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Understand the lead scoring tool - HubSpot Knowledge Base
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“Fit scores (contacts and companies only): qualify records based on their demographic information through property values, such as their age, job title, company size, or annual revenue.” If your business has multiple regions, the qualities of a good fit customer may differ across each location and culture, requiring different fit scores. To keep your teams organized by the scores that apply to them, make sure to set up clear labels for each score property. How scores are calculated Scores are calculated based on the criteria you set for event and property rules in score groups. Each score must have at least one score group, but you can include multiple groups that add up to the total score. You can set a limit for the minimum and maximum total score, but can also set optional maximum scores for each group. This means you can weigh groups of criteria or events differently. For example, limit points for a group of awareness events, such as page visits, and allow more points for a group of conversion events, such as sales form submissions and meetings. Score limit: the maximum number of points for the overall score. Once a record reaches the limit, no more points will be added to or removed from their score. A record's overall score is what appears as the value in the score property. Group limit: the maximum number of points added or subtracted for a specific group. Once a record reaches the group's limit, no more points will be added to or subtracted from their score from that group. All group limits contribute to the overall score limit. A record's values for each group contribute to their overall score. The group limit can be a whole number or include decimals. Criteria points: the points assigned to each property or event rule. Points can either be added to or subtracted from the score. In each group, the total criteria points can be below or equal to the group limit. A record's values for each rule contribute to the group score, which then contributes to the total score. The criteria points can be a whole number or include decimals. For example, in the following contact engagement score: The overall score limit is 100.
“Engagement scores(contacts and companies only): qualify records based on their actions and interactions, such as visiting your website, subscribing to your newsletter, clicking a CTA, or opening a marketing email.” If your business has multiple regions, the qualities of a good fit customer may differ across each location and culture, requiring different fit scores. To keep your teams organized by the scores that apply to them, make sure to set up clear labels for each score property. How scores are calculated Scores are calculated based on the criteria you set for event and property rules in score groups. Each score must have at least one score group, but you can include multiple groups that add up to the total score. You can set a limit for the minimum and maximum total score, but can also set optional maximum scores for each group. This means you can weigh groups of criteria or events differently. For example, limit points for a group of awareness events, such as page visits, and allow more points for a group of conversion events, such as sales form submissions and meetings. Score limit: the maximum number of points for the overall score. Once a record reaches the limit, no more points will be added to or removed from their score. A record's overall score is what appears as the value in the score property. Group limit: the maximum number of points added or subtracted for a specific group. Once a record reaches the group's limit, no more points will be added to or subtracted from their score from that group. All group limits contribute to the overall score limit. A record's values for each group contribute to their overall score. The group limit can be a whole number or include decimals. Criteria points: the points assigned to each property or event rule. Points can either be added to or subtracted from the score. In each group, the total criteria points can be below or equal to the group limit. A record's values for each rule contribute to the group score, which then contributes to the total score. The criteria points can be a whole number or include decimals. For example, in the following contact engagement score: The overall score limit is 100.
“Certain scores may be useful to sales and marketing teams tracking prospects, but your support team would need a different score to track the engagement of existing customers.” If your business has multiple regions, the qualities of a good fit customer may differ across each location and culture, requiring different fit scores. To keep your teams organized by the scores that apply to them, make sure to set up clear labels for each score property. How scores are calculated Scores are calculated based on the criteria you set for event and property rules in score groups. Each score must have at least one score group, but you can include multiple groups that add up to the total score. You can set a limit for the minimum and maximum total score, but can also set optional maximum scores for each group. This means you can weigh groups of criteria or events differently. For example, limit points for a group of awareness events, such as page visits, and allow more points for a group of conversion events, such as sales form submissions and meetings. Score limit: the maximum number of points for the overall score. Once a record reaches the limit, no more points will be added to or removed from their score. A record's overall score is what appears as the value in the score property. Group limit: the maximum number of points added or subtracted for a specific group. Once a record reaches the group's limit, no more points will be added to or subtracted from their score from that group. All group limits contribute to the overall score limit. A record's values for each group contribute to their overall score. The group limit can be a whole number or include decimals. Criteria points: the points assigned to each property or event rule. Points can either be added to or subtracted from the score. In each group, the total criteria points can be below or equal to the group limit. A record's values for each rule contribute to the group score, which then contributes to the total score. The criteria points can be a whole number or include decimals. For example, in the following contact engagement score: The overall score limit is 100.
“Fit scores (contacts and companies only): qualify records based on their demographic information through property values, such as their age, job title, company size, or annual revenue.” If your business has multiple regions, the qualities of a good fit customer may differ across each location and culture, requiring different fit scores. To keep your teams organized by the scores that apply to them, make sure to set up clear labels for each score property. How scores are calculated Scores are calculated based on the criteria you set for event and property rules in score groups. Each score must have at least one score group, but you can include multiple groups that add up to the total score. You can set a limit for the minimum and maximum total score, but can also set optional maximum scores for each group. This means you can weigh groups of criteria or events differently. For example, limit points for a group of awareness events, such as page visits, and allow more points for a group of conversion events, such as sales form submissions and meetings. Score limit: the maximum number of points for the overall score. Once a record reaches the limit, no more points will be added to or removed from their score. A record's overall score is what appears as the value in the score property. Group limit: the maximum number of points added or subtracted for a specific group. Once a record reaches the group's limit, no more points will be added to or subtracted from their score from that group. All group limits contribute to the overall score limit. A record's values for each group contribute to their overall score. The group limit can be a whole number or include decimals. Criteria points: the points assigned to each property or event rule. Points can either be added to or subtracted from the score. In each group, the total criteria points can be below or equal to the group limit. A record's values for each rule contribute to the group score, which then contributes to the total score. The criteria points can be a whole number or include decimals. For example, in the following contact engagement score: The overall score limit is 100.
“To prioritize the contacts, companies, and deals in your CRM, you can build custom lead scores based on record actions or properties.” If your business has multiple regions, the qualities of a good fit customer may differ across each location and culture, requiring different fit scores. To keep your teams organized by the scores that apply to them, make sure to set up clear labels for each score property. How scores are calculated Scores are calculated based on the criteria you set for event and property rules in score groups. Each score must have at least one score group, but you can include multiple groups that add up to the total score. You can set a limit for the minimum and maximum total score, but can also set optional maximum scores for each group. This means you can weigh groups of criteria or events differently. For example, limit points for a group of awareness events, such as page visits, and allow more points for a group of conversion events, such as sales form submissions and meetings. Score limit: the maximum number of points for the overall score. Once a record reaches the limit, no more points will be added to or removed from their score. A record's overall score is what appears as the value in the score property. Group limit: the maximum number of points added or subtracted for a specific group. Once a record reaches the group's limit, no more points will be added to or subtracted from their score from that group. All group limits contribute to the overall score limit. A record's values for each group contribute to their overall score. The group limit can be a whole number or include decimals. Criteria points: the points assigned to each property or event rule. Points can either be added to or subtracted from the score. In each group, the total criteria points can be below or equal to the group limit. A record's values for each rule contribute to the group score, which then contributes to the total score. The criteria points can be a whole number or include decimals. For example, in the following contact engagement score: The overall score limit is 100.
“Scores assign values to records through score properties, which you can use to evaluate which leads are likely to become customers.” If your business has multiple regions, the qualities of a good fit customer may differ across each location and culture, requiring different fit scores. To keep your teams organized by the scores that apply to them, make sure to set up clear labels for each score property. How scores are calculated Scores are calculated based on the criteria you set for event and property rules in score groups. Each score must have at least one score group, but you can include multiple groups that add up to the total score. You can set a limit for the minimum and maximum total score, but can also set optional maximum scores for each group. This means you can weigh groups of criteria or events differently. For example, limit points for a group of awareness events, such as page visits, and allow more points for a group of conversion events, such as sales form submissions and meetings. Score limit: the maximum number of points for the overall score. Once a record reaches the limit, no more points will be added to or removed from their score. A record's overall score is what appears as the value in the score property. Group limit: the maximum number of points added or subtracted for a specific group. Once a record reaches the group's limit, no more points will be added to or subtracted from their score from that group. All group limits contribute to the overall score limit. A record's values for each group contribute to their overall score. The group limit can be a whole number or include decimals. Criteria points: the points assigned to each property or event rule. Points can either be added to or subtracted from the score. In each group, the total criteria points can be below or equal to the group limit. A record's values for each rule contribute to the group score, which then contributes to the total score. The criteria points can be a whole number or include decimals. For example, in the following contact engagement score: The overall score limit is 100.
“Engagement scores(contacts and companies only): qualify records based on their actions and interactions, such as visiting your website, subscribing to your newsletter, clicking a CTA, or opening a marketing email.” If your business has multiple regions, the qualities of a good fit customer may differ across each location and culture, requiring different fit scores. To keep your teams organized by the scores that apply to them, make sure to set up clear labels for each score property. How scores are calculated Scores are calculated based on the criteria you set for event and property rules in score groups. Each score must have at least one score group, but you can include multiple groups that add up to the total score. You can set a limit for the minimum and maximum total score, but can also set optional maximum scores for each group. This means you can weigh groups of criteria or events differently. For example, limit points for a group of awareness events, such as page visits, and allow more points for a group of conversion events, such as sales form submissions and meetings. Score limit: the maximum number of points for the overall score. Once a record reaches the limit, no more points will be added to or removed from their score. A record's overall score is what appears as the value in the score property. Group limit: the maximum number of points added or subtracted for a specific group. Once a record reaches the group's limit, no more points will be added to or subtracted from their score from that group. All group limits contribute to the overall score limit. A record's values for each group contribute to their overall score. The group limit can be a whole number or include decimals. Criteria points: the points assigned to each property or event rule. Points can either be added to or subtracted from the score. In each group, the total criteria points can be below or equal to the group limit. A record's values for each rule contribute to the group score, which then contributes to the total score. The criteria points can be a whole number or include decimals. For example, in the following contact engagement score: The overall score limit is 100.
“You can then use lead score properties in other HubSpot tools such as segments, workflows, or reports.” If your business has multiple regions, the qualities of a good fit customer may differ across each location and culture, requiring different fit scores. To keep your teams organized by the scores that apply to them, make sure to set up clear labels for each score property. How scores are calculated Scores are calculated based on the criteria you set for event and property rules in score groups. Each score must have at least one score group, but you can include multiple groups that add up to the total score. You can set a limit for the minimum and maximum total score, but can also set optional maximum scores for each group. This means you can weigh groups of criteria or events differently. For example, limit points for a group of awareness events, such as page visits, and allow more points for a group of conversion events, such as sales form submissions and meetings. Score limit: the maximum number of points for the overall score. Once a record reaches the limit, no more points will be added to or removed from their score. A record's overall score is what appears as the value in the score property. Group limit: the maximum number of points added or subtracted for a specific group. Once a record reaches the group's limit, no more points will be added to or subtracted from their score from that group. All group limits contribute to the overall score limit. A record's values for each group contribute to their overall score. The group limit can be a whole number or include decimals. Criteria points: the points assigned to each property or event rule. Points can either be added to or subtracted from the score. In each group, the total criteria points can be below or equal to the group limit. A record's values for each rule contribute to the group score, which then contributes to the total score. The criteria points can be a whole number or include decimals. For example, in the following contact engagement score: The overall score limit is 100.
When a score is turned on, the records will be evaluated retroactively and the score property value will be set. The property will update continuously when a record meets any of the score criteria. During the score set up, you can customize the name of the property and how it's organized in your groups. For combined scores, three properties are created: one total score that stores the combined value from engagement and fit points, one engagement score that stores only the engagement points, and one fit score that stores only the fit points. For example, your business sells two different services, with different engagement criteria to help decide whether a contact is a good lead. You may want to create separate engagement scores for each. In this case, you'd have two separate properties that you can use track the scores on records or in filters of views, segments, workflows, or reports. Score thresholds For each score, you can set up score thresholds to categorize records based on their score values. An additional threshold property is created with color-coded labels for each score range so you can quickly find good leads. For engagement and fit scores, the labels are High, Medium, and Low. For example you can set 70-100 as High, 40-69 as Medium, and -100-39 as Low. For combined scores, the labels are A1, A2, A3, B1, B2, B3, C1, C2, and C3. The letters refer to the fit score values where A is high-fit and C is low-fit. The numbers refer to engagement score values, where 1 is high engagement and 3 is low engagement. For example, a low-fit but highly engaged contact would have a value of C1. What happens when a score is turned on or updated Turning on a score When a score is first turned on, records are evaluated retroactively based on their current and historical property values or actions, then a value is set for the score property. “Create a workflow to automatically assign an owner to unworked contacts with a score over 50.” Create a custom report to compare lead scores of contacts by the channel they first interacted with your business. To use lead scores in reports, use the scored object as a data source (e.g., contacts if reporting on contact lead scores) and include the score properties as fields. Additional resources For instructions on how to build scores, refer to these articles: Manually build lead scores Build contact lead scores with AI (Marketing Hub Enterprise only) For a video walkthrough, watch the Lead Scoring lesson on the HubSpot Academy.