Create a health score in the customer success workspace

After you've set up your customer success workspace, create health scores to evaluate contacts or companies based on defined attributes and behavioral data. Health scores assign numerical values to records based on selected property values and tracked event activities relevant to your business. 

By streamlining how customer data is measured, health scores provide a consistent framework for assessing customer health according to your business priorities. This helps your customer success team to identify risk, opportunities, and trends more effectively.

Create a health score

Before you set up your scoring criteria and points, you'll need to create a health score and select the segment of contacts or companies to apply it to.

Whether the score applies to Contacts or Companies will depend on the object you selected to represent your customer accounts when setting up the customer success workspace.

Please note: you can create up to 50 health scores. 

1. In your HubSpot account, click More, then navigate to Service > Customer Success. If More doesn't appear in your account, navigate to Service > Customer Success directly.
2. In the top right, click the settings Workspace settings icon.
3. Navigate to the Health scores tab. Then, click Create a health score.
4. To use pre-defined score groups, click Take me to setup in the top right. To set up your own score groups, click Start from scratch instead.
5. On the Companies or Contacts tab, click the dropdown menu to select up to five company or contact segments to apply the score to. You can also click Create new segment to create a new segment and return to the health score setup process afterwards.
6. If you make edits to the selected segments and exit the score builder without turning the score on, your changes will be saved as a draft.
   
   
   

When you turn on a health score, a contact or company property is automatically created with the same name as the score. For example, if you create a score named Upmarket health score and apply it to a segment of companies, a company property called Upmarket health score will be created. 

Set up score criteria and points

To qualify your contacts, companies, or custom objects using a health score, set up criteria to add or subtract points for each record. The criteria options available depend on the type of score you've created.

1. In your HubSpot account, click More, then navigate to Service > Customer Success. If More doesn't appear in your account, navigate to Service > Customer Success directly. 
2. In the top right, click the settings icon.
3. Click the Health scores tab. 
4. Create or edit an existing health score.
5. Click the Calculations tab. 
6. Several event and property groups will be pre-populated by default.
   You can select from the following pre-defined score groups:
   • 1:1 Engagement
   • 1:1 Call Engagement
   • Support Tickets
   • CSM Sentiment
   • NPS
7. Click Take me to setup or to create score groups from scratch, click Start from scratch instead.
8. Click + Add event group or + Add property group and follow the steps to set up score groups.
9. Each of your event and property groups will have its Max points listed on the right. You can enter a new max points amount for that group.
10. To edit an event group or property group, click the edit pencil icon next to its name and enter a new name. To clone or delete a group, click the vertical menu icon then select the associated option.

Set up score groups

After you have set up your score criteria and points, set up score groups. Health scores are built using event groups or property groups. Each group contains related criteria that add or subtract points when a record meets the defined conditions. A group can include either events or properties, but not both.

Within each group, you can:

• Define criteria that add points to reflect healthy engagement. For example, if Last activity date is less than 30 days ago, add 10 points.
• Define criteria that subtract points to indicate risk. For example, if Last activity date is less than 60 days ago, subtract 10 points.
• Set a maximum point limit for the group to prevent over-scoring.

Set up criteria based on events

1. In your HubSpot account, click More, then navigate to Service > Customer Success. If More doesn't appear in your account, navigate to Service > Customer Success directly.
2. Hover over an existing score and click Edit. Or, learn how to create a health score. 
3. Click the Calculations tab.
4. To add an event group:
   • Click + Add event group.
   • Select the event type (e.g., Meetings, Calls).
   • Click the Filter icon, then select an event property (e.g., Call ended).
   • Select an operator (e.g., is equal to any of).
   • Select or enter event property values based on the selected operator. Learn how to score multiple values individually or together.
   • To add an additional condition, click + Add condition. You can only add conditions for the same event type (e.g., Meetings, Calls). This option follow AND logic which means the score will update only if all criteria are met. For example, add 10 points if Call and meeting type is known and Call duration is greater than 15 minutes. 
   • Click Add timeframe, then select the timeframe within which to include events.
     
     
     
   • Click Add frequency, then specify the number of times an event should occur to be scored (e.g., viewing an email Between 1 and 3 times adds two points and 4 or more times adds five points). You can use the operators Exactly, Between, and At least to set frequency ranges. 
   • Select whether the rule will add or subtract points.
   • Enter the number of points that'll be added to or subtracted from the score by the event.
   • Click + Add event to add another new event of the same type (e.g., add another call event to the 1:1 Call Engagement event group).
   • Click the duplicate clone icon or delete delete icon above a set of events to clone or delete the set.
5. If you selected Associated [object], to customize how associated records will be aggregated into the score, click Association settings. In the dialog box:
   
   
   
   • To select records based on their association label, click the Any [record] dropdown menu, then select the label.
   • To select records based on other criteria, click + Add filter, then set your criteria.
   • To select how the associated record's points will be aggregated into the original record's score, click the Aggregation dropdown menu. Select an option:
     • Sum: includes the total points from each associated event that meets the criteria in the score.
     • Average: includes the total points from each associated event that meets the criteria, divided by the number of events that meet the criteria in the score.
     • Min: include the lowest value of the associated event that meets the criteria in the score.
     • Max: includes the highest value of the associated event that meets the criteria in the score.
6. If you've selected multiple event property values (e.g., Contact Us and Newsletter forms), you can choose to Score individually or Score together. Learn more about how these options affect the score for each type of criteria.
   
   • To score each option separately, click Score individually. Enter the number of points that'll be added to or subtracted from the score by the event.
     
     
     
   • Score together is the default behavior. If you were scoring individually, click Score together to revert back to the default. Enter a number of points that’ll be added to or subtracted from the score by the event for any of the options.
     
     
     
7. To set up score decay, which automatically reduces a score based on how long ago a scored event occurred, toggle the Decay scores switch on. Select the percentage to reduce the score by, and the period of time that must pass to reduce the score. Learn more about how score decay works.
8. To add another rule for the same event type (e.g., two rules for Meetings), click + Add event criteria, select the event, then set criteria and how the score will be impacted.
9. By default, a contact or company will be scored every time a selected event type occurs. To limit how many points the score can reach for that event, click Score every time, then select Limit to, and enter a number of points. For example, a contact may submit a form worth one point five separate times, but if you've limited the rule to two points, only the first two times will be counted.
10. To clone the rules for an event type (e.g.,. all rules for Meetings), click the duplicate clone icon. The cloned version will be automatically added to the bottom of the group.
11. To delete all rules for an event type (e.g., all rules for Meetings), click the delete delete icon.
12. To clone or delete an individual event rule (e.g., Meeting booked rule), click the verticalMenu three vertical dots icon next to the points, then select Clone or Delete.
13. To add other events to the group, click + Add more events, then select the type, event, and how the score will be impacted.

Set up criteria based on property values

1. In your HubSpot account, click More, then navigate to Service > Customer Success. If More doesn't appear in your account, navigate to Service > Customer Success directly.
2. Hover over an existing score and click Edit. Or, learn how to create a health score.
3. Click the Calculations tab.
4. To add a property rule:
   • Click + Add property group, then click + Add object and select a contact or company property or to choose a property for an associated record, click A ssociated [object]. Learn how to customize settings when scoring based on associations.
   • Select a property (e.g., State/Region).
   • Select an operator (e.g., is equal to any of).
   • Select values based on the selected operator. Learn how to score multiple values individually or together.
   • To add more criteria that must also be met for the same rule, click + Add condition. This option follows AND logic which means the score will update only if all criteria are met. For example, add 10 points if a company's State/Region is equal to any of Northeast and Number of employees is greater than 50.
   • Select whether the rule will add or subtract points.
   • Enter the number of points that'll be added to or subtracted from the score by the event.
5. If you selected Associated [object], to select which associated record to score and how the scores will be added, click Association settings. In the dialog box, customize the settings:
   
   • To select associated records based on their association label, click the Any [object] dropdown menu, then select the label.
   • To select records based on other criteria, click + Add filter, then set your criteria.
     To choose how the associated record's points will be aggregated into the original record's score, click the Aggregation dropdown menu. Select an option:
     
     • Sum: includes the total points from each associated record that meets the criteria in the score.
     • Average: includes the total points from each associated record that meets the criteria, divided by the number of records that meet the criteria in the score.
     • Min: include the lowest value of the associated record that meets the criteria in the score.
     • Max: includes the highest value of the associated record that meets the criteria in the score.
   • To apply the settings, click Confirm.
6. If you've selected multiple values for a property, (e.g., Time to Close SLA Ticket Status), you can choose to Score individually or Score together. Learn more about how these options affect the score for each type of criteria.

• • To score each option separately, click Score individually. Enter the number of points that'll be added to or subtracted from the score by each value.

• • Score together is the default behavior. If you were scoring individually, click Score together to revert back to the default. Enter the number of points that’ll be added to or subtracted from the score when any of the values are met.

6. To add other criteria from the selected object, click + Add property criteria or + Add list membership criteria.
7. To add properties from associated objects to the group, click + Add object, then select the object. These criteria will apply to the same group.
8. To clone the rules for a property section, click the duplicate clone icon. The cloned version will be automatically added to the bottom of the group.
9. To delete all rules for a property section, click the delete delete icon.
10. To clone or delete an individual property rule, click the verticalMenu three vertical dots icon, then select Clone or Delete.

Set up score labels and thresholds

Configure how scoring thresholds will map to associated labels for your team to action.

1. In your HubSpot account, click More, then navigate to Service > Customer Success. If More doesn't appear in your account, navigate to Service > Customer Success directly. 
2. Hover over an existing score and click Edit. Or, learn how to create a health score.
3. Click the Settings tab.
4. In the Health score threshold section, enter a threshold, color and score label.
5. To set up the properties where scores will be stored, in the Score properties section, edit the properties' labels, internal names, descriptions, and property groups.
6. Any edits you make to the score's settings will not be saved as a draft. If you're creating a new score, review your settings and turn on the score. Or, if you're editing an existing score, click Update in the top right.

Review and turn on the score

Once you're finished creating your score, to turn it on:

1. In your HubSpot account, click More, then navigate to Service > Customer Success. If More doesn't appear in your account, navigate to Service > Customer Success directly.. 
2. Hover over an existing score and click Edit. Or, learn how to create a health score.
3. To test records before turning on the score, in the upper right, click Test a [contact/company/custom object].
4. To view score distribution insights for multiple records, in the upper right, click Preview distribution.
5. Once you're done building the score, click Review and turn on.
6. Review the score's details, what will happen when the score is turned on, then click Turn on. If you exit the score builder without turning the score on, it will be saved as a draft you can revisit.
7. When you turn on the health score, the properties Health score and Health status will be automatically created in your account. If you've created multiple scores (Service Hub Enterprise only), each score will have its own associated properties. These properties will be updated based on your defined calculation criteria and scoring thresholds:

1. • Health score: the sum of points assigned to a contact or company based on your calculation criteria.
   • Health status: the score label associated with the contact's or company's score, based on your scoring threshold. For example, Satisfied, Neutral, Unhappy.

Use case: Identify at-risk customers early and trigger proactive outreach

The company Sprocket’s customer success team wants to spot warning signs before an account churns. Currently, they rely on CSMs to manually review ticket activity, sentiment, and engagement history. This can be time-consuming and leaves room for some companies being overlooked. To address this, the team creates a health score that combines negative support signals with positive relationship signals into one consistent view of customer health. Using health scores, teams can identify risks, opportunities, and trends based on their business priorities.

The team applies the score to a segment of existing customers, then configures score criteria using both event groups and property groups. They subtract points for unresolved or high-volume support tickets, low NPS feedback, or negative CSM sentiment, and add points for signals such as completed meetings or positive feedback. Because health scores support custom score groups, point thresholds, and labels, the team can define what qualifies as healthy, neutral, or at-risk for their own customer portfolio.

Once the score is turned on, HubSpot automatically creates the related Health score and Health status properties and updates them based on the calculation criteria and thresholds the team defined. The customer success team can then use those properties to identify accounts that need immediate attention and prioritize outreach before issues escalate.

Example configuration

Create a health score and apply it to a customer segment

Sprocket wants to monitor a defined group of existing customer companies rather than score every record in the account. The customer success team creates a company-based health score and selects the customer segments that represent the accounts they want to track. This lets the team focus the score on the portfolio they actively manage.

Configure risk and health signals

Next, the team moves to the Calculations tab and builds the score using a mix of event groups and property groups. They start with pre-defined groups such as 1:1 Engagement, Supported Tickets, CSM Sentiment, and NPS, so the score reflects both support activity and relationship health.

For risk signals, Sprocket subtracts points when a customer has unresolved support issues, low NPS feedback, or negative sentiment. For positive signals, they add points for completed meetings or other healthy engagement signals. They also set maximum point limits for each group so one category does not outweigh the full score.

Define score labels

Once the scoring model is in place, Sprocket defines thresholds and labels that make the results easy for CSMs to act on, such as Healthy, Neutral, and At-risk.

Review and turn on the score

Before publishing, the team tests the score and previews the distribution across records. When they turn the score on, and records meet the criteria, the Health score and Health status properties are updated automatically.

Result

The team now has a repeatable way to monitor customer health across its book of business. Instead of reacting only when a customer raises a major issue, CSMs can quickly identify accounts whose score has dropped, investigate the recent score changes, and take action earlier. This creates a more consistent health framework for the team and makes it easier to surface both retention risks and expansion opportunities.