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Stages and job values

Move leads through New, Qualified, and Converted and enter accurate job values for Google Ads.

Open leads move through three Stages: New, Qualified, and Converted. See The NMC method for what each stage signals to Google Ads and why keeping just three stages works best.

Updating a lead’s stage and value

Section titled “Updating a lead’s stage and value”

Open the lead in NMC, select its new stage, and confirm any prompt. When marking a lead Converted:

  • Enter the job’s value in the displayed business currency (0 or higher; NMC does not convert between currencies, and leaving the value blank records $0).
  • You can edit a Converted value later in NMC, except that for calls from ads and iOS gbraid / wbraid clicks, Google Ads locks whatever value NMC uploads 24 hours after you mark the lead Converted. Enter the real job amount within that first day whenever possible.

How stage updates upload to Google Ads

Section titled “How stage updates upload to Google Ads”

Moving a lead to a new stage queues a conversion upload to Google Ads whenever the lead meets NMC’s upload rules:

  • Website click and form conversions upload promptly and can be updated or retracted later if you adjust the lead.
  • Qualified and Converted conversions from Google Ads call assets and iOS gbraid / wbraid clicks wait 24 hours before uploading because Google Ads does not let NMC retract or edit them afterward. New doesn’t wait, because NMC never retracts it.
  • When you configure Google Ads to bid on a stage, reaching that stage is the exact goal Smart Bidding optimizes toward (allow extra time after upload for Google Ads reports to reflect new conversions).

If you ever pick the wrong stage or value by mistake, see Closing and correcting leads, and read any prompt about locked Google Ads conversions before confirming.