Build engagement scores to qualify contacts and companies

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 egagement 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.
  • Select the event type (e.g., Meetings).
  • Select the event (e.g., Meeting outcome changed or Meeting booked).
  • To add filters for the event, click Filter event, then set criteria for the event (i.e. Call started where Call direction is any of Inbound). If you've selected multiple criteria, to score each option separately, click Score individually. This means the score can be updated for each option rather than once for any of them. For example, submissions to multiple forms where each form is worth a different amount of points.
  • 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 selected Score individually, select an operator and enter a number for each option.

• To add another rule for the same event type (e.g., two rules for Meetings), click + Add event, 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

• 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.