Converting Leads
  • 26 Apr 2021
  • 6 Minutes to read
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Converting Leads

  • PDF


Cloudingo offers several ways to mass convert your Leads. 

There are two dedupe filter options that check existing Leads with existing Contacts or Accounts. 

We also offer a (less commonly used) third mass convert option under our Data Maintenance tool that is not designed to look for existing matches before converting. It is designed to create both a new Contact and a new Account once a Lead has reached a defined threshold. 

Recommended order that filters should run: 

  1. Merge Filters (same object) - as mentioned in a previous article, we recommend that you clean your data with your duplicate (same object) merges first. Merging Leads, Contacts, & Accounts prior to running your conversion filters can prevent creating duplicates and/or errors during the Convert process.

  2. Dedupe Lead to Contact filters - After your merge filters are complete, run your Lead to contact filters first to convert any Leads that already exist as Contacts to prevent creating a new, duplicate Contact during the conversion process.

    This filter type is the same as Salesforce's 'Attach to existing Account' and 'Attach to existing Contact' options during the conversion process.

  3. Dedupe Lead to Account filters - After your Lead to Contact filters are complete, run your Lead to Account filters second to convert any Leads that already have an existing Account (but did not have a matching Contact identified in your Lead to Contact filters already processed). This filter type will prevent creating duplicate Accounts during the conversion process, but will create a new Contact record (from the Lead) underneath the identified Account. This filter type does not check for existing Contacts during the conversion process.

    This filter type is the same as Salesforce's 'Create a new Contact' and 'Attach to existing Account' options during the conversion process.

  4. Data Maintenance mass convert - this is less commonly used and may not be necessary for your organization. This convert option should always be run after you have already processed all of your dedupe convert filters (Lead to Contact and Lead to Account). This filter may do very basic checks against Account Name only during the conversion process, but the checks are minimal and only prevent duplicate inserts of Accounts during a mass conversion process. It is not intended to find existing matches to convert into (see points 1 and 2 above).

    This filter type was designed to behave the same as Salesforce's 'Create a new Contact' and 'Create a new Account' options during the conversion process.

Examples of where not merging same-object records (Leads, Contacts, Accounts) before converting can be an issue:

  • If you have duplicate Leads unmerged that have a single matching Contact, all Leads will match up with the identified Contact match. Cloudingo does not apply Lead merge rules during conversion. However, the Leads must merge into one record before the conversion can be completed. Merging your duplicate Leads prior to converting into the existing Contact will ensure the cleanest/most accurate record possible when carrying data over from the (final) Lead during convert.
  • If you have duplicate Leads unmerged that do not have a matching Contact, but a single matched Account is identified through one your your Lead to Account filters; the convert will process on each Lead, potentially creating duplicate Contacts under the same Account. The Contacts can always be managed later through your Dedupe Contact merge filters, but running the merges prior to converts will be a cleaner process.
  • If you have duplicate Contacts (or Accounts, depending on your filter type), Leads may match up with more than one Contact (or Account). During the convert process, in some cases, the Leads will convert into the first Contact (or Account) identified in the list. Once the Lead is converted (into the first Contact or Account identified), the Lead will have already converted, resulting in a Convert Failure message once the next Contact (or Account) match is attempted. 
Scheduling Tip
If you intend to automate your convert filters and schedule them to run, you should consider staggering your scheduled run times (after your merge filter run times) so that your Lead to Contact filters run first (allowing time for those to complete), your Lead to Accounts to run second (allowing time for those to complete), and your Data Maintenance convert filters to run last (if applicable). 

Dedupe Convert Options

Lead to Contact (Dedupe filters)

Leads that are duplicates of existing Contacts that will be converted into the existing Contact.

Video: Lead to Contact Filters

Lead to Account (Dedupe filters)

Leads that are duplicates of existing Accounts that will be converted into NEW Contacts underneath the existing Account.

Video: Converting Leads


From your Dedupe dashboard, click on Actions → Create New Filter. 

For the Filter Operation, choose Convert. For the Source Object Type, choose Lead. For the Target Object Type, choose Contact (to find Contact matches) or Account (to find Account matches). 

Filter Configurations

Filter configurations work very similarly to the Dedupe merge filters, with a couple of exceptions. 

You must map the Lead fields to your Contact or Account fields within the filter configuration in tab 2 'What fields do you want to match on?'. 

The field list (in blue on the left side) pulls from the Lead object. Once you drag/drop your first matching field over, you will need to specify for that field which Contact or Account field you are mapping to for comparison (this is because the field names on different objects can be different and not a one-to-one field name match). 

Example: above image is matching the Lead 'Email' field to the Contact 'Email' field in a Lead to Contact filter type. The image below is matching the Lead 'Company field to the Account 'Account Name' field in a Lead to Account filter type. 

You will also notice that in tab 3 'Limit your records' and tab 4 'Limit your groups', you can specify criteria for either object fields value (or both objects field values). You can use the check boxes or drop list options to toggle between the Lead & Contact (or Lead and Account respectively) object fields to build your field criteria as necessary.



Aside from these small differences in the filter configurations, everything else is built the same way as a regular dedupe Merge filter. Visit our help article here for more information if you are not already familiar with how to build a filter. 

Convert Rules

When working with conversions (whether in Salesforce directly or within Cloudingo), the Contact record is always the master. 

By default, Cloudingo uses the standard conversion logic - meaning that the Contact field values will always remain untouched during the conversion process if a value already exists. If a Contact field value is blank, and one or more of Lead records has a value populated for that field, values will populate on the Contact, overriding the blank value if your Salesforce field mappings are configured to do so. 

In other words, you may not need to configure any rules if you prefer to use the native Salesforce convert logic. You do, however, need to set up a default converted status so that Cloudingo knows how to set that value. Be sure to edit your Lead to Contact rules to setup your defaults even if you do not need to customize any field level rules.

However, you can customize Cloudingo's convert rules if you want to apply specific logic to the values being chosen during conversion. For example, if some values need to override the Contact from the Lead every time a group is loaded, or if you want to combine values from the Lead and Contact record during the conversion, or if you need to prioritize a value across the records, this can be done by setting up field level rules in your convert rules (merge rules will not impact your conversions). For more information on setting up your conversion rules, please visit our help article here.

Data Maintenance Convert Options

Mass Convert (Data Maintenance)

Once you have completed your Dedupe conversions, you are ready to run your Data Maintenance converts next (optional). For more details on the Data Maintenance Mass Convert feature, please visit our help article here

Video: Converting Leads (17:20 mark)


Video: Lead to Contact Filters

Video: Converting Leads
  • Chapter 1(6:00) - Lead to Account Convert (Dedupe) 
  • Chapter 2 (17:20) - Mass Convert Leads (Data Maintenance)

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