Why Use the Opportunities Section?
If you have a sales process—where leads come in, go through steps, and eventually convert—keeping track of where they are is essential. The Opportunities section gives you a visual sales pipeline so you can see at a glance where every potential customer stands.
Unlike using separate tools like Pipedrive or Zoho, GoHighLevel’s Opportunities section is fully integrated with your CRM, automations, and marketing tools, allowing you to trigger actions based on a lead’s movement through the pipeline.
This means you can:
Automatically create opportunities when a lead fills out a form or calls your business.
Move leads through different sales stages and track progress.
Automate follow-ups based on their position in the pipeline.
Measure sales performance and identify the best sources of new business.
How the Opportunities Section Works
1. Understanding Pipelines & Stages
A pipeline represents the journey a lead takes before they become a paying customer.
Each pipeline consists of stages, which are the steps in your sales process. These will look different depending on your business.
For example:
A massage therapist may only have a few stages: New Inquiry → Booked Appointment → Completed Appointment.
A home renovation contractor might need a longer pipeline: New Lead → Consultation Scheduled → Quote Sent → Contract Signed → Project Completed.
It’s important to customize your pipeline to match the way you actually move leads through the sales process.
2. Creating an Opportunity (Manually or Automatically)
You can manually add opportunities or automate the process to save time.
Adding an Opportunity Manually
Click Opportunities → Add Opportunity
Enter the contact’s name, email, and phone number (if they’re a new lead)
Set an Opportunity Name (this could be the customer’s name or a project name)
Choose the Pipeline & Stage (where they currently are in your process)
Assign an Owner (sales rep or team member handling the deal)
Set an Opportunity Value (estimated revenue from this deal)
Choose the Lead Source (Google Ads, Facebook, Referral, etc.)
Click Create
The opportunity will now appear in your pipeline.
Automating Opportunity Creation
Instead of manually adding every lead, you can use workflows to create opportunities automatically.
For example:
If someone fills out a form, you can automatically create an opportunity in the "New Lead" stage.
If a lead books a call, you can move them to the "Appointment Scheduled" stage automatically.
This ensures no lead slips through the cracks and keeps your pipeline updated in real time.
3. Moving & Managing Opportunities
Once an opportunity is created, you’ll want to track its progress through your sales stages.
There are a few ways to do this:
Drag-and-Drop: Move opportunity cards from one stage to the next.
Change Status: Update an opportunity as Won, Lost, or Abandoned.
Use Automations: Set up triggers to automatically move opportunities when certain conditions are met (e.g., an appointment is confirmed).
Understanding Opportunity Statuses
Open: The deal is still active.
Won: The lead became a paying customer.
Lost: The lead decided not to move forward.
Abandoned: No response or engagement after multiple follow-ups.
If you had a conversation with a prospect and they declined your offer, mark them as Lost. If you never got a chance to speak with them, use Abandoned instead.
4. Tracking Sales Performance with the Opportunities Dashboard
Once you start using opportunities, your dashboard will provide valuable insights into your sales performance.
Some key things you’ll be able to track:
Total Open Deals – See the total value of all opportunities in your pipeline.
Win Rate – Track how many leads convert into customers.
Stage Distribution – Identify where leads get stuck in your process.
Lead Source Performance – Determine which marketing channels bring the best leads.
By consistently tracking this data, you’ll be able to make better decisions about your sales strategy and marketing budget.
Best Practices for Managing Opportunities
Structure Your Pipeline to Match Your Process – Keep it simple and practical.
Use Automation Where Possible – Save time by automatically creating and updating opportunities.
Keep Opportunity Values Accurate – Helps with forecasting revenue.
Track Lead Sources Carefully – This data is key for optimizing your marketing efforts.
Regularly Update Statuses – Don’t let opportunities pile up in "Open" if they should be "Lost" or "Won."
What’s Next?
Now that you understand how to track leads in the Opportunities section, the next step is building and customizing your own pipeline inside GoHighLevel.
In the next guide, we’ll cover:
How to Set Up Your Sales Pipeline
How to Automate Lead Tracking & Follow-Ups
How to Optimize Your Close Rate