Leads from your [lead forms](/grow/lead-forms) arrive in **Grow → CRM → Lead Generation**. The page has three tabs: **Inbox** for reviewing leads, **Delivery** for emailing qualified leads to your team, and **Reporting** for lead quality by source.

## Before you start

- Lead forms must be included in your subscription's package. See [Package and add-ons](/account-and-access/package-and-add-ons).
- You need permission to view leads. Recording feedback, changing delivery settings and converting leads to opportunities each need their own permission. See [Users, teams, groups and permissions](/account-and-access/users-teams-groups-and-permissions).

## How leads are sorted

Each lead has a status, worked out in this order:

- **Duplicate**: the same email address or phone number was already submitted through this form.
- **Rejected**: the visitor gave a disqualifying answer.
- **Qualified**: the score reached the form's **Qualified threshold**.
- **Needs review**: the score is below the threshold.

You can also set a lead to **Accepted** yourself, or change its status, using **Feedback**.

When a lead is **Qualified**, Structurell matches it to an organisation and contact in your CRM, or creates them, and records an activity against them. It is then sent to your delivery channels. See [Organisations and contacts](/grow/organisations-and-contacts).

## Review a lead

1. Go to **Grow → CRM → Lead Generation** and stay on the **Inbox** tab.
2. Narrow the **Lead Inbox** list if you need to: choose a **Status**, enter a campaign's ID in **Campaign**, or type in **Source** or **Search**.
3. Select a lead. Its details show on the right: **Score**, **Source**, **Submitted** and **Campaign**, followed by:
   - **Submission answers** and **Normalized answers**: what the visitor entered.
   - **Source metadata** and **UTM fields**: where the visitor came from.
   - **References**: the page, form and campaign, with links to the **CRM contact** and **CRM organisation**.
   - **Duplicate signals**, **Spam signals** and **Delivery events**.
   - **AI enrichment**, if your subscription includes it.

A lead with no source or UTM source is recorded as `direct`.

## Record feedback on a lead

Use the **Feedback** panel under the inbox list to record your verdict on the selected lead.

1. Choose an **Action**: **Accepted**, **Rejected**, **Duplicate**, **Qualified** or **Needs review**.
2. Optionally choose a **Rating** from 1 to 5 and enter a **Reason** and **Notes**.
3. Leave **Metadata** as it is unless you have been asked to change it. It must stay valid JSON, such as `{}`.
4. Select **Save feedback**.

The lead's status changes to the action you chose. Choosing **Accepted** also matches the lead to an organisation and contact in your CRM, or creates them.

## Convert a lead to an opportunity

A lead that is **Qualified** or **Accepted** shows **Convert to opportunity** next to its status.

1. Select the lead in the inbox.
2. Select **Convert to opportunity**, then confirm.

Structurell creates an opportunity on the organisation's deals, keeping the lead's campaign, source and attribution. The button then changes to **Open opportunity**, which takes you to the organisation.

## Email qualified leads to your team

1. Open the **Delivery** tab.
2. Under **Email channel**, tick **Enable email delivery**.
3. In **Email recipients**, enter the email address that should receive qualified leads. Use one address, such as a shared sales inbox.
4. Select **Save**.

Each new **Qualified** lead is then emailed to that address, with the visitor's answers and a button that opens the lead in the inbox. Every attempt is listed under the lead's **Delivery events**.

The **Manual channel** section lets you record a **Manual owner** and **Manual instructions** for your team. It is a note only and does not send anything.

## Check lead quality by source

Open the **Reporting** tab to see **Source quality**.

1. Optionally enter a campaign's ID in **Campaign** to report on one campaign.
2. Read the summary tiles: **Total leads**, **Accepted rate**, **Duplicate rate** and **Rejected rate**.
3. Use the table to compare sources by **Leads**, **Accepted**, **Qualified**, **Duplicates** and **Rejected**.

The report covers leads from the last 90 days. If more than 100 leads arrived in that time, the figures are based on the most recent 100.

## Troubleshooting

- **A lead is missing from the inbox.** Some submissions are dropped before they become leads. See the troubleshooting section in [Building lead forms](/grow/lead-forms).
- **Qualified leads are not being emailed.** Check that **Enable email delivery** is ticked and **Email recipients** holds a single valid address, then look at the lead's **Delivery events** for a failed attempt. Only leads that qualify when they arrive are emailed: changing a lead's status with **Feedback** does not send it.
- **Reporting is empty.** You may not have permission to view lead reporting, or there were no leads in the last 90 days.
- **Save feedback shows an error about metadata.** Put `{}` back in **Metadata** and try again.