> ## Documentation Index
> Fetch the complete documentation index at: https://docs.conversion.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Scoring Rules

> Award or subtract points with fit rules and engagement activity rules.

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.

***

## 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.

***

## Fit rules

A fit rule awards points when a contact matches its conditions. Conditions use the same [filter builder](/product-docs/unified-query-engine/overview) 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.

<Note>
  Missing data doesn't subtract points on its own. To score missing data, add a condition like "is unknown".
</Note>

***

## Engagement rules

An engagement rule awards points for an activity. Choose an **activity type**, then add optional filters to narrow which activities count.

| Activity type                    | Filters                                                                          |
| -------------------------------- | -------------------------------------------------------------------------------- |
| **Form submission**              | Form, page URL, submitted fields                                                 |
| **Page visit**                   | Page URL, UTM parameters, referrer, traffic source                               |
| **Email open** / **Email click** | Email                                                                            |
| **Custom event**                 | Event name (required), event data                                                |
| **Added to campaign**            | Campaign or campaign type (required), status                                     |
| **Campaign status changed**      | Campaign or campaign type (required), old and new status, campaign member fields |

<Note>
  Opens and clicks from bots or automated scanners don't score. Read more about [bot detection](/product-docs/emails/bot-detection).
</Note>

### Scoring method

Choose how matching activities turn into points:

| Method                    | Description                                                                                                        |
| ------------------------- | ------------------------------------------------------------------------------------------------------------------ |
| **Every occurrence**      | Each matching activity adds points. Set an optional maximum contribution to cap the total.                         |
| **Once per contact**      | Points are added once, based on the most recent matching activity.                                                 |
| **When frequency is met** | Points are added once while the number of matching activities is at least, exactly, or between the counts you set. |

### Timing and decay

By default, every matching activity counts, however old it is. Add **Timing** to limit which activities count:

| Timeframe           | Description                                                                           |
| ------------------- | ------------------------------------------------------------------------------------- |
| **Recent activity** | Only activity from the last number of days you choose. Older activity stops counting. |
| **Before a date**   | Only activity before the selected day.                                                |
| **After a date**    | Only activity after the selected day.                                                 |
| **Between dates**   | Only activity from the start day through the end day.                                 |

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.

<Tip>
  The example under each engagement rule shows how its points add up for a sample contact.
</Tip>

***

## 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.