Lead Disqualified
Fire the lead_disqualified event when a lead is disqualified by your marketing or sales process — out of ICP (Ideal Customer Profile), no budget, no authority, no timing, duplicate, invalid contact, or any other reason that removes the lead from active pursuit. This event is a valuable negative signal: when uploaded as an exclusion to ad platforms, it helps the algorithm steer away from similar low-quality leads.
Fire the event once per disqualification action, typically server-side from your CRM when a lead stage is moved to Disqualified/Rejected/Closed Lost (pre-opportunity).
This event is the DATA Reshape equivalent of the standard lead-disqualified event in every major advertising and analytics platform — push it once and Reshape fans it out to every connected destination with the correct platform-specific name and field mapping, so you do not need to fire gtag, fbq, ttq or other tracking function calls in parallel.
- Google Analytics 4 — no dedicated standard event; mapped as a custom event.
- Meta Pixel / Meta Conversions API — no dedicated standard event; Reshape can send a custom CamelCase event
LeadDisqualifiedwhen connected. Can be configured as a negative signal for audience exclusion. - TikTok Pixel / TikTok Events API — no dedicated standard event; Reshape can send a custom CamelCase event
LeadDisqualifiedwhen connected. - Other connected destinations — mapped automatically based on each destination's native schema; CRM connectors typically update the lead stage to disqualified.
A single Reshape event can produce one or more native events per destination, with different characteristics depending on each website's destination configuration (active pixels, server endpoints, event-mapping rules).
Complete Reference
The lead_disqualified event accepts the following objects and fields.
event object required
name string required
Use only static value lead_disqualified for event.name. DATA Reshape maps this to a custom event in GA4, and a custom CamelCase event LeadDisqualified in Meta and TikTok when connected.
name: "lead_disqualified"
value number required
Typically 0 for disqualified leads.
value: 0
currency string required
Currency code, ISO 4217 three-letter format.
currency: "USD"
id string required
Lead ID (same as the original lead_created ID).
id: "lead_abc123"
properties object recommended
Capture the disqualification reason here — critical for downstream analytics and negative-audience configuration.
context object
For server-side firing (typical), use the API context. View complete Context API Object documentation
url string required-if-applicable
Collected automatically for standard websites. Required only for SPA applications where URL changes don't trigger automatic page context updates.
url:"https://example.com/products/prod_abc123?utm_source=example"
URL Parameter Sensitivity: Be mindful of sensitive information in URLs. Query parameters may contain personal identifiers, session tokens, or private information that should be handled according to privacy regulations.
page_type string recommended
Type of page (product, home ...)
page_type: "product"
environment string recommended
Allowed values: prod, dev
environment: "prod"
user object required
The disqualified lead identity. Same user.id as in the original lead_created event.
View complete User Object documentation
id string recommended
Unique customer identifier in your system.
id: "cust_abc123"
email string recommended
Customer email address in plaintext. Do not send pre-hashed values — DATA Reshape automatically normalizes and hashes before sending to destinations.
email: "[email protected]"
phone string recommended
Customer phone number in E.164 format (plaintext). Do not send pre-hashed values — DATA Reshape automatically normalizes and hashes before sending to destinations.
phone: "+10000000000"
first_name string recommended
Customer first name
first_name: "Example First Name"
last_name string recommended
Customer last name
last_name: "Example Last Name"
country string
Country name or ISO country code
country: "US"
region string recommended
State, province, or region name
region: "Example Region"
city string recommended
City or locality name
city: "Example City"
street string
Street address including number
street: "123 Sample Street"
postal_code string
Postal code or ZIP code
postal_code: "00000"
orders_total_number number recommended
Cumulative number of orders placed by this user
orders_total_number: 5
orders_canceled_number number recommended
Cumulative number of orders placed and canceled by this user
orders_canceled_number: 0
orders_total_value number recommended
Cumulative lifetime user orders value (decimal format: 2500.50)
orders_total_value: 1234.99
orders_refunded_value number recommended
Cumulative lifetime user orders value canceled (decimal format: 2500.50)
orders_refunded_value: 250.99
predicted_value number
Predicted lifetime value of a customer for your business
predicted_value: 100.99
created_at number recommended
Timestamp in milliseconds since Unix epoch representing the first time the user was recorded
created_at: 1754926521690
properties object recommended
Custom Customer Properties Examples
Use the properties object to store custom user attributes, with property names defined by each business as needed, that enable advanced segmentation, personalization, and analytics across your marketing campaigns.
- E-commerce Customer
- B2B Lead/Customer
- Subscription Service
- Content Platform
properties: {
customer_type: "returning",
membership_level: "platinum",
preferred_category: ["electronics", "fashion"],
last_purchase_date: "2024-12-15",
average_order_value: "350.00",
payment_method_preference: "card",
registration_date: "2023-06-15"
}
properties: {
company_size: "enterprise",
industry: "fintech",
job_title: "marketing_director",
decision_maker: "true",
budget_range: "50000-100000",
lead_source: ["linkedin", "webinar"],
qualification_status: "qualified",
sales_stage: "proposal"
}
properties: {
subscription_tier: "premium",
billing_cycle: "annual",
feature_usage: ["analytics", "reporting", "api"],
trial_user: "false",
renewal_date: "2025-06-30",
support_level: "priority",
usage_frequency: "daily"
}
properties: {
content_preferences: ["technology", "business"],
engagement_level: "high",
newsletter_subscriber: "true",
social_media_follower: "true",
content_consumption: "premium",
device_preference: ["mobile", "desktop"],
timezone: "Example/Timezone"
}
Examples
The examples below show how to push lead_disqualified for four common rejection reasons — Out of ICP, No Budget, No Authority and Duplicate — plus an additional Minimal tab with only the required fields.
- Out of ICP
- No Budget
- No Authority
- Duplicate
- Minimal
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "lead_disqualified",
"value": 0,
"currency": "USD",
"id": "lead_abc123",
"properties": {
"disqualification_reason": "out_of_icp",
"disqualification_detail": "company_size_too_small",
"disqualification_stage": "MQL"
}
},
"context": {
"url": "https://crm.example.com/leads/lead_abc123",
"environment": "prod"
},
"user": {
"id": "cust_abc123",
"email": "[email protected]"
}
});
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "lead_disqualified",
"value": 0,
"currency": "USD",
"id": "lead_abc123",
"properties": {
"disqualification_reason": "no_budget",
"disqualification_detail": "budget_below_minimum_threshold",
"disqualification_stage": "SQL"
}
},
"context": {
"url": "https://crm.example.com/leads/lead_abc123",
"environment": "prod"
},
"user": {
"id": "cust_abc123",
"email": "[email protected]"
}
});
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "lead_disqualified",
"value": 0,
"currency": "USD",
"id": "lead_abc123",
"properties": {
"disqualification_reason": "no_authority",
"disqualification_detail": "not_decision_maker",
"disqualification_stage": "SQL"
}
},
"context": {
"url": "https://crm.example.com/leads/lead_abc123",
"environment": "prod"
},
"user": {
"id": "cust_abc123",
"email": "[email protected]"
}
});
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "lead_disqualified",
"value": 0,
"currency": "USD",
"id": "lead_abc123",
"properties": {
"disqualification_reason": "duplicate",
"disqualification_detail": "merged_into_existing_account",
"merged_into_lead_id": "lead_xyz789"
}
},
"context": {
"url": "https://crm.example.com/leads/lead_abc123",
"environment": "prod"
},
"user": {
"id": "cust_abc123",
"email": "[email protected]"
}
});
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "lead_disqualified",
"value": 0,
"currency": "USD",
"id": "lead_abc123"
},
"user": {
"id": "cust_abc123",
"email": "[email protected]"
}
});
Custom properties (event.properties, user.properties, products[*].properties) are fully processed server-side. On browser-side pixels and tags, only a subset may be available. Server-side processing can also enrich the outgoing payload with additional parameters derived from context and data quality.
Best Practices
- Use the same
event.idas the originallead_created— this matches the disqualification to the original lead. - Always capture
disqualification_reason— without this property, the event is useless for analytics. Use a consistent vocabulary:out_of_icp,no_budget,no_authority,no_timing,duplicate,invalid_contact,competitor, etc. - Fire server-side from your CRM — this event always originates from a CRM stage change.
- Use as a negative signal in ad platforms — uploading disqualified leads as an exclusion audience helps Google Ads and Meta steer away from similar low-quality clicks.