Build engagement scores to qualify contacts and companies

Last updated: March 24, 2025

Available with any of the following subscriptions, except where noted:

Marketing Hub Professional , Enterprise

To evaluate contacts and companies based on events, create an engagement score. For contact scores, individual contacts are evaluated for their engagement. For company scores, the company's associated contacts' engagement is evaluated to produce the score. You can create contact and company engagement scores manually or if your account has a Marketing Hub Enterprise subscription, create contact engagement scores using AI.

If you want to score records based on property values, learn how to create a fit score. If you want to create a score based on both events and property values, learn how to create a combined score (Enterprise only).

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

Manually create a contact or company engagement score

To create an engagement score:

In your HubSpot account, navigate to Marketing > Lead Scoring.
Click Create score.
To create a contact-based score, click Contacts, then select Contact engagement score. To create a company-based score, click Companies, then select Company engagement 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. 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.
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.
To set up score decay, toggle the Decay scores switch on. With decay turned on, scores will be reduced automatically based on how long ago a scored event occurred. 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.

To add an event rule:
- Click + Add event criteria.
- Select the event type (e.g., Meetings). For company scores, events are pulled from associated contacts. Learn how to customize settings for scoring based on associations.
- Click Filter event, then select an event property (e.g., Meeting outcome change or Meeting booked).
- Click Add timeframe, then select the timeframe within which to include events.

- 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.
- 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.
If you're building a company score, to select which associated contact to score and how the scores will be added, click Association settings. In the dialog box, customize the settings:

- To select associated contacts based on their association label, click the Any contact 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 contact points will be aggregated into the company record's score, click the Aggregation dropdown menu. Select an option:
  - Sum: includes the total points from each associated contact that meets the criteria in the score.
  - Average: includes the total points from each associated contact that meets the criteria, divided by the number of contacts that meet the criteria in the score.
  - Min: include the lowest value of the associated contact that meets the criteria in the score.
  - Max: includes the highest value of the associated contact that meets the criteria in the score.
- To apply the settings, click Confirm.

If you've selected multiple event property values (e.g., Contact Us and Newsletter forms), you can choose to Score individually or Score together.
- To score each option separately, click Score individually. This means the score will be updated for each option met, rather than once for any options met. Enter the number of points that'll be added to or subtracted from the score by the event. For example, you want to score based on submissions to your Contact Us form, worth 5 points, and Newsletter form, worth 2 points. If the Contact Us form was submitted, the score will add 5 points. If both the Contact Us and Newsletter forms were submitted, the score will add 7 total points because the submission events are scored individually, then added together.

- Score together is the default behavior. If you previously clicked Score individually, click Score together to revert back to the default. This means the score will be updated once when any of the values are met. Enter a number of points that’ll be added to or subtracted from the score by the event for any of the options. For example, you want to add 5 points if any of the Contact Us or Newsletter forms are submitted. If the Contact Us form was submitted, the score will add 5 points. If both the Contact Us and Newsletter forms were submitted, the score will still only add 5 points because the score updates only once when any of the selected forms are submitted.

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.
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 2 points, only the first two times will be counted.
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.
To delete all rules for an event type (e.g., all rules for Meetings), click the delete delete icon.
To clone or delete an individual event rule (e.g., Meeting booked rule), click the vertical menu next to the points, then select Clone or Delete.

To add other events to the group, click + Add more events, then select the type, event, and how the score will be impacted.
To add another event group, at the bottom, click + Add event group, then set up the event 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 an event 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 property and thresholds

To set up the score settings, navigate to the Settings tab.
To set up the property where scores will be stored, in the Score value section, edit the property's label, internal name, description, and property group.
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 as High, Medium, or Low based on the thresholds you set.
- 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.

Review and turn on

To test records before turning on the score, click Actions > Test a [contact/company].
To view score distribution insights for multiple records, click Actions > Preview distribution.
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 property. Learn how to view a record's score history.

Create a contact engagement score with AI (Enterprise only)

If your account has a Marketing Hub Enterprise subscription, you can also create contact engagement scores with AI. When you create an AI score, your contacts are evaluated to train the AI model and a score is built with recommendations based on the evaluated contacts.

To create a score with AI:

In your HubSpot account, navigate to Marketing > Lead Scoring.
Click Create score with AI.
Select Contact engagement score, then click Next.
Enter a name for the score.
Select the change in lifecycle stages that decides which contacts are evaluated (e.g., Subscriber to Sales Qualified Lead).
Select a timeframe within which to evaluate contacts (e.g., select 90 days to evaluate contacts that moved from Subscriber to Sales Qualified Lead in the past 90 days).

In the top right, click Create score.
In the dialog box, click OK to confirm. You'll be brought to the score editor. Contact evaluation can take up to one hour, but you can exit the editor and monitor progress on the AI Evaluation column of the lead scoring home page.

Once evaluation is complete, click the name of the score to view and edit its details.
Edit the score criteria and settings, then click Review and turn on.

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

Manage existing engagement 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.

Reset an engagement score

If a contact or company has been disqualified, you may want to reset their score. In this case, you can use a workflow to automatically reset an engagement score to zero based on certain triggers.

In your HubSpot account, navigate to Automations > Workflows.
Create a contact-based or company-based workflow.
Click Set up triggers, then select the enrollment triggers that'll decide when a contact or company's engagement score is reset. For example, any contact with an internal email address or with an associated deal moved to a closed lost stage.
Click the + plus icon to add an action.
In the left panel, click CRM, then select Reset marketing lead engagement score.
Select the score you want to reset, then click Save.

Finish creating your workflow and turn it on.

Once turned on, the selected engagement score will be reset when contacts or companies are enrolled in the workflow.

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