> ## Documentation Index
> Fetch the complete documentation index at: https://dub.co/llms.txt
> Use this file to discover all available pages before exploring further.

# Lead-based rewards

> Learn how to reward partners for every qualified lead they generate.

<Tip>
  Lead rewards are available on [Business plans and
  above](https://dub.co/pricing).
</Tip>

A **lead-based reward** (pay-per-lead) pays partners a fixed amount every time they generate a qualified lead for your product – a demo request, free trial signup, waitlist join, or any other conversion you track as a lead event.

Pay-per-lead is a great middle ground between [click rewards](/help/article/click-rewards) and [sale rewards](/help/article/partner-rewards): partners get paid before a customer converts to a sale, but you only pay for real signups instead of raw traffic.

## How lead rewards work

Lead rewards are triggered by **lead events** on Dub. A lead event is created whenever:

* You track a lead via the [`/track/lead`](/docs/api-reference/track/lead) endpoint or one of our [SDKs](/docs/sdks/overview)
* A partner [submits a lead](/help/article/submitted-leads) for your review
* A customer starts a [free trial via your Stripe integration](/docs/integrations/stripe#tracking-free-trials)

Lead rewards are always a **flat fee** since there is no sale value to calculate a percentage from.

## Creating a lead reward

In your [group rewards](https://app.dub.co/program/groups/default/rewards) tab, click **Create** next to the **Lead reward** type.

<Frame>
  <img src="https://mintcdn.com/dub/X4WOJ2-QM5IGKP1O/images/dub-partners/create-reward-lead.png?fit=max&auto=format&n=X4WOJ2-QM5IGKP1O&q=85&s=6ff1dbf8d9eb53fb31024bbcdb77f2b8" alt="Group rewards" width="2014" height="1268" data-path="images/dub-partners/create-reward-lead.png" />
</Frame>

When the reward builder is open, set your amount per lead, and optionally set your [lead reward conditions](#lead-reward-conditions).

<Frame>
  <img src="https://mintcdn.com/dub/X4WOJ2-QM5IGKP1O/images/dub-partners/create-reward-lead-default.png?fit=max&auto=format&n=X4WOJ2-QM5IGKP1O&q=85&s=c15ad80da1a929c679435576044ef21a" alt="Lead rewards" width="2014" height="1316" data-path="images/dub-partners/create-reward-lead-default.png" />
</Frame>

Once you've configured the reward, you'll see a [reward preview](/help/article/partner-rewards#reward-preview) and [quality score](/help/article/partner-rewards#reward-quality), and be asked to [confirm](/help/article/partner-rewards#confirm-reward-creation) before it goes live.

Dub generates the reward description partners see automatically, but you can customize how it's shown to partners by using the [customize the reward description](/help/article/partner-rewards#custom-reward-descriptions) by clicking the pencil button next to the reward.

You can also describe the reward in plain English using the [AI reward builder](/help/article/partner-rewards#using-the-ai-reward-builder), for example:

* "\$50 per lead"
* "\$75 per lead for US and Canada, else \$25"

## Lead reward conditions

<Tip>
  Customizing reward conditions is only available on the [Advanced plan and
  above](https://dub.co/pricing).
</Tip>

Conditions let you pay a different amount when a lead meets certain criteria. Click **Add condition** in the reward builder, and set the reward amount for each condition block.

<Frame>
  <img src="https://mintcdn.com/dub/YZMDDkh5hoQ95qsL/images/dub-partners/create-submitted-lead-reward.png?fit=max&auto=format&n=YZMDDkh5hoQ95qsL&q=85&s=f5dfa9e860ba3067699929dfb39a4380" alt="Creating a lead reward with a condition" width="2014" height="1576" data-path="images/dub-partners/create-submitted-lead-reward.png" />
</Frame>

### Customer attributes

| Attribute   | Description                                                                                                                                                                                                                                                                                                                                                                                                                                       |
| ----------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Country** | The customer's country, based on the location of the click that led to the signup.                                                                                                                                                                                                                                                                                                                                                                |
| **Source**  | How the lead was created: <ul><li>`tracked lead`: The lead was tracked programmatically via the [`/track/lead`](/docs/api-reference/track/lead) endpoint, an SDK, or a [client-side integration](/docs/conversions/leads/client-side).</li><li>`free trial`: The lead was created automatically when a customer started a Stripe subscription trial with [free trial tracking](/docs/integrations/stripe#tracking-free-trials) enabled.</li></ul> |

### Partner attributes

| Attribute             | Description                                                        |
| --------------------- | ------------------------------------------------------------------ |
| **Country**           | The country on the partner's profile.                              |
| **Total clicks**      | Total clicks the partner has driven.                               |
| **Total leads**       | Total leads the partner has generated.                             |
| **Total conversions** | Total sale conversions the partner has generated.                  |
| **Total revenue**     | Total sale amount the partner has driven (in USD).                 |
| **Total commissions** | Total commissions the partner has earned in your program (in USD). |

### Lead metadata attributes

The `Lead` entity has a single attribute, **Metadata**, which matches against any custom field you attach to the lead event via the `metadata` prop on [`/track/lead`](/docs/api-reference/track/lead). This lets you reward based on data Dub doesn't track natively, such as company size, plan tier, or lead score.

| Field type | Operators                                                                                    |
| ---------- | -------------------------------------------------------------------------------------------- |
| **Text**   | `is`, `is not`, `starts with`, `ends with`, `contains`, `does not contain`                   |
| **Number** | `is greater than`, `is greater than or equal to`, `is less than`, `is less than or equal to` |

<Frame>
  <img src="https://mintcdn.com/dub/qQjdPT1OUxFBHJlR/images/dub-partners/reward-builder-metadata-lead.png?fit=max&auto=format&n=qQjdPT1OUxFBHJlR&q=85&s=64f9b02eed86d93f8108bce87b09b55a" alt="Lead reward metadata condition" width="2014" height="1478" data-path="images/dub-partners/reward-builder-metadata-lead.png" />
</Frame>

Learn more about [metadata conditions](/help/article/partner-rewards#metadata-conditions).

## Lead reward examples

### Free trial signups only

If you track both generic signups and Stripe free trials as leads, you can pay only for the trials:

| Condition                                | Reward                  |
| ---------------------------------------- | ----------------------- |
| If `Customer` `Source` `is` `free trial` | Then pay `$30` per lead |
| All other leads                          | Pay `$0` per lead       |

<Frame>
  <img src="https://mintcdn.com/dub/6rN5iSUCyHVhamFj/images/stripe/lead-reward-free-trials.png?fit=max&auto=format&n=6rN5iSUCyHVhamFj&q=85&s=5b82fa83f75ea165b0b1c6ca726b8c4b" alt="Free trial lead condition example" width="2014" height="1158" data-path="images/stripe/lead-reward-free-trials.png" />
</Frame>

### Geo-specific

Pay more for leads from the markets you care most about:

| Condition                                                   | Reward                  |
| ----------------------------------------------------------- | ----------------------- |
| If `Customer` `Country` `is one of` `United States, Canada` | Then pay `$50` per lead |
| If `Customer` `Country` `is one of` `Germany, France, UK`   | Then pay `$35` per lead |
| All other leads                                             | Pay `$10` per lead      |

### Partner performance tiers

Raise a partner's per-lead payout as their success grows:

| Condition                                                                              | Reward                  |
| -------------------------------------------------------------------------------------- | ----------------------- |
| If `Partner` `Total leads` `is greater than or equal to` `100`                         | Then pay `$40` per lead |
| If `Partner` `Total leads` `is greater than or equal to` `25` and `is less than` `100` | Then pay `$30` per lead |
| All other leads                                                                        | Pay `$20` per lead      |

<Tip>
  Want to move partners to a different partner group based on their performance
  instead? [Learn more about group move
  rules](/help/article/partner-groups#group-move-rules).
</Tip>