Reports: Lifecycle

Lifecycle Reports help you track your Contacts’ journey from a new lead to a paying customer (or lost) by visualizing their progression through defined funnel stages. These reports answer key questions such as:

• How well is your business doing at converting new leads to paying customers?

• Where and why do contacts drop off?

• How fast are you at converting customers?

• Who or what moved each Contact between stages, and when?

What Are Lifecycle Reports?

Lifecycle Reports are designed to give you a clear picture of your contacts’ progression through the sales or customer journey. We use a funnel model where each Contact:

• Enters the funnel: When a Contact is first assigned a lifecycle stage.

• Moves through stages: Such as New Lead, Hot Lead, Payment, and finally, the Won (or Customer) stage.

• Exits the funnel: Either by reaching the Won stage (as a paying customer), by moving into a Lost stage (drop-off), or by having their Lifecycle stage cleared (becomes empty). Once a Contact no longer has any assigned stage, they’re considered to have exited the funnel.

Contacts that never enter this funnel are excluded from the metrics. This ensures that only active lifecycle journeys are tracked, giving you an accurate view of conversion and drop-off rates as well as timing metrics.

How Does It Work?

When Your Lifecycle Journey Starts

Once a Contact receives their very first Lifecycle stage, we start capturing their progress in all related reports. The date of that initial stage assignment is recorded as the “funnel entry” date for every metric that follows.

For instance, if a new lead is assigned a New Lead stage on February 1st, that date marks the start of Lifecycle tracking for that Contact. All conversions, drop-offs, and time-based calculations tie back to this original funnel entry date.

Every Stage Matters

Every time a contact changes stages, that movement is logged—whether they move forward, skip stages, or move backward.

For example, if a contact moves from Stage 1 to Stage 3, then directly to the Won stage, the system tracks that Stage 2 was skipped but still logs that the contact effectively passed “through” Stage 2. This ensures the funnel accurately reflects each stage transition, even when skipped. Any time spent in a skipped stage (like Stage 2) isn’t reflected in Lifecycle Reports.

Returning to the Funnel

A lifecycle journey begins the very first time a Contact is assigned any Lifecycle stage (for example, Stage 1) and ends when they ultimately reach a Won Stage or a Lost Stage. If a Contact leaves at a Lost Stage but comes back later (e.g., gets reassigned to Stage 1 again), we treat that as a new journey—complete with a new start date.

For example, a Contact might move from Stage 1 to Stage 3 and eventually land in a Lost Stage, ending their first journey; then, weeks later, the same Contact could be requalified and assigned Stage 1 again. This second assignment is considered a fresh journey, letting you track how they progress (or drop off) the second time around.

Visualizations & Metrics

Your Lifecycle Reports dashboard displays key metrics that reveal how effectively contacts move through the funnel. Here’s a breakdown of each metric and why it matters:

Overall Conversion Rate

What It Tells You:

The percentage of contacts who successfully reach the Won stage out of all contacts that entered the funnel.

Why It Matters:

• Indicates the health and effectiveness of your sales process.

• Helps identify if certain stages are causing major drop-offs.

Example:

If 100 contacts enter the funnel and 40 reach the Won stage, your overall conversion rate is 40%.

A high conversion rate typically means your follow-up and nurturing strategies are successful.

Average Time to Conversion

What It Tells You:

How long (on average) it takes for a contact to go from funnel entry to Won stage.

Why It Matters:

• Helps you forecast sales cycles and adjust engagement strategies.

• Reveals opportunities to streamline processes and shorten the sales cycle.

Example:

If Contact A converts in 2 days, Contact B in 4 days, and Contact C in 6 days, the average time to conversion is 4 days.

Shorter conversion times often mean a more efficient sales process.

Overall Drop-Off Rate

What It Tells You:

The percentage of contacts that end up in any Lost stage rather than converting.

Why It Matters:

• Highlights where leads disengage or abandon the process.

• Allows you to pinpoint bottlenecks and take targeted actions (e.g., re-engagement strategies).

Example:

If 100 contacts enter the funnel and 30 move to a Lost stage, the drop-off rate is 30%.

A high drop-off rate suggests there may be bottlenecks or misalignments in your funnel that need attention.

Average Time to Drop-Off

What It Tells You:

The average time it takes for a contact to exit the funnel by reaching a Lost stage.

Why It Matters:

• Pinpoints if drop-offs happen early or later in the funnel.

• Informs where you should adjust messaging, resources, or follow-up timing.

Example:

• If on average contacts drop off 2 days after first entering the funnel, you know early-stage engagement needs improvement.

• Conversely, if the average time to drop off is very long your team may be dedicating excessive time and effort to leads that ultimately don’t convert, signaling a potential need for more efficient qualification or nurturing strategies.

Identifying when drop-offs occur helps you focus on specific stages for retention efforts.

Using Lifecycle Reports with Paid Ads

If you’re running Meta Click-to-Chat Ads or TikTok Messaging Ads, you can now combine ad source attribution with Lifecycle stages to get deeper insights into lead quality and funnel performance.

You can now:

• Filter Lifecycle Reports by:

  • Ad Campaign

  • Ad Group

  • Ads

• Group the Lifecycle Funnel chart by:

  • Ad Campaign

  • Ad Group

  • Ads

  • Source (which now includes “Paid Ads” with sub-sources for Meta and TikTok)

These filters and grouping options let you:

• Track how many ad-sourced contacts reach stages like

  Qualified, Paying Customer, or Cold Lead

• Compare performance across campaigns to see which ads bring in leads that actually progress through your funnel

• Identify drop-offs by campaign to optimize targeting or messaging strategies

Tip: Contacts that don’t come from any ads will appear as No Campaign, No Ad Group, or No Ad in the grouped charts.

Filtering by Stage Transitions and Change Sources

Four filters help you narrow down who or what moved Contacts between stages. They appear below the Page URL filter.

Note: The Changed by User or AI Agent and Changed By Source filters only include stage changes made from 6 October 2026.

For example, select an AI Agent under Changed by User or AI Agent to see the conversion and drop-off metrics for stage changes that AI Agent made. Compare the results with the same filter set to a user.

Note: The System source only appears when a Contact is automatically assigned the default Lifecycle stage.

Getting Started with Lifecycle Reports

To start using Lifecycle Reports, follow these practical steps:

1. Enable the Lifecycle Feature

• Navigate to your workspace settings.

• If Lifecycle is not enabled, turn on the Show/Hide Lifecycle Stages toggle to enable it.

Learn more about our Lifecycle feature here.

2. Access the Reports Module

• Once Lifecycle is active, go to the Reports section and select Lifecycle.

• The Lifecycle report page will default to a pre-selected date range (e.g., the last 14 days).

3. Configure Date Filters

• Use the Date Picker to choose when contacts first entered a lifecycle stage. Only those who began their lifecycle journey during this period are included in the report.

• Options include Today, Yesterday, Last 7 Days, Last 14 Days, Last 30 Days, etc.

Note: Because this date filter applies to the start of a contact’s journey, any contacts who entered a stage before (or after) the selected date range will not appear in the metrics.

4. Review and Interpret Metrics

• Study the conversion and drop-off metrics on the dashboard.

• Hover over charts and cards for callouts that explain each metric in detail.

Using Lifecycle Reports

After setting up, here’s how you can use Lifecycle Reports to optimize your business:

Monitor Conversion and Drop-Off Rates

• Review the overall conversion and drop-off rates to assess your sales performance.

• Compare current metrics with previous periods (using percentage differences) to gauge trends.

Locate and Understand Your Drop-Off Points

• Identify Where They Drop Off: The report shows which stage contacts exit from, helping you pinpoint the exact point in your funnel where leads are disengaging.

• Understand Why They Drop Off: By reviewing destination Lost stages (e.g., “No Budget,” “Not Interested,” etc.), you gain clarity on the most common reasons for lost opportunities.

• Actionable Insights: If a significant number of contacts drop off from Stage 2 with “No Budget,” you can refine your qualification process or tailor outreach strategies to address that specific objection. This targeted approach helps reduce overall drop-offs and improves funnel efficiency.

Analyze Time-to-Conversion and Time-to-Drop-Off

• Identify how long contacts remain idle in each stage.

• Use these insights to determine if your follow-up strategies are effective or if certain stages need improvement.

Leverage Visualizations

The Lifecycle Journey Funnel graph shows you the number of contacts at each stage.

The Lost Stages Breakdown chart helps you pinpoint which lost stages are most common.

A detailed Breakdown Table offers granular data on:

• Conversion rates per stage

• Average time spent in each stage

• Drop-off destinations (which Lost Stage contacts move to)

• Common drop-off reasons (e.g., “No Budget,” “Not Interested”)

Lifecycle Transitions Log

The Lifecycle Transitions Log at the bottom of the Lifecycle report lists every stage change for each Contact. Each row is one transition. The most recent transitions appear first. Transitions with the same timestamp, such as rapid back-to-back changes, may not appear in the exact order they happened.

Note: The Changed By and Changed By Source columns only show data for stage changes made from 6 October 2026. For earlier changes, these columns are blank. All other columns include past stage changes.

How transitions are logged

• Each step is its own transition. Moving a Contact from Stage 1 to Stage 3 adds 2 rows: Stage 1 → Stage 2 and Stage 2 → Stage 3.

• Clearing the stage of a Contact in an active stage adds a row for each step back to the first stage, then a final row to “No stage”. For example, clearing Hot Lead adds 2 rows: Hot Lead → New Lead and New Lead → “No stage”.

• Moving a Contact directly from one Lost stage to another, such as Lost Lead → Cold Lead, doesn't add a row to the log.

• Clearing the stage of a Contact in a Won or Lost stage doesn't add a row to the log.

Use the log to audit stage changes, check which users or AI Agents move Contacts forward, and trace transitions back to the ads or widgets that brought Contacts in.

Note: Stage changes from bulk imports or bulk assignments don't add rows to the Lifecycle Transitions Log.

Export and Customize Data

Use built-in options to export data to CSV or customize the columns as needed for further analysis. Both the Breakdown Table and the Lifecycle Transitions Log support CSV export and column customization.

Best Practices

Limit Stage Changes

Try not to frequently add, delete, or rearrange lifecycle stages unless necessary. Drastic or repeated changes in stage configuration can disrupt data consistency and affect the accuracy of your reports.

Keep Your Data Updated

Regularly update contact statuses and lifecycle stages. Inaccurate data can skew conversion and drop-off metrics.

Use Default Stages Correctly

Avoid modifying or deleting critical stages like the Won stage. These stages are essential for accurate metric calculations.

Regularly Review Trends

Monitor changes over different date ranges. This can help identify if a campaign is improving conversion speed or if there are persistent drop-offs in specific stages.

Train Your Team

Ensure that everyone responsible for updating contact details understands the importance of logging proper lifecycle transitions.