Mutations are largely conserved between primary and metastatic tumors from the same patients, suggesting that non-genetic phenotypic plasticity plays a major role in cancer progression and therapy resistance. However, we lack an understanding of metastatic cell states and the mechanisms by which they transition. In a cohort of biospecimen trios from same-patient normal colon, primary and metastatic colorectal cancer, we find that while primary tumors largely adopt LGR5+ intestinal stem-like states, metastases display progressive plasticity. The conserved mechanisms of cell state transitions that we identify during tumor progression suggest opportunities for therapeutic targeting by anticipating and intercepting tumor regenerative states.