Lead Qualified
Fire the lead_qualified event when a lead is qualified by your marketing or sales process — meeting MQL (Marketing Qualified Lead) threshold, advancing to SQL (Sales Qualified Lead), passing a manual qualification review, or any equivalent pipeline transition. This event is the canonical signal for moving a lead from raw capture to active sales pursuit.
Fire the event once per qualification transition (do not re-fire on requalification). This event is most often fired server-side from your CRM when a stage change occurs — not from the browser.
This event is the DATA Reshape equivalent of the standard lead-qualified 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
LeadQualifiedwhen connected. Useful for offline-conversion uploads to optimize ad delivery toward higher-quality leads. - TikTok Pixel / TikTok Events API — no dedicated standard event; Reshape can send a custom CamelCase event
LeadQualifiedwhen connected. - Other connected destinations — mapped automatically based on each destination's native schema; CRM connectors typically use this to update the lead stage.
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_qualified event accepts the following objects and fields.
event object required
name string required
Use only static value lead_qualified for event.name. DATA Reshape maps this to a custom event in GA4, and a custom CamelCase event LeadQualified in Meta and TikTok when connected.
name: "lead_qualified"
value number required
Updated estimated value of the qualified lead. Typically higher than the initial lead_created value.
value: 1500.00
currency string required
Currency code, ISO 4217 three-letter format.
currency: "USD"
id string required
Lead ID (same as the original lead_created ID so destinations can match the stage transition to the original lead).
id: "lead_abc123"
properties object recommended
Custom properties such as qualification_method, lead_score, sales_rep_assigned, etc.
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 qualified 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_qualified for four common qualification scenarios — MQL Threshold, Sales Qualified, Auto-Qualified and Manual Review — plus an additional Minimal tab with only the required fields.
- MQL Threshold
- Sales Qualified
- Auto-Qualified
- Manual Review
- Minimal
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "lead_qualified",
"value": 1000.00,
"currency": "USD",
"id": "lead_abc123",
"properties": {
"qualification_method": "score_threshold",
"lead_score": 75,
"qualification_stage": "MQL"
}
},
"context": {
"url": "https://crm.example.com/leads/lead_abc123",
"environment": "prod"
},
"user": {
"id": "cust_abc123",
"email": "[email protected]",
"properties": { "company": "Example Company Inc.", "industry": "software" }
}
});
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "lead_qualified",
"value": 2500.00,
"currency": "USD",
"id": "lead_abc123",
"properties": {
"qualification_method": "sales_review",
"lead_score": 95,
"qualification_stage": "SQL",
"sales_rep_assigned": "example_sales_rep"
}
},
"context": {
"url": "https://crm.example.com/leads/lead_abc123",
"environment": "prod"
},
"user": {
"id": "cust_abc123",
"email": "[email protected]",
"properties": { "company": "Example Company Inc.", "company_size": "200-500" }
}
});
window.reshape = window.reshape || [];
reshape.push({
"event": {
"name": "lead_qualified",
"value": 1500.00,
"currency": "USD",
"id": "lead_abc123",
"properties": {
"qualification_method": "automated_rules",
"lead_score": 80,
"qualification_stage": "MQL",
"rule_triggered": "demo_request_high_intent"
}
},
"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_qualified",
"value": 2000.00,
"currency": "USD",
"id": "lead_abc123",
"properties": {
"qualification_method": "manual_review",
"qualification_stage": "SQL",
"reviewer_id": "rep_abc123",
"qualification_notes": "High-value prospect, decision-maker confirmed"
}
},
"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_qualified",
"value": 1500.00,
"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 is what lets destinations match the qualification event to the original lead capture. - Fire server-side from your CRM — this event almost always originates from a CRM stage change, not from the browser.
- Update
event.valueto the refined estimate — qualified leads typically have a higher predicted value than raw leads. - Upload as offline conversion to Google Ads and Meta — this is the strongest signal for ad-delivery optimization, because it tells the platform which raw clicks turned into actual sales-ready leads.
- Capture
qualification_methodandlead_score— these are the most valuable properties for downstream analytics.