The 14 stages a lead can be in, what each one means, and how leads move between them

Pipeline Stages

Every lead in Aura has a status. The status tells you where they are in your sales process — have they shown up to a meeting yet? Did they buy? Did they ghost? There are 14 possible statuses in total, and we'll walk through each one.

The good news: most leads spend most of their time in just a handful of these. The other statuses exist so we can be precise when things get complicated (someone reschedules twice, someone buys and then comes back six months later for an upsell, that sort of thing).

The big idea: leads can come back

The single most important thing to understand about Aura's pipeline is this:

No status is "the end." A customer who bought from you a year ago can book another call, and they'll move back into your active pipeline. Someone you disqualified can re-qualify themselves by filling out the form again. Someone who no-showed can rebook tomorrow.

If you've used other CRMs where "Closed Won" is a final resting place, this is different. Aura tracks the whole relationship, not just the first deal.

What the 14 statuses mean

We've grouped them by what's happening in the customer's journey.

Before they've booked a meeting

These are the statuses leads have when they're new in your world — you have some contact info, but no meeting on the calendar yet.

Status	In plain English
`new`	Just created. We have their basic info but they haven't done anything yet.
`interested`	They started filling out your booking form but didn't finish. We captured what they typed before they bailed.
`qualified`	They submitted your form, answered every required question, and didn't trip any of your disqualifying answers. They're a fit.
`disqualified`	They submitted your form but their answers don't match who you sell to. (For example, "Budget under $1,000" on an enterprise offer.) They can re-qualify if their situation changes.

Once a meeting is scheduled

These are the most common statuses you'll see day-to-day. A meeting is on the calendar; the question is just whether it's happening, has happened, or got moved around.

Status	In plain English
`booked`	A meeting is on your calendar. We're waiting for them to confirm by accepting the invite.
`confirmed`	They accepted the calendar invite. Higher chance of showing up.
`declined`	They rejected the calendar invite. They probably won't show — consider reaching out to reschedule.
`attended`	They showed up. The meeting happened. Now you need to record the outcome.
`no_show`	The meeting time came and went without them.
`cancelled`	The meeting was cancelled before it happened (by either of you).
`follow_up`	The call happened but the deal isn't decided yet — you need to circle back.

After the deal resolves

These are the statuses for "this round of the relationship is done." Remember: they're not permanent. The same person can come back and start a brand-new cycle.

Status	In plain English
`won`	They bought. 🎉 Cash collected is recorded against this lead.
`lost`	They decided not to buy this time. The loss reason is captured so you can spot patterns.
`scheduled`	A leftover from old Calendly imports. You'll only see this on really old leads — new bookings always go to `booked`.

How leads move between statuses

Most of the time, you don't have to do anything — Aura updates the status automatically as things happen.

Aura does it for you

When this happens...	The lead becomes...
Someone completes your booking form	`booked`
They click "Accept" on the calendar invite	`confirmed`
They click "Decline" on the calendar invite	`declined`
The meeting happens and they show up	`attended`
The meeting time passes and they don't show	`no_show`
Either of you cancels the meeting	`cancelled`
You record "Won" as the outcome	`won`
You record "Lost" as the outcome	`lost`
You mark the call as needing follow-up	`follow_up`
Their form answers fail your qualifying questions	`disqualified`
Their form answers pass everything	`qualified`

You do it manually

You can also drag leads between columns in the pipeline view, or change the status from the lead's detail page. There are a couple of safety rules:

Forms can't downgrade leads who are already booked. If someone's already attended or won, a new form submission won't bump them back to qualified — that would be silly. Forms only move people who are still in the "before booking" group.
Booking a meeting reactivates anyone. This is the rebooking rule from up top. If a won customer or a disqualified lead books a new meeting, they go to booked — Aura assumes the new booking is the most current truth.

Where you'll see all this

The pipeline view lives at Opportunities in the sidebar (its URL is /opportunities — it used to be called "Pipeline" and the name's stuck around in some places).

You'll see leads as cards in a Kanban-style board, grouped by status. Drag, click, filter — the usual.

Booking Intents — what happens before someone becomes a lead
Managing Leads — bulk operations, filtering, reassignment
Concepts → Core Entities — how leads relate to calls and meetings

Pipeline Stages

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