Entities Overview

Entities are the foundation of Leadflip. They define what a "lead" means for your business—the fields you capture, the statuses you track, and how data flows through forms, CRM, and distribution. Understanding Entities is key to getting the most out of Leadflip.

What Is an Entity?

An Entity is your custom data model. Each account can have multiple Entities to represent different types of leads. For example:

• Real Estate Leads – Buyer/seller inquiries with property type, budget, timeline
• Insurance Leads – Quote requests with coverage type, zip code, contact info
• Service Leads – Home services, contractors, or B2B inquiries

Each Entity is independent: it has its own fields, status groups, and configuration. When you create a form, manage leads in the CRM, or distribute to partners, you always work within a specific Entity.

Why Entities Matter

Leadflip follows a single source of truth principle. All modules—Form Builder, CRM, Distribution, Automation, and API—operate on the same Entity. When you:

• Capture a lead via a form → it's stored in your Entity
• Move a lead on the Kanban board → you're updating the same record
• Distribute a lead to a partner → the same data is routed
• Trigger an automation → it reacts to changes in that Entity

There are no duplicate records or sync issues. One lead, one structure, everywhere.

Key Components of an Entity

Custom Fields

Custom fields define the data you collect and store. Each field has:

• Label – Human-readable name (e.g., "Email Address")
• Key – Internal identifier used in forms, filters, and API (e.g., email)
• Type – Text, number, email, phone, date, select, multi-select, textarea, checkbox, file, etc.
• Required – Whether the field must have a value
• Default value – Optional pre-filled value for new leads
• Encryption – Optional AES-256-CBC encryption for sensitive data

System Fields

Every Entity includes built-in system fields you cannot remove:

• created_at – When the lead was created
• updated_at – When the lead was last modified
• source – Where the lead came from (form, API, import, etc.)

These fields are automatically maintained and appear in exports, filters, and API responses.

Status Groups (Pipelines)

Status groups define your sales or processing pipeline. Each status maps to a Kanban column in the CRM. Typical pipelines include:

• New → Qualified → Contacted → Won / Lost
• Inbound → Review → Approved → Distributed

You can create multiple status groups per Entity and assign a default status for new leads.

Field Encryption

For sensitive data (e.g., SSN, bank details), you can enable field-level encryption using AES-256-CBC. Encrypted fields are stored securely and decrypted only when displayed or exported. Note: encrypted fields cannot be used in search, sort, or filter—see Field Encryption for details.

How Entities Connect to Modules

Next Steps

• Create and configure your first Entity
• Add and manage custom fields
• Set up status groups and pipelines
• Enable encryption for sensitive fields