Read this page as a quick path: scan the headings, use the step blocks, and escalate if the expected result does not happen.
When configuring what happens when a lead or referrer joins your campaign, you’ll see two options for creating contacts in Intercom:
Create New Lead In Intercom
Creates a lead record in Intercom. In Intercom, leads are contacts who haven’t been fully identified yet — typically people who have shown interest but haven’t signed up or been qualified.
Create New User In Intercom
Creates a user record in Intercom. In Intercom, users are identified contacts — typically people who have signed up, logged in, or been confirmed as customers.
Which should I choose?
The right choice depends on how your team uses Intercom’s lead vs. user distinction. If unsure, Create New Lead is the safer default since leads can later be converted to users in Intercom.
- Choose Create New Lead if the referred person hasn’t been verified or converted yet — this is the most common choice for new referrals.
- Choose Create New User if you want referred contacts to be immediately treated as identified users in Intercom.