Custom Tokens

Why Custom Tokens Exist

System tokens cover universal call properties but cannot represent business-specific data. If your landing page collects loan_amount, zip_code, or lead_score, those fields must be defined as custom tokens so the platform knows how to store, render, and pass them through to buyers.

Custom tokens are created automatically the first time the platform sees a field name in a lead submission, a webhook payload, or an API call.

Creating Custom Tokens via Lead Submission

When a lead is submitted to POST /api/v1/leads with fields like data[loan_amount]=500, the platform creates matching Token records for any unknown keys.

Editing and Deleting

A custom token's key cannot be changed after creation without breaking existing templates that reference it. If you need a different name, create a new token and migrate your templates. Deleting a token is a soft delete; historical call token values remain intact for reporting.