Trash leads - is a special metric in our system that allows you to additionally define the quality of your traffic.

Trash leads statuses:

Statuses upon lead creation:

● Double (ip address) – if someone using the same IP address places an order for the same offer again during the 2 last days;

● Spam orders – 3 or more leads with the same IP address received during the last 2 days;

● Incorrect phone number – internal algorithms check if phone numbers are correct;

● Incorrect GEO – if the country is different from the offer's country;

● Incorrect phone GEO - if the geo and phone num ber in the lead are valid, and when comparing the geo from the phone number with the geo of the advertiser’s offer, a discrepancy is detected;

● Double (phone number) – if someone with this phone number has already placed an order for this offer over the last 90 days;

● Offer is disabled;

● Blacklisted (phone) – phone number is blacklisted;

● Blacklisted (ip_address) - IP-address is blacklisted;

● Blacklisted (client's name) – client's name is blacklisted;

● Blacklisted (lead_cookie_token) - lead cookie token of a buyer is blacklisted;

● not_submitted – an order isn't completed, meaning that a visitor filled the contacts in the order form, but didn't press the "submit" button;

● test order;

● Phone number isn't confirmed/SMS isn't sent – phone number isn't confirmed with the help of SMS message;

● Advertiser trash - Client interaction history over the past year: 5 applications, but no approvals / 5 approvals, but no buyouts. This status is used only by our internal advertiser.

Lead cancellation statuses:


Advertiser "trash" status (*reason*) - a "trash" status received from the advertiser alongside a cancellation status. The reason is indicated in parentheses (e.g., invalid number, duplicate, test, etc.).
When this status is received, the "trash" reason originally assigned when the order was created is replaced by the reason provided by the advertiser.
This status is used exclusively by our in-house advertiser.

Trash orders a call center will use to make calls:

Processed leads with trash statuses:

● Double (ip address);

● Spam orders;

● Incorrect phone number;

● Incorrect GEO;

● Double (phone number);

● not_submitted;

● test order;

● Phone number isn't confirmed/SMS isn't sent.

●Advertiser trash

What share of these orders is approved after processing in a call center?

In TLight system, it's about 20%.

Does it matter why an order is considered to be a trash order? Yes, because different trash orders have different approval rates. The diagram shows approval percentage for different categories of trash leads:

Your bundle brings a lot of trash orders? A nice bonus is that if these are double trash orders (phone number or IP) — about quarter of these leads will be approved.

Also, in Tlight, many orders with «not_submitted» status (when a buyer didn't send contacts) get approved. The point is that Tlight's landing pages have a script that transfers user's contacts and creates an order even if a user didn't press the «Send/Order/Get a discount and etc.» button. In September, almost 22% of these leads were approved.

It allows increasing average approval rate by 1% on average. Unfortunately, this option is unavailable if you download a landing page to your hosting service, it will work only if a landing page is hosted by TLight.

How to receive less trash orders?

Here's a trick few people know about: in Traffic Light , when you create a flow, you can enable "Don't use pixels for trash orders" button.

Thus, you can prevent pixels from working for trash leads. Pixels won't be shown on "Thank you" page if an order is considered to be a trash order when it's created. This will let you to optimize ad campaigns in a better way and to teach pixels to gather less trash.