Use AI insights to score records based on high-impact events

In the lead scoring tool, use AI-powered insights to set scoring criteria based on your account's event conversion data. The insights show events with conversion rates and confidence levels so you can create effective scoring rules based on your highest-impact events.

For example, companies often move to the Customer stage after an associated contact visits the Sales Demo page. Create a rule that adds points when a company's associated contacts visit that page. This signals to the sales team that the company is likely to become a customer and is a lead worth engaging.

Before you get started

Key terms

The following are terms used when reviewing the high-impact event rule recommendations:

• AI Rules: rule recommendations for events that most often lead to a goal stage conversion. Rules are based on the last 90 days of activity, showing events up to 14 days prior to goal stage conversion.
• Goal stage: the lifecycle stages and deal stages toward which you want to track conversions. For example, Lead tracks which companies moved to Lead following an event occurrence.
• Conversion rate: the percentage of contacts or companies that performed the event and then converted to the selected goal stage.
• Confidence level: how reliable the signal is, based on an event's conversion rate and sample size.

Tracked events

The following events are tracked to create rule suggestions:

• Form submission
• Page visited
• Opened email
• Workflow enrolled
• Clicked link in email
• Updated email subscription status
• CTA click
• Marketing Event Attended
• Marketing Event Registered
• Bounced email
• Media Played
• Email Delivered

Set lead scoring criteria for high-impact events

To set up scoring criteria for high-impact web pages:

1. In your HubSpot account, click More, then navigate to Marketing > Lead Scoring. If More doesn't appear in your account, navigate to Marketing > Lead Scoring directly.
2. Create a new engagement or combined score, or edit an existing engagement or combined score.
3. For a new score, click Discover AI rules. If you're editing an existing score, click Discover rules in the top right. In the right panel, review and filter high-impact events.
4. Select whether insights rank activity for contacts or companies.
5. All goal stages are shown by default. To filter by specific stages, select the Goal stages. This filters insights by the lifecycle or pipeline stage you want to optimize conversions toward. For example, select Lead to track which companies moved to Lead following event conversions.
6. All events are shown by default. To view a specific type of event (e.g., Opened email), click Criteria types, then select the event.
7. To filter the view to only show specific confidence levels, select High, Medium, or Low above the table.
   
8. Events are automatically sorted from High to Low confidence, and within each level, are ranked by number converted. To change the sort, click a column header to sort by that property.
9. To search for a specific event, use the search bar. For example, search the URL of a page or the name of a marketing email.
10. Each rule includes a points recommendation based on the signal's confidence, sample size, and your existing scoring scale. For example, add 10 points to the score for an event with a High confidence level. To edit the suggested points, enter a new value in the Suggested points field. This will update the points for all other rules based on that event.
11. To add recommended rules, select the checkboxes of the rules, then click Add to score. Each selected rule is scored individually when added. 
    
    
    
12. The rules will automatically be added to your scoring criteria. To customize a rule, click the rule and edit the filters and options. 
    
    
    
13. Finish setting up or editing the score, then click Review and turn on for a new score, or Review and update for an existing score.

Learn more about the lead scoring tool and how to set up scores based on other events or property values.