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Rules award points. Every rule belongs to a group, and each group belongs to either fit or engagement. Rules can add or subtract points. For example, add 20 points for decision makers, or subtract 30 points for competitors.

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Groups

Groups organize related rules, like “Job title” or “Website activity”. A group’s rules add up independently: a contact doesn’t need to match every rule to get points from one. Each group can have an optional Min and Max to limit how many points it contributes in total. For example, a “Website activity” group with a max of 30 never adds more than 30 points, however active a contact is. You can rename, disable, or delete a group from its menu. Disabled groups and rules contribute nothing.

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Fit rules

A fit rule awards points when a contact matches its conditions. Conditions use the same filter builder as audiences, and can check:
  • Contact fields
  • Audience membership
  • Company fields, including the company’s opportunities
  • Related custom object records
Fit rules check the contact’s current data. If a contact stops matching, they lose the points. If they match again, they get them back.
Missing data doesn’t subtract points on its own. To score missing data, add a condition like “is unknown”.

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Engagement rules

An engagement rule awards points for an activity. Choose an activity type, then add optional filters to narrow which activities count.
Opens and clicks from bots or automated scanners don’t score. Read more about bot detection.

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Scoring method

Choose how matching activities turn into points:

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Timing and decay

By default, every matching activity counts, however old it is. Add Timing to limit which activities count: Dates use the timezone shown on the rule. For Every occurrence and Once per contact, turn on Reduce points as activity ages to fade points over time:
  • With Recent activity, points fade gradually to zero over the window.
  • With specific dates, choose Gradually reduce to zero or Full points, then expire, and how many days that takes.
The example under each engagement rule shows how its points add up for a sample contact.

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Checking your rules

The ring next to each rule and group shows how many contacts in the score it currently matches. Hover it for the count. A rule that matches no contacts, or nearly all of them, is highlighted, since it usually means a condition needs another look.