Lead status optimization rules are part of the Optimization Tool in Swaarm. For a general overview of how optimization rules work, including rule types, scope, and priority, see the Optimization Tool Overview.
Lead Optimization Rules
Lead Optimization Rules validate incoming leads before they are forwarded to the advertiser. If a lead does not meet the conditions defined in the rule, it will be marked as Rejected and will not be redirected to the advertiser.
How Lead Optimization Rules Work
When a lead is received, Swaarm evaluates it against the configured Lead Optimization Rules. If the lead does not meet the conditions defined in the rule, the lead will be rejected.
Lead Optimization Rules are typically used to:
prevent duplicate lead
validate lead parameters
filter invalid or incomplete submissions
enforce advertiser-specific lead validation logic
Where to Configure Lead Optimization Rules
Navigation path: Automation → Optimizations → Create → Rule Type: Lead
Rules for Lead Validation
Fraud & Data Integrity Rules
These rules help detect invalid or suspicious leads based on the information submitted by the user.
Anonymous Proxy - if this rule is enabled, any lead coming from a masked IP address (for example, through VPNs, proxies, or anonymization services) will be marked as Rejected and will not be redirected to the advertiser.
Invalid Email - If this rule is enabled, leads submitted with an invalid email address format will be marked as Rejected and will not be redirected to the advertiser.
Duplicated Email - If this rule is enabled, leads submitted with an email address that already exists in the system will be marked as Rejected and will not be redirected to the advertiser.
Traffic Quality & Frequency Control Rules
These rules help prevent repeated submissions from the same user or device.
IP Recency - If this rule is enabled, consecutive leads submitted from the same IP address for the same campaign will be marked as Rejected and will not be redirected to the advertiser.
Recency - If this rule is enabled, consecutive leads submitted by the same user (based on IP address and User Agent) for the same campaign will be marked as Rejected and will not be redirected to the advertiser.
Targeting Validation Rules
These rules ensure that incoming leads match the targeting configuration of the offer.
Lead Targeting - If this rule is enabled, any lead submitted outside of the targeting configuration defined for the offer will be marked as Rejected and will not be redirected to the advertiser.
Reporting & Monitoring
If leads are rejected due to Lead Optimization Rules, their impact can be reviewed directly in the Leads section of the platform.
Where to Check
You can analyse lead validation outcomes in: Leads
What to Look For
When reviewing leads, pay attention to the following fields:
1) Message Evaluation Status - indicates the final validation result of the lead.
Possible values include:
Approved – the lead passed validation and was forwarded to the advertiser
Rejected – the lead failed one or more validation rules and was not forwarded to the advertiser
2) Message Evaluation Failed Rules - shows which specific Lead Optimization Rule caused the lead to be rejected (for example: Invalid Email, Duplicated Email, Anonymous Proxy).
3) Message Evaluation Active Rules
Displays all Lead Optimization Rules that were active and evaluated for the lead.
What This Helps You Understand
Using these fields, you can determine:
whether a lead was accepted or rejected
which validation rule caused the rejection
which rules were applied to the leads