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A form submit tells you a visitor converted. Qualification tells you whether the lead was any good, and it’s the difference between optimizing for cheap leads and optimizing for revenue. granvl scores every lead against your rule and reports qualified conversions and cost per qualified lead throughout analytics, all without storing a single answer.

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Three ways a lead gets qualified

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1. Rule-based (instant)

Define a rule per funnel, e.g. state is CA and loan balance over $200k. At submit time the rule is evaluated against the form’s answers and only the verdict is recorded:
  • Forms pointing at your CRM or webhook evaluate the rule in the visitor’s browser; the answers never leave the device.
  • Forms using granvl’s fallback handler evaluate in memory on the way through; answers are checked and immediately discarded.
Build rules in the funnel’s Lead qualification settings. Declare your form’s fields (or let your agent do it with set_funnel_form_fields) and the builder offers real dropdowns instead of guessed field names. Rules support all/any groups over equals, contains, greater/less-than conditions.
The qualification rule builder in funnel settings

The qualification rule builder in funnel settings

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2. CRM webhook (closed loop)

Every submission carries a hidden session ID to your CRM. When a deal closes (or a sales rep disqualifies a lead), have your CRM or Zapier POST to your workspace’s qualify webhook and the verdict lands on the original session, including an optional deal value. Get the URL and payload shape from your agent (get_qualify_webhook_url) or the funnel’s qualification settings.

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3. Manual

Flip individual leads from the dashboard or over MCP (mark_lead_qualified) when you know something the rule doesn’t.

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Two settings that change what qualification does

Adding a rule decides what counts as qualified. Two separate per-funnel toggles decide what happens to leads that don’t pass, and both default to the safe behavior, so adding a rule to an existing funnel never silently changes your numbers. Your agent sets these with set_qualification_settings, independently of set_qualification_rule.
The second toggle is the higher-leverage one. Feeding a platform every raw form fill teaches it to find you more raw form fills. Feeding it only qualified leads is how bidding starts optimizing for revenue.

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What qualification unlocks

  • Qualified conv % and cost per qualified lead next to every raw number in funnels, campaign hubs, and the ads tables.
  • Variant decisions on quality: a variant that wins on raw conversion but loses on qualified rate is a trap; the copilot and your agent compare qualified rates when the data exists.
  • Qualified routing: thank-you pages can target qualified or unqualified leads, so a qualified lead can book a call while an unqualified one gets the newsletter.
  • Value-based feedback: deal values echoed back via the webhook power revenue and ROAS reporting.
Zero-PII holds throughout: granvl stores the verdict (qualified / unqualified), the optional deal value, and the session it belongs to. Never the answers. See How zero-PII works.