Customer Stage and CAPI Enablement Component
❓ How to use the Customer Stage component to classify leads and services, and why is it important to enable CAPI?
Have you ever had many conversations coming in through WhatsApp, but then it becomes difficult to measure which part of the funnel your contacts are in or compare results against other sources (for example, campaigns outside of Atom)?
The Customer Stage component helps you classify prospects and customers in a standardized way to improve funnel reading, reporting, and (if you enable CAPI) sending events to Meta.
❓ What is the Customer Stage component for?
This component allows companies to classify prospects and customers according to their purchase interest or reason for contact. Its objective is:
Standardize contact classification (for example, for sales or service).
Improve visibility of flow value through metrics and analysis.
Facilitate tracking progress within the funnel (especially in sales flows).
❓ When is it convenient to use it? Simple example
In an automotive business, you can:
Differentiate users who only want information (without immediate intention to buy).
Identify users with a clear intention to buy who need to speak with an advisor.
❓ What type of stage can I configure: sales or service?
In the component configuration, you can choose between:
Lead Stage → for sales flows.
Service Type → for care/service flows.
It is also possible to use both types in the same flow if you have a mixed flow (for example: sale and, if the user requests support, you move to service stages in that branch).
❓ What are the stages available in Lead Stage and what do they mean?
These are the standard Lead Stage stages:
| Stage |
| What does it mean in the flow? |
| Awareness |
| First interaction (for example, the user arrives via WhatsApp and receives initial information). |
| Lead |
| The user interacts and the bot collects basic data or confirms initial interest. |
| MQL |
| Qualified interest: asks for a catalog/price list or asks more specific questions. |
| SQL |
| Clear purchase intention: inquires about availability, requests a quote, or seeks to coordinate contact with an advisor. |
| Opportunity |
| Active negotiation with personalized follow-up and possible sale closure. |
| Customer |
| The user is already a customer (for example, completed purchase or confirmed customer according to the business's criteria). |
Note: it is not mandatory to use all stages if they do not apply to the customer's actual process. The most important thing is that the stages reflect clear and comparable criteria.
❓ What should I keep in mind to properly define Awareness, Lead, MQL, and SQL?
To avoid confusion in analysis and reporting:
Align criteria with the client: make sure that "MQL" or "SQL" mean the same thing for the client and for the flow.
Do not advance stages "just because": from one stage to another there should be a real change (new data, action, or intention closer to purchase).
If the client skips stages in their process (for example, measures directly from Lead to SQL), you can reflect it that way in the flow.
❓ What are the Service Type stages and how are they configured?
The Service Type stages depend on the business (for example: support, warranties, follow-up, after-sales, etc.).
You can create custom stages by typing them in the selector and clicking "Create stage".
Practical recommendation: even if you measure service today with labels or other resources, incorporating Service Type helps to leave information ready for future analysis.
❓ What is the relationship between the stages and CAPI and why is it important to enable it?
CAPI (Conversions API) is the mechanism that allows you to send events to Meta to build a conversion history associated with your stages.
Key points:
When enabling CAPI at the client level, the sending of events is done automatically for lead stages (Lead Stage).
You do not need to add extra configurations "per stage" within each flow: once enabled, it starts sending information based on the active flows.
Although the immediate impact may vary depending on the client's use in Meta, enabling it is important to build history from now on.
❓ How to verify if CAPI is receiving events correctly?
You can validate it from the Meta environment (Ads Manager / events section), checking that:
The connection is active.
There are recent events coming in.
❓ What are the best practices when using Customer Stage?
| ✔️ |
| Recommendation |
| 🧩 |
| Define clear criteria per stage (what data/action converts to Lead, MQL, or SQL). |
| 🤝 |
| Align definitions with the client so that the analyses are comparable. |
| ➡️ |
| Advance stages only when there is a real change in intention or information. |
| ✂️ |
| Do not use all the stages if they do not apply to the customer's real process. |
| 🎯 |
| Assign agents preferably in "hotter" stages (MQL/SQL) and use nurturing/remarketing for the rest. |
| 🔌 |
| Enable CAPI to build history and enhance measurement in Meta. |
| 🧪 |
| Test flow variations (A/B experiments) to improve conversion per stage. |