Criteria-based routing, also called filter matching, is a rule-based distribution model in which each lead is assigned to the best-matching buyer based on its attributes. Instead of spreading leads evenly or at random, the system compares the contact's characteristics against each buyer's defined filters and delivers only when there is a match.
How it works
The core of the method is a comparison between lead data and buyer rules. Typical filter criteria are:
- Region and postal code: The buyer only receives leads from their catchment area.
- Vertical (industry): A buyer for solar leads does not get loan inquiries.
- Need and qualification: Attributes such as budget, purchase intent or project size narrow the target group further.
- Language and business hours: Leads are only routed to buyers who can actually serve them, for example in the right language or within service hours.
- Buyer capacity: Once a buyer's daily quota is exhausted, they drop out of the matching.
If a lead matches several buyers, a downstream model decides the final assignment, often round-robin, a weighted distribution or a Ping-Post method.
Example
A portal distributes leads for heating modernization. A new contact has these attributes: postal code 40213 (Düsseldorf), vertical "heat pump", language German, inquiry at 9:30 pm.
- Buyer A covers postal codes 40xxx but only serves "gas heating" — no match.
- Buyer B matches on region and vertical but has already reached their daily limit of 15 leads — no match.
- Buyer C matches on region, vertical and language and operates around the clock — match.
The lead goes to Buyer C. If B and C were both available, a round-robin step would decide.
How Leadnodes does it
In Leadnodes, filter matching forms the first stage of every distribution. For each buyer you define rules for postal code, vertical, capacity, quotas and business hours. Only after this comparison do further models such as round-robin, weighting or lead bidding come into play. This ensures every buyer only receives leads that fit their profile — GDPR-compliant and hosted in Germany.
FAQ
Can I combine multiple criteria?
Yes. Rules can be linked freely, for example "postal code 8xxxx AND vertical solar AND budget over €10,000". A buyer counts as matching only when all conditions are met.
What happens if no buyer matches?
If no matching buyer is found, the lead stays in the queue, is routed to an overflow buyer or expires, depending on your configuration.
How does filter matching relate to other models?
Filter matching decides who is eligible at all. Models such as round-robin or weighting then decide which of the matching buyers actually receives the lead.
Want to steer your lead distribution precisely by your own criteria? Book a demo