Lead Creation Process
Initial Lead Creation
When a lead is created in Metadata, it is either pushed immediately to your MA tool or waits for further enrichment, depending on your MA tool settings. (Refer to our data flow KB article for more details.)
Pushing Leads to MA Tool
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Check for Existing Lead: Metadata queries your MA tool to check if a lead with the same email address already exists.
- Match Found: If a lead with the same email address exists, Metadata updates the existing lead.
- No Match Found: If no matching lead is found, Metadata creates a new lead.
- Duplicate Found: If multiple leads with the same email address exist, Metadata updates the most recently updated lead.
Unique Lead ID Association
After creating or updating a lead, Metadata pulls the unique lead ID from your MA tool and associates it with the lead in Metadata. Moving forward, Metadata will always update the lead with this ID, even if the email address changes.
Potential for Duplicates
Duplicates can occur under the following scenario:
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Field Mapping with Business Email:
- If the business email (enriched by Metadata) is mapped to the primary email field in your MA tool.
- The native lead sync in your MA tool is turned ON.
In this case, the native lead sync creates a lead based on the opt-in email, while Metadata creates a lead based on the enriched business email.
Recommendation
To avoid duplicates, map the business email to a secondary field in your MA tool's field mapping settings. Ensure the opt-in email is mapped to the primary email field.