The blog
Notes on capturing and selling leads - accept rules, buyer waterfalls, lead ads and forms that convert.
Why 200 OK is not a sale
Most lead buyers reject leads with a perfectly healthy HTTP status. What an accept rule has to read, and what happens to your numbers when it reads the wrong thing.
What ping/post actually buys you
Two calls instead of one sounds like twice the work. It is really about how many strangers hold your lead's phone number by the end of the waterfall.
Ordering a buyer waterfall
Highest payout first is the obvious answer and often the wrong one. How acceptance rate, latency and exclusivity change the running order.
One vocabulary for every lead source
Four sources, four sets of field names, and one rule you want to write once. Why normalising on the way in is the decision everything else rests on.
What the Facebook webhook doesn't tell you
Meta's lead notification contains no lead. Understanding that one fact explains token expiry, missing leads, and why a reconciliation sweep is not optional.
Multi-step forms that convert
One question per screen, tappable targets, and disqualifying early. The form decisions that move completion rate more than any headline rewrite.
Ingest before you route
The order of two operations decides whether a buyer outage costs you money or costs you leads. Store first, sell second, and keep the raw payload forever.