# Pipeline stages

> The funnel your contacts move through, from waitlist to joined to converted. Rename it, reorder it, or add stages to fit how your launch actually works.

Source: https://getlaunchlist.com/help/docs/audience/stages

---

A pipeline stage is **where a contact sits in your funnel**. Every project starts with a sensible
default funnel, and you can shape it to match how your launch actually runs.

## The default funnel

| Stage         | Who is here                                     |
| ------------- | ----------------------------------------------- |
| **Waitlist**  | Signed up and waiting. Where everyone starts.   |
| **Invited**   | Given early access, not yet in.                 |
| **Joined**    | Redeemed their access and using the product.    |
| **Converted** | Became a paying or fully activated customer.    |
| **Declined**  | Opted out or was turned down. A terminal stage. |

## Make it yours

The funnel is **founder-editable**: rename a stage to your own language, reorder the middle, or add
stages that match your process. Open **Audience → Signups** and press **Customize stages**, the small icon at the end of the
pipeline strip above the table. LaunchList tracks each stage by an underlying **role**, not by its
name, so renaming "Joined" to "Onboarded" leaves every automation and invitation that depends on it
working untouched.

![The pipeline strip above the Signups table with the small Customize stages icon at its end.](https://app.getlaunchlist.com/images/docs/audience/stages/01-customize-stages-icon.webp "Customize stages is the small icon at the end of the strip")

![The stage editor where stages are renamed, reordered and added.](https://app.getlaunchlist.com/images/docs/audience/stages/02-stage-editor.webp "Rename, reorder or add stages")

## How contacts move

A contact changes stage through one of a few controlled paths:

- an [invitation](/help/docs/api/invitations) moves them to **invited**, and redeeming it moves them on;
- an [automation](/help/docs/email/automations) **change stage** step;
- the API, via [update a contact](/help/docs/api/contacts-update);
- or by hand in the audience.

Every move runs through the same single path, so your stage counts and each contact's history stay
consistent no matter how the change was triggered.

## Using stages

Stages are one of the most useful things to build on:

- **Segment** by stage: everyone in **invited** who has not **joined**, for a nudge.
- **Trigger an automation** when a contact's stage changes, or **branch** one on the stage they are
  in.

## Next

- [Segments](/help/docs/audience/segments): slice your audience, including by stage
- [Early access](/help/docs/audience/early-access): how invitations move contacts through the funnel

## Common questions

### Can I rename or add stages?

Yes. The funnel is yours to edit. Rename a stage, reorder it, or add your own. LaunchList tracks each stage by its role behind the scenes, so renaming one never breaks an automation or invitation that depends on it.

### What is the declined stage for?

It is the terminal stage for someone who opted out or was turned down. They stay in your audience and in your history, they are just out of the active funnel.

### How does a contact move between stages?

Through an invitation, an automation step, an API call, or by hand in the dashboard. Every move goes through one controlled path, so counts and history stay consistent.