Map pipeline stages

Mapping tells CJM what each stage in your sales process means. Until you map a stage, CJM can show it in the configuration but cannot use it as a meaningful funnel stage.

Understand the four terms

Term	Meaning
CRM stage	A named stage from HubSpot, GoHighLevel, or your own process, such as “Demo booked”.
CJM stage	The business meaning assigned to that stage: Lead, MQL, SQL, Opportunity, Won, or Lost.
Stage Type	The operational state: Active, Closed Won, Closed Lost, or Disqualified.
Signal	The automatic conversion effect derived from the CJM stage and deal value. It is not configured separately here.

Map an imported or manual pipeline

Open Pipeline → Mapping.
Select the pipeline when more than one is available.
For each row, select CJM Stage and choose its business meaning.
Set Stage Type when the stage represents an active, won, lost, or disqualified outcome.
Confirm the saved row and review the Signal column.

Choose the meaning, not a similar name. For example, map “Contract signed” to Won, not Opportunity, even if it appears near the end of the CRM pipeline.

Map Custom CRM stage IDs

Field mapping in a Custom CRM webhook only extracts crmStageId from its JSON. It does not link that raw value to a CJM pipeline.

To complete the link:

Create an empty pipeline with Add pipeline → Create empty pipeline.
Select Add stage for every stage you want to represent.
Set each stage's CJM Stage and Stage Type.
Select the link icon, Link external stage ID.
Enter the exact crmStageId sent by the webhook and a reference name. Raw pipeline ID and Pipeline name are optional.
Save, then send a real or representative opportunity stage-change event.

Copy the raw stage ID from the captured webhook sample rather than typing a display label. If it changes in the CRM, update this link before expecting the funnel to classify new events.

What each CJM stage does

CJM stage	Meaning	Stage-based signal
Lead	Entry point for an interested prospect.	None. Pixel and lead-capture flows remain separate.
MQL	Marketing-qualified lead.	Quality signal when the lead qualifies.
SQL	Sales-qualified lead.	Conversion signal only on first entry.
Opportunity	Active deal.	Conversion signal only when it has a value greater than zero.
Won	Successful closed deal.	Purchase signal only when it has a value greater than zero.
Lost	Unsuccessful closed deal.	None.

Seeing a stage in the funnel does not prove that a destination received a conversion. Connections, consent, identifiers, and destination-specific setup still apply. Use How conversion signals work to verify delivery.

Keep mappings safe

Sync stages adds and updates imported CRM stages but does not classify new ones; review them after every sync.
Deleting a stage removes its assignment from leads currently in it. Prefer making a CRM stage inactive through Sync stages when it was removed from the source CRM.
Edit a mapping when a business process changes, then verify it with a test event and funnel milestones.