A lead scoring rule encapsulates an interaction, or activity, that a visitor completes on your site. Interactions represent different steps of the customer journey and may span across different channels that characterize the visitor’s experience on your website. This experience may include what content the visitor sees, clicks on, downloads, searches for, and so on.
By defining a rule, you specify the interaction, the object, and the points visitors score if they complete the interaction.
NOTE: The object of the lead scoring rule is case-insensitive.
NOTE: You can choose whether visitors score points just once or every time they complete the interaction. Additionally, you can choose to use negative points to model visitor behavior, which diminishes their relevance to a particular scoring type. For more information, see Lead scoring rules.
For example, a condition may be the following:
In the rule above, to score points, a visitor needs to visit a site whose address starts with the specific fragment indicated.
NOTE: You can just start typing and the system will autocomplete the URL address or fragment.
When defining the lead scoring rules, you can choose from multiple conditions. For more information, see Define condition dialog.
Visitors matching one or more of these rules accumulate scores towards the respective scoring type.
Rules are not bound to one scoring type and can be scored against any type with different values (anything different from zero is considered), depending on your requirements.
To understand how changing rules affects Lead scorings calculations, see Retroactive scoring calculation rules.
If you do not specify threshold, the system assumes a threshold of 1.
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