If you have ever downloaded any of BrightTALK's reports or you are using one of our Connectors, you may have come across a field called "Lead Context." This field is often misunderstood, so this article will address some of the commonly asked questions related to it.
What is Lead Context?
Lead Context is a value that is specific to Paid leads- which includes Content Leads, Summit Leads, Intent Leads, and Keyword Leads.
It is not necessarily an indicator of which webinars a lead has viewed- instead, it is a signifier of what action a lead took to be marked as "Paid." This works slightly differently for each lead product:
Content Leads: For Content leads- that is paid leads that have directly engaged with your content- Lead Context will indicate the first webinar that the lead engaged with. It will not update after this (it is a one-time stamp). For example:
Lead A registers for Webinar 1. Lead Context will be Webinar 1.
Lead A then registers for Webinar 2. Lead Context will remain Webinar 1.
Lead A then registers for Webinar 3. Lead Context will remain Webinar 1.
Summit Leads: For Summit leads- that is paid leads that have engaged with a webinar in the same Summit that you are sponsoring (but not your webinar)- Lead Context will indicate which Summit they came from. For example, if the lead watches a webinar in this Summit, the Lead Context would be "The Blockchain Summit 2019."
Intent and Keyword Leads: For these two lead types, the Lead Context will indicate the Topic that the lead engaged with. For example, if the lead watched a webinar related to "Big Data", Lead Context would say "Big Data."
How come some leads are missing Lead Context?
Since Lead Context is used only for Paid Lead types (and is entirely contextual to Paid lead types) we do not provide a value for it on Organic and Directly driven leads. There is no way for us to provide it for non-paid leads (nor would it make any sense to).
In the Connector, what's the difference between Lead Context and Lead Context Name?
As explained in the field glossary, the field called "Lead Context" will provide either the id of the webcast or the id of the summit (depending on the lead type). "Lead Context Name" will provide the full name of the Webinar, Summit, or Topic (as defined in the first section of this FAQ).