The lifecycle funnel is the big-picture view of all your contacts at once. Instead of a list, it draws them as a flow, so you can see how your audience moves from first contact toward becoming customers, and where people fall away. Open it from the View Lifecycle Funnel link at the top of the Contacts page.
What it shows
The funnel lays out your lead statuses as connected stages, from Prospect at the top, through Active Conversation and Qualified, down to the finish lines like Call Booked, Customer, and Link Sent. It also shows the exits, like Disqualified and Lost Lead.
Two things about the counts. Deleted contacts are left out entirely, so the funnel always reflects people you still have. And Disqualified covers both people your rules filtered out and people who asked you to stop messaging them; the in-app definition only mentions the first, so it reads lower than it is on that second group.
Each stage shows how many contacts have reached it and what share of your total that is. The connectors between stages show how people flow from one to the next.
Three statuses sit on their own row at the bottom with no incoming arrows, because they can happen at any point rather than at one stage: Needs Human Intervention, Interrupted, and Link Sent. Needs Human Intervention is a single combined count covering every moment the agent might step back, whether during qualification, after it, or while awaiting a purchase or booking.
The canvas is interactive: drag to pan and zoom in or out to comfortable reading size.
Every status, defined in plain English
Not sure what a stage means? Open the Status Definitions panel right on the funnel page. It walks through all twelve statuses with a one-liner for each, so you never have to leave the page to decode a badge.
How to read it
The funnel counts everyone who has ever reached a stage, so it is a cumulative picture of your whole audience, not just who is sitting there right now. Use it to find your biggest drop-off, which is usually the best place to focus your energy.
Tips
- A big gap between two stages is a signal. If lots of people qualify but few book, your booking step is worth a look.
- For results on a single automation rather than your whole audience, use an initiative's metrics page instead. See Reading your initiative metrics.