To prioritize the contacts and companies in your CRM, you can build custom lead scores based on contact or company actions or properties. By assigning scores to leads, you can determine which contacts or companies are likely to become customers. Lead scores evaluate records based on criteria and assign values to corresponding properties. Score properties can also be used in HubSpot tools like lists, workflows, and reports.
This article explains how scores are calculated, how to customize and analyze them, and what kinds of scores you can create.
Please note: on August 31, 2025, score properties will be sunset and replaced by new scoring tools.
- Starting on May 1, 2025, you cannot create new score properties.
- Starting on July 1, 2025, you cannot edit existing score properties.
- Starting on August 31, 2025, existing score properties will stop updating.
- You can use the lead scoring tool to build scores based on engagement and fit criteria (Marketing Hub Professional or Enterprise).
- You can use health scores to analyze customers in the customer success workspace (Service Hub Professional or Enterprise).
- Learn more about how to migrate your score properties and view demo videos on the HubSpot community.
Types of scores
You can create the following types of lead scores for contacts and companies:
- Engagement scores: Identify records based on their actions and interactions, including visits to your website, newsletter subscriptions, clicks on CTAs, or opening marketing emails. An engagement score evaluates the actions taken by a contact. For companies, engagement scores evaluate a company's associated contacts' actions. Learn how to create an engagement score.
- Fit scores: Based on property values, such as age, job title, company size, or annual revenue, identify records based on demographic information. Learn how to create a fit score.
- Combined scores (Marketing Hub Enterprise only): qualify records based on engagement criteria and fit criteria. In addition to individual engagement and fit scores, these scores populate a combined score value incorporating both actions and demographics. Learn how to create a combined score.
How scores are calculated
You can set criteria for event and property rules in score groups to determine scores. Scores must have at least one group, but you can include multiple groups that add up to the total. It is possible to set a limit for the maximum total score, as well as a limit for maximum scores for each group of criteria or events. For example, you could limit points for a group of awareness events, such as page visits, and allow more points for a group of conversion events, such as sales form submissions and meetings.
To better understand the different score limits and values:
- Score limit: the maximum number of points for the overall score. There will be no more points added to a record once it reaches the limit. A record's overall score is what appears as the value in the score property.
- Group limit: the maximum number of points for a specific group. As soon as a record reaches the group limit, no more points will be added to their score. The overall score limit is added to all group limits. A record's values for each group add up to their overall score. The group limit can be a whole number or include decimals.
- Criteria points: the points assigned to each individual property or event rule. Points can either be added to or subtracted from the score. A group's total criteria points can be below or equal to its limit. Record values for each rule contribute to the group score, which then contributes to the total score. The criteria points can be a whole number or include decimals.
For example, in the following contact engagement score:
- The overall score limit is 100.
- The Engagement with sales group limit is 60 points. The score values are 15 points for a started call, 10 points for a booked meeting, and 20 points for a completed meeting.
- The Engagement with marketing group limit is 40 points. The score values are 6 points for a CTA click, 2 points for a marketing email open, and 5 points for a marketing email link click.
- If a contact books a meeting, opens two marketing emails, and clicks three links in the emails:
- Their Engagement with sales group score is 10 points.
- Their Engagement with marketing group score is 19 points.
- Their overall score (shown in the score property) is 29 points.
Positive and negative points
For each rule, you can choose to add or subtract points. For example:
- Despite high engagement with your marketing content, a contact recently unsubscribed from your newsletter. Points can be added for marketing engagements, but points can be deducted for unsubscribes.
- A company has a strong fit score based on size and industry, but they’re located in a region where your company doesn’t operate. You can add points for good fit industry and size, but subtract points for a non-operating region.
Score decay
For engagement or combined score event groups, you can turn on score decay, which automatically reduces an individual event's score based on how long ago a scored event occurred. Each event's score decay follows linear logic, and decayed scores total the overall score value.
As an example, a rule gives 10 points when a certain form is filled out. A decay of 50% every month would mean that, a month after the form was filled out, the 10 points from that event would be cut in half, and it would contribute 5 points. The decay is based on the original event score value (i.e. 10 points). In this example, another month later, the form submission contributes 0 points to the score.
Score decay also applies to historical data. For example, if a rule adds 2 points for a CTA click with 100% decay in 3 months, if the CTA click happened 4 months ago, the contact won't get 2 points.
AI Scores (Marketing Hub Enterprise only)
Using AI, you can create engagement and fit scores for contacts. Your contacts are evaluated to train an AI model, and a score is built with recommendations based on the evaluated contacts. A minimum sample size of 50 contacts, containing 25 converted and 25 non-converted, is required to generate a score.
For example, if you set Start: Marketing Qualified Lead, End: Sales Qualified Lead, Timeframe: 30 days, the AI will identify commonalities among contacts who transitioned from Marketing Qualified Lead to Sales Qualified Lead in the past 30 days and generate a score with criteria based on the insights.
Score inclusion and exclusion lists
When you create a score, you can select which records should or should not be scored. When setting up a score, on the Contacts or Companies tab:
- If you select to score all contacts/companies, you can add exclusion lists to score all records except those in the selected lists.
- If you select to score specific contacts/companies, you can add inclusion lists to score only the records on the selected lists.
Learn more about selecting which records to score in engagement scores, fit scores, or combined scores.
Score properties
When you build a score, a corresponding score property is created that stores the contact and company values for that score. As soon as a score is enabled, the contacts and companies will be evaluated retroactively and the score property value will be set. The property will update continuously when a contact or company meets any of the score criteria.
During the score set up, you can customize the name of the property and how it's organized in your contact and company property groups. For combined scores (Enterprise only), three properties are created: A total score that stores engagement and fit points together, an engagement score that stores only engagement points, and a fit score that stores only fit points.
For example, your business sells two different services, with different engagement criteria to help decide whether a contact is a good lead. You may want to create separate engagement scores for each. In this case, you'd have two separate properties that you can use track the scores on records or in filters of views, lists, workflows, or reports.
Score thresholds
For each score, you can set up score thresholds to categorize records based on their score values. For each score range, a threshold property with color-coded labels is created so that you can quickly identify good leads.
- For engagement and fit scores, the labels are High, Medium, and Low. For example you can set 70-100 as High, 40-69 as Medium, and 0-39 as Low.
- For combined scores, the labels are A1, A2, A3, B1, B2, B3, C1, C2, and C3. The letters refer to the fit score values where A is high-fit and C is low-fit. A score of 1 indicates a high level of engagement, while a score of 3 indicates a low level of engagement. For example, a low-fit but highly engaged contact would have a value of C1.
What happens when a score is turned on or updated
Turning on a score
Scores are first assigned retroactively based on contacts and companies' current and historical property values or actions. Moving forward, contacts' and companies' values for the score property will be continuously updated based on changes to their property values and actions.
Test records before turning on a score or preview the score distribution to make sure it assigns points correctly.
Updating a score
After you update a score, all contact and company property values and actions are re-evaluated based on the changes you've made to the score.
If you're using the score in other tools (e.g., views, lists, workflows, reports, etc.) they may be impacted if the changes you've made affect the criteria set in these tools. To verify and update where the score property is used:
- In your HubSpot account, navigate to Marketing > Lead Scoring.
- In the row of the score, click the number in the Properties column.
- Click the name of the score or threshold property for which you want to view usage.
- In the property editor, navigate to the Used In tab.
- If needed, click the tool to edit or remove how the property is used.
Use lead scores in HubSpot tools
As soon as you've enabled scores, you can use the score properties in other tools to identify, segment, and report on your leads. You might, for instance:
- Create a saved view or list of all contacts with a High score according to your score thresholds.
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Create a workflow to automatically assign an owner to unworked contacts with a score over 50.
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Create a workflow to send a notification to the record owner when a company's score goes above 75.
- Create a custom report to compare lead scores of contacts by the channel they first interacted with your business.
Score history and performance
For instructions on how to build each type of score, refer to these articles: