Lead Scoring
Lead scoring ranks your contacts by how promising they are, so your team can focus on the warmest opportunities first. A contact’s score goes up or down based on rules you define.
Scoring rules
Section titled “Scoring rules”Each rule ties an action to a points change. When a contact does something that matches a rule’s event type — for example opening or replying to a message, submitting a form, clicking a link, or advancing a deal stage — their score changes by the rule’s score delta (positive or negative).
Rules can be turned on or off individually, and you can edit or delete them at any time.
Score decay
Section titled “Score decay”A rule can be marked as a decay rule, which gradually reduces a contact’s score when they go inactive — after a set number of days, points are removed. This keeps scores reflecting recent interest rather than past activity.
Where to find it
Section titled “Where to find it”Lead scoring lives under Analytics. From there you can manage your rules and view contacts ranked by their current score.