Narrow — the exact leads it buys (state, grade A-B, quality score above a floor) | High |
| 2 (Fallback) | Your backfill buyer | None, so it matches every lead | Low |
Tier 1 cherry-picks; everything it won't take drops to tier 2 instead of going unrouted. Add the backfill buyer before you tighten tier 1's conditions, so nothing falls on the floor while you tune.
Common questions
Can two buyers share a tier? Yes, and that's the normal case. Inside a tier they share the leads according to the pipeline's distribution mode and method — a more specific condition doesn't win.
Does the lead try tier 2 if the tier 1 buyer is at quota? Yes. At-quota is one of the reasons a tier fails to place a lead, so the walk continues.
Do tiers work in "All matching buyers" mode? Yes. The fan-out happens inside the first tier that has eligible buyers; lower tiers are not also served.