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The feedback payload a recipient sends about a delivered lead. The same fields apply whether the body is JSON, XML (wrapped in a <feedback> root element), or form encoded, and whether they are sent in the body of a POST or the query string of a GET.

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type
enum<string>
required

The kind of feedback. Use conversion when the lead progressed to a lifecycle stage, or return when the lead is being given back.

Available options:
conversion,
return
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reason
string

For a conversion, the name of the lifecycle stage the lead reached (for example Appointment Set or Sale Closed). For a return, the reason the lead is being returned (for example Wrong number).

Optional. A submission without a reason is accepted, but the reason is what the step's acceptance criteria are usually written against, so omitting it will often cause the feedback to be rejected with outcome: "failure".

Example:

"Sale Closed"

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occurred_at
string

When the status actually changed in your system, as an ISO 8601 timestamp. Optional; when omitted, LeadConduit stamps the feedback with the time it was received. Use this when feedback is sent in batches, so the lifecycle date reflects the CRM event rather than the upload.

Timezone-naive values (2026-05-30T08:00:00) and date-only values (2026-05-30) are read as UTC. A value that cannot be parsed as ISO 8601 is ignored — the feedback is still accepted, LeadConduit falls back to receipt time, and an occurred_at_warning variable is recorded on the feedback-received event so the misconfiguration is visible in the event log.

Example:

"2026-05-30T08:00:00Z"