Lead scoring gives every person in your CRM a number from the rules you set, so your team sees who to contact first. A score is the sum of the points of all rules that apply to the person, never below 0 and never above your maximum score. The score is for your team only. It is never shown to the person.

Lead scoring is part of the Business and Enterprise plans. It is set up by users with the role setting Manage CRM settings. Anyone who can view the CRM sees the resulting scores.

If your plan does not include lead scoring, the Lead scoring tab shows an upgrade card instead.

The table lists each rule with its label, type, a plain-words description of when it applies, its points and an On switch. Use the pencil to edit, the copy icon to start a new rule from an existing one, and the bin to delete. Deleting a rule applies when you save. The order of rules does not change a score.

Every rule has a Label (up to 80 characters, shown as the reason in the score explanation), a Rule type and Points from -100 to 100, but not 0. A positive number adds to the score, a negative number lowers it. A rule can be switched off with Rule is on without deleting it.

Attribute

Looks at a fact about the person. Choose a Person attribute: Lifecycle stage, Source, Country, Language or Tag (then choose Matches any of one or more values), or the yes or no facts Has an email address, Has a phone number, Linked to a company, Has an owner. Sources are Added by hand, Import, Shopper, Website lead, Inbound email, Message Centre, Merchant and API.

Activity

Looks at what happened recently. Choose an Event: Incoming conversation, Outgoing conversation, Note added, Order paid, Answered call or Task completed, and In the last (days) from 1 to 365. By default the points are given once when at least one such event happened. Switch on Count every event to give the points for each event, up to Maximum points from this rule (1 to 1000).

Recency

Lowers the score of people who went quiet. Enter Nothing for (days) from 1 to 730 and choose Measured from: Last activity or Last incoming message. If the person never had any, the day they were created is used. Use a negative number of points.

Orders

Looks at orders. Choose a Measure: Orders, all time; Order value, all time; Orders, last 90 days; or Order value, last 90 days. Then enter At least. The rule applies when the measure is at least that number and more than zero.

Example: "+20 points when a person replied in the last 30 days" is an Activity rule with the event Incoming conversation, 30 days and 20 points.

Under the table, the Preview panel lets you Choose a person and shows the score and the reasons your current rules would give, including changes you have not saved yet. Nothing is stored by the preview. If a rule has a problem, fix it first and the preview updates.

A small coloured badge shows the number. The color steps follow the share of your maximum (25, 50 and 75 percent), and the number is always printed. On a person, choose Why this score to see the score out of your maximum, each rule that applies with its points, and up to the 5 most recent changes (for example 40 to 55). If the saved score differs from the live one, a note says the saved score is updated by the next scoring pass. When lead scoring is off, the popover says it is switched off for your organization.

After you save, scores are recalculated in the background for all people. They are then recalculated again when the last full pass is older than 20 hours. Scores do not change instantly after a customer action, so a new score can take a while to show. The Lead scoring tab shows "Last full pass" with the date, or "A scoring pass is running." Merged, deleted and erased people are not scored.