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Set up score properties to qualify contacts, companies, and deals

Last updated: December 21, 2021

Applies to:

Marketing Hub Professional, Enterprise
Sales Hub Professional, Enterprise
Service Hub Professional, Enterprise
Operations Hub Professional, Enterprise

Users in Professional and Enterprise accounts can customize the default HubSpot score contact property to qualify leads based on custom criteria. You can also create custom score properties for your contacts, companies, and deals.

Score properties are updated by HubSpot continually. Some examples of continual updates include:

  • If a record meets the criteria set in the Positive section, points are added to the score. Once they don't meet the criteria, those points will be removed from the score.
  • If a record meets the criteria set in the Negative section, points are removed from the score. Once they don't meet the criteria, those points will be credited back.
  • If a criteria is removed, all records will be re-evaluated. This means if you remove a criteria from the Positive section, points may be removed from your records, and vice versa.

Please note: you can create up to five score properties per object (e.g, five contact score properties, five company score properties, etc.).

To set the criteria for your HubSpot score or custom score property:

  • In your HubSpot account, click the settings settings icon in the main navigation bar.
  • In the left sidebar menu, navigate to Properties.
  • Scroll or search for HubSpot score or a custom score property and click the property name.
  • Click add Add criteria in the Positive or Negative sections to set criteria that will add or remove points from the score respectively.


  • Set a criterion, then click Apply filter. The criteria options depend on your subscription level. Learn more about setting criteria.
  • To add additional criteria in the existing set, click AND. Records will need to meet all criteria in this set for the score to apply.
  • Click add Add criteria again to have a separate set of criteria that lead to a certain score.
  • To change the number of points that are added or removed when a record meets the criteria, click the edit edit icon. Enter a new score amount and click Set.


Please note: scores for a criterion will not be added or removed again if a contact meets the criteria multiple times. You can, however, create multiple criteria that each add or remove points for incremental values.

  • If you're creating a score property for contacts, click Test score criteria to test it. Scroll or search and select a [object] name, then click Test to view their score. You can view which criteria they met in the Positive and Negative sections.


  • To clone a set of criteria, click the Actions dropdown menu, then select Clone.
  • To delete a set of criteria, click the Actions dropdown menu, then select Delete.
  • When you've finished adding or editing criteria, click Save. You can add up to 100 filters to your score property (i.e., a score property can have any number of sets of criteria, but the criteria in all these sets can only total up to a 100).

When you save your criteria, all records are reevaluated. It may take some time for the scores to be updated. If the score remains the same for a record after you change the score criteria, there won't be an update to the score property value for that record.

Please note: because of changes related to Apple's recently announced iOS 15 privacy features and its impact on engagement properties, your lead scores may appear higher than usual. Learn more about how to navigate these changes in HubSpot.

Once created, you can use your score property to segment your records in lists and enroll records in workflows. If you've connected your account to Salesforce, the HubSpot Score information will sync over to Salesforce after it is populated on the record in HubSpot.