Lead Conversion
What “converting” a lead means
In Convertly CRM, lead conversion refers to moving a lead to your “Closed Won” pipeline stage — the stage you have configured as the deal-close trigger.
When this happens:
- The lead’s status is updated on the Kanban board and in the lead list
- The lead is counted in your revenue and conversion analytics
- Attribution conversion events are dispatched to Google Ads and Meta Ads (if configured)
Triggering a conversion
Move a lead to the “Closed Won” stage by:
- Dragging the card on the Kanban board to the Closed Won column
- Selecting Closed Won from the Stage dropdown on the lead detail page
Convertly will immediately queue the following events (based on what attribution data is present on the lead):
| Data present | Event dispatched |
|---|---|
gclid | Google Ads Offline Conversion |
fbclid | Meta CAPI Purchase event |
| Both | Both events dispatched |
| Neither | No external event, only internal analytics updated |
Attribution reporting impact
Once a lead is converted:
- It appears in the Closed Won count on your pipeline analytics dashboard
- The lead’s source attribution (UTM, gclid, fbclid) is used in the Revenue by Source report
- If Google Ads attribution is configured, conversion data appears in Google Ads within 24–48 hours
- If Meta attribution is configured, conversion data appears in Meta Events Manager typically within hours
Conversion events and the dispatch queue
Convertly uses a background job queue to dispatch conversion events. This means:
- The dispatch is asynchronous — your pipeline UI updates immediately, but the event reaches Google/Meta within a few minutes
- If a dispatch fails (e.g., API error), it is retried automatically
- You can view the conversion dispatch log in Settings → Ads Attribution → Conversion Log
Re-opening a converted lead
If you need to revert a conversion:
- Open the lead detail page
- Change the stage from “Closed Won” to any active stage
- The lead is marked as active again in your analytics
What conversion is not
Convertly does not currently:
- Automatically create a separate “client” or “account” record when a lead converts
- Push converted lead data to a downstream CRM or billing system automatically (though automations can trigger follow-up workflows)