What are the pipeline columns and what does each one mean?

When someone fills out your ad form or contact form, a new card automatically appears in Lead Received. This column is the top of the funnel. The opportunity value is set to $50 — a signal to Google and Meta that someone has expressed interest. Your job when a card lands here: call within 5 minutes. The 45-day automated nurture sequence (texts + emails) also kicks off from this stage.

Move a card to Hot Lead by dragging it — this is the one stage where dragging is allowed. Use Hot Lead when you've spoken with the person, they're genuinely interested, but a consult hasn't been booked yet. Hot Lead tells your team "someone is actively working this person." It doesn't change the opportunity value or fire automations on its own — it's a visual flag for your team.

A card reaches Consult Booked only when a consult appointment is booked through the RootLogic calendar — never by dragging. When the appointment is booked through the calendar, RootLogic automatically moves the card to this column and updates the opportunity value to $500. This value is reported back to Google and Meta as a high-quality conversion signal. Dragging to this column bypasses that entire process and sends no signal to the ad algorithm.

If your practice website has a chat widget enabled, leads that come in through chat outside of business hours land in the After Hours Chat column. These are people who reached out when no one was available to respond. They need a proactive outbound call first thing the next morning — do not wait for them to reach back out.

Like Consult Booked, a card reaches Procedure Booked only through the calendar booking flow — not by dragging. The opportunity value updates to $9,100, which tells Google and Meta that a high-value patient has been acquired. This is the most important conversion signal in your entire pipeline. Accuracy here directly affects how well your ads perform next month.