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How to customize your Conversion Funnel?

  • Updated

Overview

Meritto CRM has helped teams stay aligned by showing each student’s journey through a set of predefined conversion statuses—like “Verified”, “Unverified”, “Application Started” or “Enrolled”—within their lead profiles. It gave users a structured view of progress across the enrollment funnel.

But as every institution follows its own process, these fixed statuses may not always capture the complete picture of where a student truly stands, or which step matters most to your team. For instance, you might want to track moments like “Follow-Up Scheduled” or “Fee Discussion in Progress”—but those nuances weren’t always visible.

That’s where this new update steps in. By allowing you to define your own conversion statuses for Leads, Applicants, and Opportunities, you get full flexibility to shape the student journey as per your unique workflow. Whether it’s tracking re-engaged leads or identifying bottlenecks in fee collection, your team now gets complete clarity—on their terms.

 

Why this update matters?

Our users rely on the Student Journey to track and understand where a particular Lead, Application, or Opportunity is in its lifecycle. With this enhancement, users can:

  • Visualize the student journey more effectively.
  • Configure additional statuses to better align with their processes.
  • Track status changes dynamically across different modules.
  • Ensure better decision-making based on real-time status updates.

 

What's new?

  1. Your organization, your conversion statuses: Configure your own student journey with custom statuses for Leads, Applications, and Opportunities—exactly the way your process flows. From “New Inquiry” to “Offer Accepted,” define what each step looks like for your team and track progress the way you actually work.

  2. Auto-updated as your lead progresses: Map each custom status to a specific stage(optional)—so whenever a lead/application/opportunity stage changes, the conversion status updates automatically. No manual updates, no missed context—just real-time accuracy that keeps everyone aligned.

  3. See the journey, exactly as you’ve defined it: Your custom statuses appear right within the lead, applicant, or opportunity profile—giving your team a clear, visual view of where each student stands. No guesswork, just instant context to take the right next step.

     

  4. Flexible status management, built for change: Easily control which statuses appear in the journey by toggling them on or off—keeping your view focused and clutter-free. Need to rename a status, change its trigger, or adjust the order? You can do it all in seconds, without disrupting existing data. As your process evolves, your statuses can too.

  5. Control Visibility Across Modules: Choose where each status should appear—just in the Lead profile, or across Applications and Opportunities too. Keep your journey view focused and relevant, no matter which part of the CRM your team is working in.

  6. Update conversion statuses your way: Beyond automatic updates, you can manage conversion statuses through multiple methods—directly from the lead profile with one click, via bulk data upload, offline lead stage changes, or through API integration. Whatever your workflow, you’ll always have real-time tracking and complete visibility.

  7. Filter what matters to nurture with precision: Create custom filter views based on your defined conversion statuses—so your team can easily segment students by where they stand in the journey. Whether it's identifying who needs follow-ups or who’s ready to convert, you’ll always know whom to prioritize and when.

How to Configure the Conversion Status?

Step 1: Access Conversion Status Settings

  1. Navigate to the CRM Settings.
  2. Click on CRM > Conversion Funnel > Conversion Funnel Configuration.
  3. The settings will only be visible if the permission is enabled to view the Conversion Funnel Configuration.
    Permission Name: Enable Conversion Funnel Configuration

Step 2: View Conversion Buckets

  1. Based on your account type plan, you will see buckets for Leads, Opportunities, and Applications.
  2. If your account is New-Only CRM, the Application bucket will not be visible.
    NOTE: New Only CRM accounts are the ones which will be created or converted post the release goes live. 
  3. Ensure the required buckets are enabled based on your workflow.

Step 3: Add Statuses

  1. Click on New Status to create a new conversion status on the chosen bucket 
  2. Enter the Status Name (e.g., Contacted, Verified, Converted).
  3. Define the trigger stage - Select which lead stage will automatically trigger this status.
  4. Click on the “Submit” button to save the changes. 
  5. The new conversion status would be reflected and enabled by default in the chosen bucket. 

Step 4: Enable or Disable Statuses

  1. Toggle Enable/Disable for each status based on whether it should be active.
  2. If a status is disabled:
    • It will not appear in the profile or dashboards.
    • Leads will automatically move to the previous active status in the user journey. 
    • However, the conversion status column and filter would be filtered in the disabled statuses in the lead/application/opportunity manager.
    • Previously disabled statuses can be re-enabled without losing historical data.

Step 5: Edit Conversion Statuses to Trigger Stages

  1. Click on the edit (available on hover) icon on individual conversion status. 
  2. Rename the status if needed and update the trigger stage.
  3. Toggle the status visibility on/off.

Step 6: Customize Conversion Funnel Bucket

  1. Click on the Customize icon above the bucket. 
  2. Delete the Custom Conversion Status by clicking on the delete icon which is available on the hover. 
  3. Reorder the Custom Conversion status by clicking on the reorder icon. 
  4. There would be a “Show only on Lead/Application/Opportunity Profile” toggle, enabling this will display the journey of the bucket within its profile. It will not be displayed on other buckets. 
  5. Click on the green tick button to save the changes or cross button to cancel the changes. 
  6. The updated conversion statuses will now reflect in the Lead, Opportunity, and Application profiles.

Step 7: Monitor and Optimize

  1. Use the Journey to track lead movement.
  2. Identify drop-off points and optimize engagement strategies.
  3. Adjust conversion statuses as needed for continuous improvement.

Important Details:

  • Dashboards: Enrollment-based graphs will require updates and will be reintroduced in upcoming sprints. (These updates will roll out within 1-2 sprints after the release.)
  • Lead Manager: Users can now update conversion statuses directly from the profile. There is a conversion status field introduced to change the Conversion status.
  • Application Manager: Filters and conversion status handling have been updated.
  • Mobile App: UI updates will align with these changes and will go live in the next mobile app release.
  1. For accounts using Client API on the Old Only CRM account
    • If your account currently uses the Client API, Application attributes will be there.
    • New Conversion Status Settings page will only be shown if Opportunity is enabled.

  2. For accounts not using Client API (Manual Marking / Lead Stage Change) on the Old Only CRM account

    • Your account will be automatically migrated to the new Conversion Status Settings.
    • (Application Status, Application Course, Application No ) will not be there in the Application Attributes.

    • In the accounts, where no application fields are created will be working as New Only CRM account.

  3. For New Only CRM accounts which are made after release

    • The account will have the new Conversion Status Settings page.

  4. For Comprehensive accounts

     

    • The account will have the new Conversion Status Settings page.

    • The enrolment status will be dependent on the "Enrolment Mapping" configuration as well. If it's not enabled from the Enrolment mapping then the "Enrolment" conversion status will not be visible on the journey. 

       

How to change the Conversion Status?

The updates can happen from the following places to change the Conversion Status:

  • Dev Portal APIs using Conversion Status key or lead stage change
  • Lead Stage change using the profile or listing page
  • Manually using the Profile by clicking on the user journey
  • Data Update in Lead, Application, Opportunity

Here's the all-new Student Journey with a clearer, more intuitive view of every stage.

NOTE: In old Only CRM accounts, the functionality will work as it is using the client APIs. 

 

How does this affect users?

  • More control: Customize and automate conversion tracking effortlessly.
  • Better visibility: Get clearer insights into the user journey.
  • Improved workflows: Bulk updates, API support, and UI enhancements ensure a seamless experience.

These updates are designed to streamline your conversion process and improve lead/application/opportunity tracking.

 

 

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