Core Entities

Aura is built around three core things: leads, calls, and analyses. Once you understand how these three relate, everything else in the app makes sense.

A LEAD (a person)
  └─ has one or more CALLS (meetings)
       └─ each call gets one or two ANALYSES (the AI's notes)

Don't worry about "opportunities," "deals," "booking intents," or "customers" — those are nicknames we use in different places, but they all boil down to leads, calls, and analyses underneath.

Leads

A lead is a person. Once someone gives Aura their contact info — by booking through your link, by getting imported, or by being added manually — they become a lead.

What we track on a lead

• Their basics: name, email, phone, company, timezone (any of these can be missing if they didn't share it)
• Their status: where they are in your pipeline (see Pipeline Stages for the full list of 14)
• How they found you: UTM tags from their booking link click, the referring page, their original ad source — Aura keeps all of it
• Their answers: anything they typed into your booking form

How leads get created

Duplicate leads

Aura matches new leads to existing ones by email address. If you already have a lead with jane@example.com and Jane books another meeting using that same email, we use the existing lead — no duplicates. If Jane uses a different email next time, that's a new lead (we don't try to match by phone or name; people use different addresses for different things and we'd rather not guess).

Calls

A call is a meeting. Every lead has at least one call — usually the meeting they originally booked. Many leads have several over time (follow-ups, second touches, future rebookings).

What we track on a call

• When and how long: scheduled time, duration in minutes
• Who's on the host side: which member of your team is assigned
• Where it's happening: the video conference link (Meet, Teams, or Zoom)
• How it got booked: which of your booking links they used
• Attribution: UTM tags carried over from the booking, plus any partner/affiliate tag
• RSVP status: did they accept the calendar invite?
• Current state: see the call statuses below

Call statuses

These are different from lead statuses (we know, it's a little confusing — they evolved separately).

Note: a call's closed matches a lead's won status. The wording is different because the call status describes what happened at the meeting; the lead status describes what's true about the person.

Booking intents

You might hear "booking intent" in product copy. A booking intent is just a call record where someone started booking but didn't finish — they picked a slot or began the form but bailed. We track those so you can see your booking funnel and find drop-off points. They live in the same place as real calls, just flagged as "intent" instead of "booking."

Analyses

An analysis is what Aura's AI produces after a call is recorded. There are two kinds:

Most calls get both: the outcome analysis runs first so your pipeline updates fast, then the comprehensive analysis fills in the coaching detail. You can re-run either one anytime.

For the full breakdown of what the comprehensive analysis contains, see the 7-stage framework.

How it all fits together

One booking, end to end

1. Jane opens your booking link and starts filling out the form.
2. While she's typing, Aura creates a "booking intent" call record.
3. She finishes booking. Aura matches her email — she's a new lead, so we create her as one. The intent record becomes a real, scheduled call.
4. On the day, our Notetaker joins the call. Status flips to shown when she shows up, or no_show if she doesn't.
5. After the call, the AI's quick outcome analysis runs. A few minutes later, the comprehensive analysis joins it.
6. You record the outcome (won / lost / follow-up). The call's status updates, and Jane's lead status updates to match.

A returning customer

1. Six months later, Jane books another meeting with the same email.
2. Aura matches her — she's already a lead, no duplicate created.
3. A brand-new call record is created and linked to her existing lead.
4. Her lead status goes from whatever it was (won maybe, or follow_up) back to booked.
5. You can see her whole history on the lead's detail page — every past call, every analysis, every outcome.

Things that aren't separate entities

A few names that sound like things, but really aren't:

If you're building an integration or working with the API, just think in terms of leads and calls. Everything else is a label on top.

What's next

• Pipeline Stages — the 14 lead statuses, deep dive
• Call Lifecycle — how a call moves from booked to analyzed
• The 7-Stage Framework — what the comprehensive AI analysis contains
• API Reference — programmatic access to leads and calls