Standard and Advanced Lead Distribution

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Advanced Distribution enables you to schedule the way in which leads are allocated to a Delivery (often referred to as a Buyer Contract).  This article covers Standard, Weighted, Priority and Hybrid.

Using Advanced Distribution is a great way of making sure your leads are single sold.

What is a Delivery?
Think of a Delivery as a Buyer Contract: it identifies who is buying the lead, the method for delivering the lead (Email, API, SMS), what determines if a lead should be assigned to the Delivery (available budget, data logic) and how much the lead is sold for (what your Buyer/client pays).

 

Standard Delivery
A standard Delivery will deliver leads without any distribution logic (such as Weighting).  It will deliver the lead if the Rule is matched or the Cap is available.  If a Delivery has no Rules, all leads entering the Campaign will be delivered. If all Deliveries on your Campaign are Standard, then this could result in the lead being Multi-Sold.

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Priority Distribution (aka Ping Tree)

Most refer to this as a PingTree.  Priority distribution delivers to leads in a top-down approach, typically ordered by payout (Buyer paying the most at the top). 

In the example below, a lead would be sent to Buyer 1 first.  If the Buyer accepts the lead the journey stops, else it will continue to the next Buyer (and so on).

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Priority - Multi Sell

If you'd like to sell leads to multiple Buyers in your priority list, checking this box will allow you to do just that.  The lead will move down your Priority list in order and the number you place in the box will limit the number of times the lead is sold.

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Priority - Sort by credit
This feature will allow you to deliver leads based on the highest available balance once ticked. In the below example, you will see del 1 has the highest balance so this delivery will be prioritised. Following del 1, del 3 will then be prioritised.  

Note: The UI (order shown on screen) will not change. 

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Weighted Distribution

Weighted distribution allows you to spread out your leads between linked deliveries (buyer contracts).  In the example below...

50% of all leads will be sent to Buyer 3 as they give £3.00 

30% of all leads will be sent to Buyer 2 as they give £2.00

20% of all leads will be sent to Buyer 1 as they give £1.00

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The button labelled "Multi-Sell" (when ticked) means that each Delivery will be attempted in the order defined (top to bottom). If you enter in a 'limit value' and that value is reached, the system will not attempt any further Deliveries. For example, if you have 7 Deliveries and enter in a value of 5, when 5 Deliveries are approved, no further Deliveries will be attempted.

The button labelled "Distribute Evenly" allows you to do just that and send and spread your leads out between multiple Deliveries.

The button labelled "Disable Catchup" (when ticked) means that the system will not try to catch up when a new Delivery is added to the Advanced Distribution weighting midway through the day. Untick this option if you would like the system to balance the weightings set.

Example:

Delivery A - received 1 lead

Delivery B - received 10 leads

In the above example, LeadByte would attempt to allocate the next 9 leads to Delivery A if there was a weighting set of 50/50.

 

Hybrid

In some instances, you may need to consider grouping your distribution to achieve a blend of Priority and Weighted Distribution.  This is what Hybrid achieves!  Hybrid is split up into groups. The lead will follow Group 1's Delivery setup first and only move to Group 2's Delivery setup if Unsold.


In the example below, the lead will first enter Group 1 and follow a Priority Distribution. It will try Buyer 1 first and, unless sold, try Buyer 2 followed by Buyer 3.  However, if the lead is not sold to Buyers 1, 2 or 3 it will then pass to Group 2 - Weighted Distribution.


Here it will be delivered to the relevant Buyer in order to maintain a 50/50 split of leads sent between Buyers 4 and 5. You can change the weighting % to how you see fit by unticking "Distribute leads evenly".

LeadByte - Edit Campaign and 5 more pages - Person 2 - Microsoft_ Edge 2023-03-02 at 10.49.39 AM

Please note that with Hybrid Groups, you can enter the group number and position instead of dragging and dropped the Deliveries by selecting LeadByte - Edit Campaign and 5 more pages - Person 2 - Microsoft_ Edge 2023-03-02 at 10.50.42 AM, entering your changes and then clicking LeadByte - Edit Campaign and 6 more pages - Person 2 - Microsoft_ Edge 2023-03-02 at 10.51.53 AM. Once you are happy with your changes, ensure that you select the LeadByte - Edit Campaign and 7 more pages - Person 2 - Microsoft_ Edge 2023-03-02 at 10.52.33 AM button to confirm your changes (shown below).

Screen Recording 2023-03-02 at 10.55.02.27 AM

Ping Post Auction (PPA)

You have the option to distribute leads based on a Ping Post Auction approach, where the highest bidder gets the lead posted to them. You send partial data (the ping) to your Buyer, then you receive a response (with a bid) from your Buyers API and you deliver (post) the lead to the highest bidder.

PPA is possible if your Deliveries are Ping Post. You also have the ability to use PPA within Hybrid Groups. It would be most common to use PPA where your Buyers can return a bid from a ping and accept a post.

For a better understanding of PPA, read more here.

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Keep in mind

If a Delivery is toggled to RED, this does not mean the Delivery has been disabled, it just means it is no longer part of the Advanced Distribution config. If toggled RED, the Delivery in question will run alongside the Advanced Distribution. This can potentially result in leads being Multi-Sold.

 

FAQs

Q - I have selected Hybrid but I cannot see my Deliveries, why?

A - You will need to click the Image 2022-05-30 at 12.37.08 PMto list the Deliveries. Click this again to close the group.

 

Q - Does LeadByte support a Round-Robin Distribution?

A - Not exactly. Our evenly weighted distribution uses law of averages to ensure the leads are spread between your buyers fairly. If you check the "disable catchup" button on your campaign advanced distribution settings then this will prevent a delivery from being favoured if it enables mid way through the day. This is the closest to Round-Robin we currently support.

 

Q - I have selected Auction with a set reserve price, but my leads are not being Delivered, why?

A - Ensure that your Reserve Price does not exceed the set Revenue Amount 

 

If you have any questions regarding this article, please raise a ticket with our Support Team.

Relevant articles:

Delivery

How do I use delivery rules?

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