Leads
Review incoming Leads, assign ownership, and create or connect student profiles when appropriate.
Leads are incoming student interest records from public forms, connected lead capture channels, and custom webhooks. Use the Leads page when Edmissa has received student information that still needs a person to check it before the team acts on it.
For daily work, the goal is simple: confirm who the student is, understand where the Lead came from, decide who owns the next step, and only create or connect a student profile when the data is ready.
For the full intake path, see Lead to student profile.
Watch the Lead review workflow
This video shows how a manager reviews new Leads, removes irrelevant enquiries, and assigns qualified work to the right counsellor.
Open Leads
Use this path when you want to review incoming Leads:
- Open the main workspace navigation.
- Select Leads.
The direct route is /t/leads.
If Leads are not enabled for your workspace, Edmissa may show a feature unavailable message instead of the list.
Read the Leads list
The Leads page has a status bar, search, source filtering, table columns, and bulk actions.
Use the status tabs to focus the list:
| Status | What it means in daily work |
|---|---|
| Pending | New or waiting for review. |
| Ready | Received and ready for a user decision. |
| Converted | Already used to create a student profile. |
| Reviewed | Checked, but not converted or rejected. |
| Duplicate | Connected to an existing student profile. |
| Rejected | Marked as spam, unusable, or not worth action. |
| Failed | Received, but something needs attention before normal handling. |
The main columns are:
| Column | Use it for |
|---|---|
| Lead # | Referencing the Lead with other users. |
| Lead | Checking the name, email, or phone shown in the list. |
| Source | Understanding where the Lead came from. |
| Assigned To | Seeing who owns the next step. |
| Received | Prioritizing newer or older Leads. |
| Status | Knowing what action has already happened. |
Use search for email, phone, or name. Use Add filter to narrow the list by source, such as Public Forms, Facebook Lead Ads, Google Forms, Typeform, Jotform, or Generic Webhook.
Review a Lead
Open a Lead before taking action. The details panel shows the Lead status, Lead number, received time, contact information, source, assignment, mapped student fields, and raw webhook data.
Check these items first:
| Check | Why it matters |
|---|---|
| Name, email, and phone | Confirms the team has enough contact information. |
| Source and form | Tells you which channel or campaign created the Lead. |
| Assigned user | Shows whether someone already owns follow-up. |
| Mapped data | Shows what Edmissa understood and placed into student fields. |
| Raw webhook data | Helps admins troubleshoot fields that did not map as expected. |
If a Lead looks incomplete but still useful, do not reject it immediately. Assign it or mark it reviewed so the team can follow up.
Assign ownership
Assign a Lead when a counselor, intake user, or admissions user should own the next step.
To assign one Lead:
- Open the Lead.
- Select Assign.
- Search for the user by name or email.
- Select the user.
- Select Assign.
If the Lead is already assigned, the details panel can show Reassign. It can also remove the assignment when the Lead should return to the unassigned queue.
To assign several Leads at once, select rows in the list and use the Assign bulk action. Bulk assignment is best for routing a batch from the same source to one owner.
Mark reviewed or reject
Use Mark as Reviewed when you checked the Lead but are not ready to create or connect a student profile. Reviewed Leads can still be reopened later.
Use Mark as Rejected only when the Lead is spam, unusable, or clearly not from a real student. Edmissa asks for confirmation before rejecting.
Use Reset to Pending when a reviewed, rejected, or failed Lead needs to return to normal review. Use Delete only for cleanup that should not be undone.
Bulk actions are available from the list after selecting rows. They include Assign, Convert, Mark Reviewed, Reject, Reset to Pending, and Delete when your role allows them.
Create or connect a student profile
Use conversion when the Lead is real, not already represented by a student profile, and has enough information to start work. When conversion is available, open Actions and choose the option that creates the student profile. If the related form is configured to start an application, Edmissa can create the application at the same time.
Use linking when the student already has a profile. When the link option is available, search for the existing student profile by name, email, or phone. Only choose the update option when you are confident the Lead data should fill missing fields on that profile.
Before creating or connecting a profile, check for duplicates. Matching by email and phone is usually safer than matching by name alone.
Avoid common mistakes
| Mistake | Better habit |
|---|---|
| Converting before checking for an existing student profile. | Search first, especially when the email or phone looks familiar. |
| Rejecting incomplete Leads too quickly. | Assign or mark reviewed if a user can still follow up. |
| Bulk converting mixed Leads from different sources. | Review source and status before using bulk actions. |
| Ignoring failed Leads. | Review the raw data and ask an admin to fix mapping or source setup. |
| Leaving useful Leads unassigned. | Assign ownership when your team expects named follow-up. |
| Updating an existing profile without checking the data. | Use the update option only when the incoming data is trustworthy. |
Related guides and configuration
Video transcript
Before an enquiry enters the main student workflow, it passes through the Leads Inbox, a dedicated qualification layer that keeps your pipeline clean.
Here, your team can filter out spam, irrelevant enquiries, duplicates, and Leads that do not meet your criteria.
Once a Lead qualifies, a branch manager or another designated role can assign it to the right counsellor.
Leads can also be distributed automatically through round-robin rules that consider the relevant branch and each counsellor's current workload, keeping distribution balanced and giving every genuine enquiry a clear owner.
The Lead can then be converted directly into a student profile, allowing the relevant team to begin counselling, request documents, and start the application process without entering the same information again.