Leads reach a publisher from a lead capture form on the site, from forms you built yourself and from Facebook Lead Ads campaigns. They often end up in different places, each with its own way of recording consent. In Markmatix, the lead capture software and the consent record will be one system: leads will come in through three doors that share one validation engine. The request will be saved from the first step, then pass to the lead quality checks and the consent record.
Three doors, one engine
| Door | Who it is for | Where |
|---|---|---|
| Embeddable form | Publishers who want a ready form in the site's own style | In the core |
| API | Publishers with forms of their own | In the core |
| Meta Lead Ads and TikTok Lead Gen | Publishers collecting leads from social campaigns | In the core |
| Google, LinkedIn and other sources | Publishers using other ad platforms' forms | Plugin |
Every entry point will be a named source: a form, a Meta campaign, an API key. Every report will break down by source, so you will see which campaign brings leads that sell and which does not.
The lead capture form on your site
A script with no dependencies will draw the form inside the publisher's page and take on its style. Sites that cannot load scripts will get an iframe. Forms will be built in the dashboard from standard schemas for each industry: loans, mortgages, insurance, energy and telecoms. Each schema will have validation rules and versions, and every publisher will be able to add fields of their own. You can see sample fields on the loan leads, insurance leads, energy leads and telecom leads pages.
Against bots, there will be a challenge whose token is valid once only and is checked by our own servers. Server-side checks will sit alongside it: time taken to fill in the form, a honeypot field, limits per IP address. In the financial industries the form will check age, because leads from minors are not accepted there.
Facebook Lead Ads and TikTok Lead Gen in the core
Meta's lead ads, which many still call Facebook Lead Ads, and TikTok Lead Gen forms will be part of the core, not a plugin. Leads will arrive in real time. If a notification from the platform goes missing, Markmatix will go and fetch the lead. Each campaign will be a source of its own and go through the same checks as the site's forms.
One step is still open: to receive leads from client pages, our apps will have to pass Meta's and TikTok's app review. Forms from Google, LinkedIn and other platforms will arrive as plugins. Whether they are included or paid for will be settled by the price list.
An API for the forms you already have
If you already run your own forms, you will be able to send leads to the API: REST and JSON, versioned and described with OpenAPI. Each submission will carry an identifier, so a lead sent twice will be recorded once. Keys will be issued per publisher or per site, with narrow permissions (for example "send leads only"), expiry, rotation and rate limits.
Step-by-step profiling
Not every question has to come first. Step-by-step profiling will be in the core. The request will start at the first step. Later steps will open from a signed personal link, with no login, and completion emails will remind the person to finish. Each step will update the lead's score and value, and with them its routing options.
Contacts and duplicates
The contact is the person; the request is the lead. One person can have several requests. Two requests will belong to the same contact if the normalised email matches, with domain typos corrected, or if the phone number matches. A new request in the same industry within a configurable window, 30 days by default, will be flagged as a duplicate.
File imports and moving from Mautic
Importing from a file will be allowed only if you declare, row by row, where each lead came from and what the proof of consent is. Rows without proof will come in with no consent to share. If you are leaving Mautic, the "From Mautic" plugin will offer a Mautic-compatible API and import contacts, consents and forms. The full comparison is on the Mautic alternative page.
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Updated 3 November 2026