# How to set up lead stages for Facebook leads > A simple stage list for Facebook lead ads: New, Contacted, Qualified, Won and Lost. What each means, who moves it, and which ones to send back to Meta. - **Author**: Marxx - **Published**: 2026-11-07 - **Category**: Lead generation - **URL**: https://marxx.ai/library-guides/how-to-set-up-lead-stages-for-facebook-leads --- Use five lead stages for Facebook leads: New, Contacted, Qualified, Won and Lost, each with a one-line rule for when a lead moves there. If you send stages back to Meta, map every stage except New, because Meta already counts the lead when the form is filled. ## The five stages | Stage | Means | Who moves it | Send to Meta? | |---|---|---|---| | New | The form was filled. Nobody has reached the person yet | Arrives on its own | No. Meta already has the lead | | Contacted | You spoke to them or sent a first message | The caller | Yes | | Qualified | They fit: budget, timing and need match | The caller or sales lead | Yes | | Won | They paid or booked | Sales | Yes | | Lost | Wrong number, not interested or not a fit | Anyone, with a reason | Optional | Keep the list short. Every extra stage is another decision a caller has to make on the phone, and stages nobody uses make your reports wrong. ## Write a rule for each stage A stage only helps if everyone moves leads the same way. Write one line per stage and pin it where callers work: ``` New - form filled, not yet reached Contacted - spoke or messaged; they replied or we left a clear message Qualified - budget over INR 30,000, travel within 90 days, adult decision-maker Won - advance paid Lost - add a reason: wrong number / not interested / budget / timing ``` Change the Qualified line to your business. A coaching institute might use "parent available for a demo class this month". ## Worked example: what stages tell you Say Wanderlast Holidays spends INR 80,000 in a month and gets 200 leads. 1. Cost per lead: INR 80,000 / 200 = INR 400. 2. 150 reach Contacted. Cost per contacted lead: INR 80,000 / 150 = INR 533. 3. 60 reach Qualified. Cost per qualified lead: INR 80,000 / 60 = INR 1,333. 4. 18 reach Won. Cost per booking: INR 80,000 / 18 = INR 4,444. Without stages you only know the INR 400. With them you know a booking costs about 11 times a lead, and you can judge each ad by bookings, not form fills. More on that maths in [CPA](/glossary/cpa). ## Map stages to Meta When you send stages back to Meta through the [Conversions API](/glossary/conversions-api), Meta learns which leads went further than the form. Two rules: 1. **Leave New unmapped.** The form fill is already counted by Meta. 2. **Map stages that mean real progress,** such as Contacted, Qualified and Won. For the setup outside any tool, see [how to set up Meta Conversions API](/guides/how-to-set-up-meta-conversions-api). We make Marxx. In Marxx, an ad account's lead stages live in the [Leads feature](/features/leads), and you map them to Meta under **Leads -> CAPI events**. If the account has a Contacted stage, callers can press **Mark contacted** on a lead in Slack while the lead is still New. ## Common mistakes - **Ten stages.** "Called once", "Called twice", "Left voicemail" belong in notes, not stages. - **No Lost reasons.** A pile of Lost leads with no reason teaches you nothing about your form or ads. - **Skipping Contacted.** Callers jump straight to Qualified, and you cannot see how many leads you never reached. ## FAQ ### What are the standard lead stages for Facebook leads? There is no fixed standard. New, Contacted, Qualified, Won and Lost cover most sales teams and are easy to explain on the first day. ### Should I send Lost to Meta? It is optional. Some teams send only progress stages and keep Lost for their own reports. ### Why not map New to a Meta event? Meta already records the lead when the form is submitted. Sending New again adds nothing. --- - [More Lead generation articles](https://marxx.ai/library-guides/category/lead-generation) - [All articles](https://marxx.ai/library-guides)