A data match indicates that a provided value was found to match a value entered by the consumer during the lead event.

Data not witnessed indicates that a provided value was not matched to a value observed during the lead event. This could be because that value was not present during the lead event or could be that Lead Intelligence, Inc dba Verisk Marketing Solutions ("VMS") did not witness the completion of that field, most likely due to an implementation problem.

Data matched to prepopulated inputs indicates that the value was witnessed by VMS during the lead event as a value that was prepopulated (meaning that it was not entered by the consumer).

Data matched to a URL parameter value indicates that the value was not seen entered into the form by the consumer or as a prepopulated value but was observed in the parameters of the URL (the part of the URL that starts with ?).

The Visual Playback overlay provides a mechanism to see where a particular data element matched in the lead event. When you enter data values into the fields in the Match Data tab, you will receive a checkmark or an "X" to indicate if the value matched data witnessed during the lead event. Selecting the overlay will show you that data overlaying the fields where the match was detected.

For first name, last name, email, and phone, we have assigned specific border colors to help in identifying where those values were found to match during the lead event. All other data values have an orange border. There is no difference in the matching logic between the borders. These are simply to support the review of the matches.

A checkmark means that the data element entered into a match data field was found to match a data value from the Lead Event.

The VMS Visual Player uses data captured during a Lead Event to render a ??????? visual playback (not an actual visual recording) of the Lead Event for the purpose of verifying for an authorized requestor (a) whether certain content was displayed on a Web page during the Lead Event (e.g., a request for consent to contact the user following the Lead Event) and (b) certain user actions exhibited during the Lead Event (e.g., what consent the user gave regarding contacting the user, if any).