Core Concepts
Leads and people
How people, leads, saved lists, and custom fields relate.
A person is someone in your account — an email address with details like name and company. The same person can be in more than one campaign.
A lead is a person as they appear inside a specific campaign. When you add someone to a campaign, you create a lead there. Removing a lead from a campaign does not delete the underlying person.
A saved list is a reusable group of people you can manage once and reference elsewhere.
Custom fields
Beyond standard details (name, company, and so on), a campaign can require custom fields — extra values you use to personalize emails, like a recent signup date or plan name.
If a campaign’s sequence uses a custom field, you must include that value when you add or update a person in that campaign. Otherwise the request is rejected.
Tags vs custom fields
Lead tags are account-level and person-keyed (global_lead_id). The same tag follows a person across campaigns. Use them for provider, live signals, and operator filters (for example Hunter, Running Meta Ads, Do Not Send).
custom_lead_data is per campaign lead. Use it for sequence personalization tokens such as {{custom.company}}.
Email verification is a structured fact on the person (ok, catch_all, invalid, unknown, disposable), not a tag. Send it on import when you already have a vendor check. Catch-All Domain and Role Account tags are optional operator labels and are not auto-synced from verification.
To add and manage people, follow the Lead management guide. Personalization is covered in Email sequences.