Each source has their own lead scoring criteria because different businesses value leads in different ways. Some may put high value on booked appointments while others put the most value on positive engagement or website views.

Lead score is unlocked on the paid version of analytics.

You can modify lead score rules by navigating to Sources > Analytics > Lead Score.

You have the ability to set up point rules for native tools and custom tools used, site visits and more. When you add a scoring rule, CloseBot automatically displays options based on whether this source is usining the Sales Pixel and based on which job flow(s) it is connected to.

Lead score is displayed on contact cards. Use this as a quick way to determine a lead's quality. You can also see the history of score attribution by clicking events.

Notice scores can be negative. In the screenshot below you see there was a point decremented from the lead when they gave a negative reply per our lead scoring rules (-1 point if lead replies with a message where sentiment is less than 40).

Use lead scoring as a way to A/B test personas, optimizing for the outcomes that are most important to the individual sources or to visualize lead quality over time within the dashboards.