Build combined engagement and fit scores

To evaluate contacts and companies based on both their property values and actions, create a combined score. In a combined score, you can set property criteria to evaluate a contact's fit and event criteria to determine their level of engagement. Combined scores will populate three properties for each record, showing their fit score, engagement score, and total score for the combined criteria. 

If you want to score records based only on property values, learn how to create a fit score. If you want to create a score based only on actions, learn how to create an engagement score.

Learn more about the lead scoring tool and how scores are calculated.

Create a combined score

• In your HubSpot account, navigate to Marketing > Lead Scoring.
• Click Create score.
• To create a contact-based score, click Contacts, then select Contact combined score. To create a company-based score, click Companies, then select Company combined score.
• Click Create score to continue.
• At the top of the editor, enter a name for the score.

Set up score criteria and points

• To customize the maximum score (Marketing Hub Enterprise only), click the Score limit dropdown menu and select a maximum, with options ranging from 100 to 500 points in intervals of 100.

• To start building the score, click + Add event group or + Add property group.
  • In an event group, you'll add event rules that will determine the score. You can combine related events in a group and set a limit to the points those events can add to the score.
  • In a property group, you'll add property rules that will determine the score.
• To set a name for the group, click the edit edit icon, then enter a name.
• To set a maximum number of points for the group, enter a number. The default maximum for each score is 100 points, but if your account has a Marketing Hub Enterprise subscription, you can set a custom maximum up to 500 points.
• If you've added an event group, add event rules for the group.
• If you've added a property group, add property rules for the group.
• To add another group, below the existing group, click + Add event group or + Add property group, then set up the rules for that group. This group's criteria will be separate from the first group and have its own group limit, but will contribute to the total score.
• To clone or delete a group, click the vertical menu in the top right, then select Clone group or Delete group.

Choose which records are scored

• Navigate to the [Companies/Contacts] tab. To decide which companies or contacts receive scores, select an option:
  • Score all [companies/contacts]: all of your companies/contacts will receive scores. To exclude certain contacts/companies, click the dropdown menu and select lists with the records you don't want scored.
  • Score specific [companies/contacts]: score companies/contacts only if they're members of certain lists. Click the dropdown menu and select the lists containing the companies/contacts you want to be scored.

Set up the score properties and thresholds

• To set up the score settings, navigate to the Settings tab.
• To set up the properties where scores will be stored, in the Score value section, edit the properties' labels, internal names, descriptions, and property groups. For combined scores, there are three score properties which will show the following values:
  • Total score value: the total value for the engagement and fit points combined.
  • Fit score value: the value of the score's fit points.
  • Engagement score value: the value of the score's engagement points.

• To set color-coded score categories, click Score thresholds in the left sidebar menu. An additional property will be created that labels a contact's score from A (high-fit) to C (low-fit) and 1 (high engagement) to 3 (low engagement) based on the thresholds you set. For example, a low-fit but highly engaged contact would have a value of C1.
  • Edit the property's label, internal name, description, and property group.
  • Set the threshold values that decide the color and label a company or contact will have based on their score. For combined scores, you set values for the fit criteria and values for the engagement criteria.

Review and turn on

• Once you're done building the score, click Review and turn on.
• 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.

Once the score is turned on, the score for each contact or company will appear in the corresponding score properties. Learn how to view a record's score history.

Manage existing combined scores

Once you've drafted or turned on scores, you can edit or delete them from the lead scoring home page. 

• In your HubSpot account, navigate to Marketing > Lead Scoring.
• In the table, view each score's name, status, associated score property, when it was created or updated, and which user created or updated it.
• To search for a score, enter the name in the search bar.
• To filter your scores by when their name or when they were created or last updated, click Advanced filters, then set up your filter criteria.
• To view more information about a score's property, click the name of the property. You can view the basic property information and see where the property is used.
• To edit a score, click the name of the score. Update the score criteria, inclusion/exclusion lists, or settings, then click Review and update if the score is already turned on, or Review and turn on if it's a draft.

• To turn off a score, click the name of the score, then click Turn off. In the dialog box, click Turn off to confirm. Each contact or company's last known value for the score will remain for the associated score property. 
• To delete a score, hover over the score, then click Actions > Delete. In the dialog box:
  • To delete the associated score property, select the Also delete score property checkbox.
  • Click Delete score to confirm.