Leads

The lead pipeline turns the people your store captures into a kanban board you can work. Each lead moves through stages you control, and you can qualify, follow up, and export them without leaving the dashboard. If your team also works deals in Kommo, each Kommo pipeline gets its own board here, and every person is counted once across all of them.

Read the board

The page opens with a KPI strip shared by the Pipeline and Insights tabs: Added and Qualified rate for the selected time range, plus Not contacted and Going cold — leads nobody has reached in a day, and leads that have sat in the same open stage for a week. Those two count across every date, not just the selected range, and turn red when they are non-zero. Click either one to filter the board to exactly those leads; click it again to clear the filter. Use the time range selector in the top right to change the period Added and Qualified rate cover.

Below the strip, three tabs. Each has its own address, so you can bookmark or share it, and the browser's Back button moves between them. Your pipeline, search, filters and date range come with you from tab to tab.

• Pipeline: the kanban board, one column per stage, each card a lead. The number on the tab is how many leads are currently in view. The Board and Table switch beside the tabs shows the same leads as one sortable list instead.
• Purchases: every won deal and what happened to its purchase. It appears on plans that include CRM leads, and a link to it on other plans opens the Pipeline. Covered below.
• Insights: see where your leads come from. Covered below.

Each card shows the lead's name, deal value, how long ago the lead arrived, and how many days it has sat in its stage. A Going cold, Not contacted or Needs info badge flags leads that need attention. Turn on Show source on cards from the Display menu to add one line to every card: the channel, source and campaign the lead came from, the page they filled in the form on, and whether you have their email or phone.

Work more than one pipeline

Every store has a Website pipeline: the leads your forms and tracked events create. When you connect Kommo, each Kommo pipeline also appears in Leads as its own board, with Kommo's stage names and order. A store with only the Website pipeline shows no switcher and looks exactly as described on this page.

Next to the page title, the pipeline switcher lists All pipelines, Website, then your Kommo pipelines grouped by account, the main pipeline first. Pick one to see its board. A pipeline you no longer have in Kommo drops out of the switcher, and its deals are kept.

On a Kommo board:

• Deals follow Kommo. When a deal changes stage in Kommo, its card moves here. A deal's value is its Kommo price, in your Kommo account's currency.
• You can fix a stage. Drag a card to another stage when Kommo is behind. Zappush never changes anything in Kommo. If Kommo moves the deal later, the newer move wins.
• Cards carry small tags. Moved in Zappush marks a card you moved yourself. Also on Website and Also in Kommo mark a person who has a lead in both places. Purchase to Meta in 12 min counts down while a won deal waits to be sent (see how a won deal reaches Meta).
• Each column shows what it means. Under a column's name you see its outcome and the event it sends to Meta. A stage you deleted in Kommo reads Removed in Kommo: its deals stay put and nothing is sent from it.
• The KPI strip changes. It reads Deals, Qualified rate, Won and Last synced for that pipeline.

Insights keeps reading your Website pipeline, and says so while another pipeline is selected.

Count people, not leads

Select All pipelines and the KPI strip counts people instead of leads:

• People: everyone with a lead created, or that came back, in the selected range.
• Qualified rate: the share of those people who qualified or bought, with how many that is underneath.
• Customers: people who reached a Won stage.
• Purchases sent to Meta: how many of the range's purchases Meta has received, with how many are held for review or still waiting for their value. It reads No destination connected until you connect Meta under Destinations.

A person counts once however many leads they hold. Someone who filled in your form and later paid in Kommo is one customer, not two leads.

The Pipeline tab then lists one row per pipeline, with a bar showing where its deals are now (open, qualified, won, lost) and the count for each. Click a row to open that pipeline's board.

Create a lead

1. Click + New Lead in the top right.
2. Fill in Name (required), and optionally Company, Phone, Email, and Deal value. Pick the currency next to the deal value; it starts on your store currency.
3. Click Create lead. It lands in your entry stage.

Most leads arrive automatically from your store's events. This is for adding one by hand.

Qualify and move leads

• Drag a card from one column to another to move the lead into that stage.
• Hover a card to reveal quick actions for your qualified, unsure, and junk stages. Each button carries the name of the stage it moves the lead to, and hovering it tells you which Meta event that move sends. The same actions sit at the top of the lead's details panel, which is where you find them on a phone or tablet.

Tidy the board without reporting to Meta

The first time you move a lead into a stage that sends a Meta event, Zappush asks whether to send it or move the lead without sending. After every move, a message tells you exactly what happened at Meta, with Undo to put the lead back.

Switch on Don't send on move at the top of the board while you clean up: every move then sends nothing to Meta. A lead moved without sending into a stage never sends that stage's event later, and an event that already reached Meta can't be taken back.

When a lead comes back

A lead that fills in your form again shows up in the date range it came back in, with a Converted again entry in its Activity. If it was sitting in a closed stage such as Junk, it moves back to your entry stage so someone picks it up.

Find and sort

• Use the search box to filter by name, email, or phone. It waits for you to stop typing before searching, and it searches every lead you have ever had rather than just the selected date range.
• Use the filter buttons to narrow the board by Channel, Form page, Landing page, Campaign, or Country. Each option shows how many leads it will bring back. Picking more than one value in the same filter is an "or"; picking values across different filters is an "and". Selected filters show as chips you can remove one at a time, or clear all at once.
• Open Display to order each column by Recent, Value, or Going cold.
• Switch Board to Table to see every lead in one sortable list, with the same search and filters.

See where your leads come from

Open the Insights tab to understand which channels, pages, and stages are working, not just which leads need attention right now.

• Stage conversion shows how leads from the selected period narrow as they move through your open stages, with a separate line for every closed stage.
• Leads by channel and Leads by form page (switch to Leads by landing page) rank where your leads are coming from, each row split by how far those leads got — initial, qualified, purchased, or closed — and its own qualified rate. Click a row to filter straight into it.
• When a channel or page filter is active, a bar at the top of the tab shows what is filtered and how many leads match, with a View in Pipeline button that jumps back to the board with the same filter applied.
• Further down, two breakdown tables answer "which source, campaign, or page" in more detail: one for leads that have not yet qualified, one for leads that have moved past your Initial stage (pick which stage from the dropdown). Break down by any field — channel, source, medium, campaign, ad, form or landing page, country — and add a second field with Then by for a finer cut. Expand a table to see every row, and click a lead count to open those leads. These two tables always follow the selected date range, even while a board filter or search narrows the rest of the tab.

Open a lead

Click any card to open its detail panel, with tabs across the top:

• Overview: see where the lead came from — channel, campaign, the ad, the page they filled in the form on, and the page they first landed on — above the editable fields, along with how many times they visited before converting and whether they are currently being sent to Meta or Google Ads. Then edit name, company, email, phone, WhatsApp, and deal value with its currency. Contact buttons (Call, WhatsApp, SMS, Email) launch the right app and log the touch. A Mark as contacted button records a touch made outside those buttons — a call from a personal phone, for example — and is the only contact button on a workspace where privacy mode hides the others. On a Kommo deal the panel also names its pipeline, shows when Kommo last moved it, and lets you move it to any stage of that pipeline. Changes made here are not written to Kommo. When the same person has other leads, Same person lists them with their pipeline and stage, and a click opens that lead.
• Session Journey: the sessions and event timeline for the tracked shopper behind this lead.
• Notes: add and read free-text notes on the lead.
• Activity: a log of stage changes, edits, and contact attempts. A change Kommo made is credited to Kommo.
• Conversions: total revenue and the purchases tied to this shopper.

Count a won deal as revenue

Move a lead into a Won stage with a deal value on it and that deal is counted as a purchase by the person behind the lead. Their profile becomes a customer, and the amount joins your revenue, average order value, and customer counts alongside your store's orders. Any stage you tag as Won works this way, not only the built-in one, and so does a Kommo deal that reaches a Won stage, with its Kommo price as the value.

If the Won stage is also set to send a purchase to Meta, Meta receives one purchase with the deal value, a short while after the lead is won. A deal reports at most one purchase, however many times it moves through your stages.

The count follows the card. Change the deal value and the revenue changes with it. Clear the value, or move the lead back out of Won, and the revenue comes back off.

Configure stages

Click Configure stages to open the stage editor. When you have more than one pipeline, a selector at the top picks which one you are editing. It opens on the pipeline your board is showing. For each stage of your Website pipeline you can:

1. Rename it in the text field.
2. Recolor it by picking a swatch.
3. Reorder it with the up and down arrows.
4. Set Outcome to Open, Qualified, Won or Lost. This is what the stage means to your numbers (see below).
5. Set Triggered by: when an event with that name comes in, the lead moves into this stage. This is how leads advance automatically.
6. Set Send to Meta as: when a lead enters this stage, send a Meta event with the lead's hashed details. A stage follows its outcome by default, which the picker shows as Default. Choose a standard event or type a custom name to send that instead, or pick Don't send to Meta to skip. Each lead sends a given stage's event once; moving out and back in does not send it again.
7. Click Make entry stage on an open stage to make it the one every new lead lands in. The current entry stage carries an Entry stage badge.

To add a stage, type a name in the Add stage box, pick a color, and click Add. To delete one, click its delete button, then choose where to move any attached leads. Click Save changes when you are done.

Tag what each stage means

Every stage in every pipeline carries one outcome:

• Open: the lead is still being worked. Open stages send nothing to Meta by default.
• Qualified: the lead is a good fit. By default the stage sends Meta a qualified lead.
• Won: the lead became a customer. By default the stage sends Meta one purchase with the deal value, and the deal counts as revenue.
• Lost: the lead will not buy. Lost stages send nothing by default.

Your own stages can take any outcome, so a stage in the middle of your pipeline can be the one that means a sale. Tag every stage that means the person paid as Won. The outcome decides the headline numbers, the follow-up tiles and Insights, and it is the default for what the stage tells Meta. System stages have a fixed outcome, and the entry stage is always Open.

Configure a Kommo pipeline

Pick a Kommo pipeline in the selector and the editor shows Kommo's stages in Kommo's order. You decide two things for each: its Outcome and what it sends to Meta. Names, colors and order come from Kommo, so they are read-only here.

• Kommo's own won and lost stages are marked and their outcome is fixed.
• A stage you deleted in Kommo moves to a Removed in Kommo group at the bottom with a Sends nothing badge. Its deals stay put.
• Settings you had on the old Kommo stage mapping carried over and are tagged Kept from Kommo settings. They send the same events as before.

Until you save a Kommo pipeline's stages for the first time, a banner on its board asks Which of these stages mean the patient paid?, because Kommo only marks its built-in won stage. Use Review stages to tag yours. A stage you tag Won counts the deal as revenue and sends its purchase, with the Kommo price as the value.

Purchases

The Purchases tab lists every deal that reached a Won stage, so you can see what Meta was told about each one. It reads the pipeline picked in the switcher, or all of them, over the selected time range. It appears on plans that include CRM leads.

A strip across the top shows Won deals, Won people, Won value and Sent to Meta for the range. Won value is always shown per currency and never added across currencies: the largest currency leads, and any others are named beside it. Sent to Meta reads No destination connected until you connect Meta.

Two tables sit below the strip:

• By campaign groups the same won deals by the campaign that brought each person in, with its people, deals, value and how many purchases reached Meta. Click a column title to sort.
• Won deals has one row per deal: the person, pipeline, stage, value and currency, when it was won, what brought them in, the campaign of their Last before won visit, and a Meta column with the state of its purchase. The two campaigns differ when someone arrived through one campaign and came back through another before the deal was won. You can search and sort it like the other tables.

The Meta column reads one of these:

• Waiting for value: the deal is waiting out the short wait described below.
• Sending: the purchase is on its way and Meta has not answered yet. If Meta refused it and Zappush is trying again, the row says why.
• Sent: Meta accepted the purchase. Sent with no value means the deal still had no value when it was sent.
• Failed at Meta: Meta refused the purchase. The row says why.
• Held for review: the value looked wrong, so the purchase waits for you.
• Released, Dismissed or Expired: what happened to a held purchase.
• Cancelled: the deal left its Won stage before the purchase was sent.
• Not sent: with the reason beside it, for example that the same person already had a purchase sent in the last 30 days. A deal that reached Won before this tab existed reads Reached Won before this view existed.

How a won deal reaches Meta

A Won stage sends Meta one purchase per deal, however many times the deal moves in and out of Won. There are two rules to know about.

A short wait for the value. Deals often reach Won a moment before someone types in the amount. Zappush waits 30 minutes, so Meta gets the real number instead of zero. A card counts down while it waits (Purchase to Meta in 12 min), and the Meta column reads Waiting for value. If the value is still empty after the wait, the purchase is sent without one and the row says so. A deal pulled out of Won during the wait sends nothing.

One purchase per person. If a person already had a purchase sent to Meta in the last 30 days, a second deal's purchase for them is not sent and the row says why, so Meta does not see one buyer as two. The deal still counts as won and as revenue here.

Review a held purchase

A value far out of line with your usual purchases is held back instead of sent, because one stray extra zero can wreck your ad account's return figures. The test is a value more than ten times your usual purchase in that currency, applied once you have a history of purchases to compare against.

A banner above the Purchases tables counts the held purchases. To resolve one, click Review on its row. The dialog explains why it was held and offers three choices:

• Send with a corrected value: fix the amount, or pick the currency it was really in, and send that to Meta. The correction is kept on the purchase and never written back to Kommo.
• Send as is: send the value as it stands.
• Don't send: the deal stays Won here and Meta never hears about it.

A held purchase goes to Meta only when someone releases it. Meta accepts purchases up to 7 days old, so an unreviewed one expires after 6 days, and the dialog shows the date.

Export

Click Export to download your leads as a CSV for the selected time range, including where each lead came from (channel, source, medium, campaign) and the page they landed on and converted from. A very large export includes your most recent 10,000 leads and notes the total match count in the file.

You'll know it worked when

New leads appear in your entry stage, dragging or using a quick action moves a card to another stage immediately, and the KPI strip and funnel update as leads arrive and advance. A lead you drop into Won with a deal value shows up as revenue on your dashboard, its profile reads as a customer with one purchase, and the Purchases tab lists the deal with the state of its purchase to Meta.