Lead Validation

Roughly 10% of leads captured from digital channels contain invalid data: fake email addresses, disconnected phone numbers, or incorrect addresses. When these leads reach your sales team, they waste time on calls that don't connect and emails that bounce. Lead Validation automatically checks every lead before it reaches your CRM, so your sales team only works with contactable, real prospects.

What is Lead Validation?

Lead Validation is a Driftrock feature that automatically checks the email address, phone number, and postal address in every lead as it flows through the platform. It uses a combination of Driftrock's own rules and a third-party service to determine whether each field is valid or invalid, then adds that result to the lead record before it is routed anywhere.

This happens in real time, with no manual effort required after initial setup.

Why use Lead Validation?

Invalid leads are one of the most common causes of wasted sales effort in lead generation campaigns. Sales teams spend time contacting people who can't be reached, which reduces morale and lowers conversion rates. Lead Validation gives you three tools to address this:

Block invalid leads at the source. Set up a routing rule so leads with invalid emails or phone numbers are never sent to your CRM. Your sales team only sees valid, contactable prospects.

Report on lead quality by source. Validation status is visible in Driftrock reporting, so you can see exactly which campaigns, audiences, or channels are producing the most invalid data and take action.

Improve ad platform performance automatically. Valid lead signals can be sent back to Meta, Google, and other platforms via Conversions API integrations, helping their algorithms optimise for leads that are actually reachable.

How it works

Once Lead Validation is enabled in your Driftrock account, every lead that enters the platform is automatically checked. Driftrock adds three new fields to each lead record: valid_email, valid_phone, and valid_address. Each field is set to true or false based on the validation result.

Those fields are then available to use in lead routing rules. For example, you can configure the automation step of any Capture to only forward leads to your CRM where

valid_email = true and valid_phone = true. Any lead that fails validation is logged in Driftrock for reporting but held back from your downstream systems.

Getting started

Before you begin, make sure Lead Validation is enabled for your account. Contact your Driftrock Customer Success Manager if you are unsure.

Enable Lead Validation in your Driftrock account settings.

Set up or open a Capture in the Lead Capture Library.

Navigate to the Destinations step within the Capture setup.

Create a routing rule to filter leads before they are sent to your CRM. Set the condition to only send leads where valid_email is true (and optionally valid_phone is true).

(Optional) Add a Conversions API destination to send valid lead signals back to your ad platforms for campaign optimisation.

Tips for getting the most out of Lead Validation

For validation to work correctly, use Driftrock's standard field names when setting up your Capture (for example, email and phone rather than business_email or contact_number). Leads mapped to custom field names cannot be automatically validated.

Allow a few days after setup to gather enough data before drawing conclusions. Check the Lead Quality report in Driftrock's reporting section to see the split between valid and invalid leads by source.