What Are Dispositions?
Dispositions are outcome labels that you assign to leads to indicate what happened with them. Examples include "Qualified", "Sold", "No Show", and "Lost".
Dispositions serve two critical purposes:
- Pipeline Tracking — See at a glance where each lead ended up in your sales process
- Conversion Firing — When a lead receives a disposition that's mapped as a "conversion" outcome, DealOracle automatically sends server-side conversion events to your connected ad platforms
This is what makes DealOracle unique: your CRM dispositions directly power your ad optimization. When you mark a lead as "Sold", Facebook, Google, TikTok, and other platforms immediately know about it — no pixels required.
Key Distinction: Status tracks where a lead is in your pipeline (New, Contacted, Qualified). Disposition records the final outcome (Sold, Lost, No Show). A lead can have both a status and a disposition.
Default Dispositions
DealOracle comes with a set of pre-built dispositions that cover most sales workflows:
| Disposition | Color | Conversion? | Default Value | Description |
|---|---|---|---|---|
| New | Blue | No | — | Lead just entered the system |
| Contacted | Yellow | No | — | Initial outreach made |
| Qualified | Orange | Optional | $0 | Lead is a good fit |
| Proposal | Purple | Optional | $0 | Offer or quote sent |
| Sold | Green | Yes | $1.00 | Deal closed — fires conversion events |
| Lost | Red | No | — | Deal did not close |
| No Show | Gray | No | — | Lead didn't show up for appointment |
Default dispositions can be customized or deleted. You can also create entirely new dispositions to match your business workflow.
Custom Dispositions
Create dispositions that match your specific sales process:
Creating a Custom Disposition
- Navigate to Settings → Outcome Editor
- Click Add Disposition
- Configure the following:
- Name — Display name (e.g., "Appointment Set", "Credit Approved")
- Color — Visual indicator in the Lead Manager
- Is Conversion — Toggle on if this outcome should fire conversion events
- Conversion Value — Monetary value sent to ad platforms (e.g., $500 for a sale)
- Platform Events — Which ad platform events to trigger (configured per-integration)
- Click Save
Example Custom Dispositions for Auto Dealers
| Disposition | Conversion? | Value | Event Fired |
|---|---|---|---|
| Appointment Set | Yes | $25 | Lead |
| Showed Up | Yes | $50 | CompleteRegistration |
| Credit Approved | Yes | $100 | AddToCart |
| Sold - New | Yes | $500 | Purchase |
| Sold - Used | Yes | $300 | Purchase |
| Service Lead | Yes | $15 | Lead |
Editing & Deleting
- Click any disposition in the Outcome Editor to edit its properties
- Deleting a disposition does not remove it from existing leads; those leads retain the label as historical data
- You cannot delete a disposition while it has active conversion mappings — remove the mappings first
Conversion Triggers
When a lead's disposition changes to a "conversion" outcome, DealOracle fires server-side events:
What Happens Automatically
- Lead's disposition is set to a conversion outcome (e.g., "Sold")
- DealOracle looks up all connected ad platforms
- For each platform, it finds the mapped event (e.g., Facebook → "Purchase")
- It sends the conversion event via the platform's server-side API:
- Facebook → Conversions API (CAPI)
- Google → Enhanced Conversions / Offline Conversions
- TikTok → Events API
- Snapchat → Conversions API
- LinkedIn → Conversions API
- The event includes hashed PII (email, phone) for matching, plus the conversion value
- The result (success/failure, match quality) is logged in the lead's Event Stream
Data Sent with Each Event
{
"event_name": "Purchase",
"event_time": 1709856000,
"user_data": {
"em": "[SHA-256 hashed email]",
"ph": "[SHA-256 hashed phone]",
"fn": "[SHA-256 hashed first name]",
"ln": "[SHA-256 hashed last name]",
"fbc": "fb.1.1709856000.abc123",
"fbp": "fb.1.1709856000.xyz789"
},
"custom_data": {
"value": 500.00,
"currency": "USD"
}
}
Privacy: All personally identifiable information is SHA-256 hashed before transmission. Raw PII never leaves your DealOracle instance.
Best Practices
Keep Dispositions Simple
- Aim for 5–8 dispositions maximum
- Too many dispositions create confusion and reduce adoption
- Use tags for granular categorization instead of creating more dispositions
Assign Clear Monetary Values
- Set conversion values that reflect the actual value of each outcome to your business
- This helps ad platforms optimize for high-value conversions
- Even estimated values ($25 for a lead, $500 for a sale) dramatically improve optimization
Use Stages for Pipeline, Dispositions for Outcomes
- Status = where is this lead now? (New → Contacted → Qualified)
- Disposition = what was the final result? (Sold, Lost, No Show)
- Don't use dispositions to track intermediate pipeline stages
Train Your Team
- Ensure all team members understand what each disposition means
- Consistent use across the team = better data = better ad optimization
- Review disposition usage monthly to catch inconsistencies
Test Before Going Live
- Use the API Tester to verify conversion events arrive at each platform
- Start with a small batch of test leads before rolling out to your full pipeline