Lead Status

Lead lifecycle#

Each lead that enters Zero Bad Leads goes through a lifecycle with well-defined states. Understanding these states helps diagnose issues and optimize your pipeline.

Main states#

New (new)

The lead has just been received by the webhook and is awaiting processing. This is the initial state of every lead that arrives on the platform.

What happens: the lead is registered in the database with the raw received data and enters the qualification queue.

Qualifying (qualifying)

The lead is being processed by the qualification engine. At this point, the following automatic verifications are being performed:

Email validation (MX verification)
Phone validation (format)
CNPJ verification (BrazilAPI)
IP analysis (ProxyCheck)
AI scoring (Gemini)

Typical duration: 2 to 5 seconds.

Qualified (qualified)

The lead has been verified and received a qualification score (0-100). It's ready to be sent to outbound integrations, provided it passes the configured dispatch filters.

What to see: on the lead details page, you'll find the score, the result of each individual verification, and the AI explanation.

Dispatched (dispatched)

The lead has been successfully dispatched to at least one outbound integration (CRM, webhook, Meta CAPI). The details page shows which integrations the lead was sent to and the status of each dispatch.

Special states#

Duplicate (duplicate)#

The lead has already been processed previously in the same monthly cycle. Detection is done by hashing the email and/or phone number.

Duplicate leads do not count toward your plan's usage limit. They are automatically flagged and do not go through qualification again.

Error (error)#

A failure occurred during the lead's qualification or dispatch. Common causes:

Timeout on CNPJ or email verification
API failure from an outbound integration (CRM offline, expired token)
Invalid data that prevented processing

What to do: check the activity logs to see the detailed error. Many errors are transient and the system automatically retries after 2 minutes.

Skipped (skipped)#

The lead was qualified but was not sent to any integration because:

No outbound integration is configured
The lead didn't meet the minimum score defined in the dispatch filters
The destination integration was disabled
The destination integration was paused temporarily

When an integration is paused, qualified leads are marked as "Skipped" for that integration. When the integration is resumed, new leads are sent normally. Leads skipped during the pause are not automatically resent.

Payment pending (payment_pending)#

The lead was received while the workspace subscription has an overdue payment (past due). The lead is held for up to 72 hours:

If payment is confirmed within this period, the lead is automatically qualified
If it exceeds 72 hours, the lead is discarded

To avoid losing leads, keep your payment method up to date at Settings > Billing.

Visual flow#

Received → New → Qualifying → Qualified → Dispatched
                      ↓              ↓
                    Error          Skipped
                      ↓
                (automatic retry)

Duplicate leads are identified upon reception and do not enter the qualification flow.

Checking the status#

You can check any lead's status in two ways:

Leads table: the "Status" column shows the current state with a colored badge
Lead details: click on the lead to see the complete state history, including timestamps for each transition

Status badge colors#

Status	Color	Icon
New	Gray	Circle
Qualifying	Blue	Spinner
Qualified	Green	Check
Dispatched	Dark blue	Airplane
Error	Red	X
Duplicate	Yellow	Copy
Skipped	Light gray	Minus
Payment pending	Orange	Clock

Automatic retries#

When a lead enters an error state, the system schedules an automatic retry after 2 minutes. If the retry fails again, the lead remains in error and can be manually resent from the leads table.

Most transient errors (timeout, temporarily unavailable API) are resolved automatically by the retry. Only investigate errors that persist for more than 10 minutes.