Open Lead Disqualification
You will find it in your form's settings, alongside tracking and integrations.
Feature
Lead disqualification
Lead disqualification marks a lead as a poor fit from the answers they give, while they are still in the form. You decide whether they finish it, which ending they see and whether they reach your CRM.
What is lead disqualification?
Lead disqualification is the practice of ruling a lead out because of something they told you. A renter asking for a solar quote will be rejected by every installer you sell to. A claimant who already has a lawyer cannot become your client. Your sales team or your buyer would disqualify leads like these eventually, and doing it in the form costs nothing.
It is the second half of a lead qualification form. The questions find out who the lead is, and the disqualification rules act on the answers.
What happens to disqualified leads?
You choose, with two settings that work independently. The first stops disqualified leads from filling in the rest of the form and sends them straight to their ending. The second stops them being sent to Zapier, webhooks and email, so they never reach your CRM, your lead distribution platform or your inbox.
Disqualified leads are still saved in Growform. A “Disqualification reasons” column shows why each one was ruled out, so you can count how many people you turn away and export them with everyone else.
Can disqualified leads see a different ending?
Yes. A form can have several endings, and each one can depend on whether the lead was disqualified or on the exact reason. The renter reads a short message explaining that you work with homeowners. Someone outside your area is redirected to a partner who covers it.
Can conversion pixels fire for qualified leads only?
Yes. Google Ads, the Meta Pixel, Microsoft Advertising, X and your own completion script each have a “qualified leads only” setting. The ad platform then records a conversion when a lead passes your rules, and its bidding learns from the leads you want. If you run your own Google Tag Manager container, the form sends separate events for qualified and disqualified completions.
How to disqualify leads in Growform
Name a disqualifying reason
Call it what your team calls it, such as “Renter” or “Outside service area”. The name appears next to every lead it applies to.
Set the rule
Rules work like conditional logic. They can test a button choice, a number, an age, or how far an address is from a location.
Choose what happens
Switch on “Prevent disqualified leads from filling in the rest of the form”, “Prevent disqualified leads being sent to Zapier, webhooks and email”, or both.
What changes when poor-fit leads stop at the form
- Your buyers reject fewer leads.
A lead that fails the buyer's criteria is never delivered, so it cannot be returned.
- Ad platforms optimize for the right people.
Conversions are counted for qualified leads, which is the signal automated bidding learns from.
- Sales calls go to leads who can buy.
Nobody on your team phones a person who ruled themselves out on the second step.
- The lead gets a clear answer.
They find out in seconds that you cannot help, and you can point them to someone who can.
Which plans include lead disqualification?
Lead disqualification is part of every plan, with no limit on the number of reasons.
- Basic
- Yes
- Professional
- Yes
- Scale
- Yes
- Custom
- Yes
Frequently asked questions
Are disqualified leads deleted?
No. They are kept in Growform with their disqualification reasons, and you can view or export them. Sending them on to Zapier, webhooks and email is a separate choice.
Can a lead be disqualified for more than one reason?
Yes. Each reason has its own rule, and a lead is tagged with every reason it matches. All of them appear in your results, email alerts, webhooks and Zapier.
Can I disqualify leads by location?
Yes. A rule can check whether an address or ZIP code is within a set distance of a location, which rules out leads beyond your service area. See location-based logic.
Do I have to end the form early?
No. You can let disqualified leads complete every step and only hold them back from your integrations. Some teams prefer this because the lead never learns which answer ruled them out.
Start your free trial
Create beautiful multi-step forms that convert, with a 14-day free trial. No credit card required.