Contact Scoring: Difference between revisions

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== Introduction ==
== Introduction ==
'''Contact Scoring''' is a feature within ActiveCampaign that allows users to create a numerical value assigned to contacts based on specific criteria. This scoring system is essential for evaluating and prioritizing leads, ensuring that your sales team focuses on the highest quality opportunities. With no maximum limit on score values, businesses can tailor their scoring processes to best fit their unique needs.  
Contact scoring in ActiveCampaign is a powerful feature that enables users to evaluate and prioritize the quality of their leads. By assigning numerical values to contacts based on their interactions and characteristics, businesses can identify high-potential leads that are most likely to convert. This strategic insight can greatly enhance your marketing and sales processes, ensuring that your team concentrates efforts where they matter most.


Contact scoring becomes crucial as it helps businesses identify engagement levels, tailor marketing strategies, and optimize conversion rates. By effectively managing and understanding contact scores, teams can enhance their sales processes and increase overall efficiency.
A contact score is derived from one or more rules that award or deduct points from contacts when certain conditions are met. For example, a contact might earn 10 points for signing up for a newsletter and another 10 points for purchasing a product, resulting in a total score that reflects their engagement level. Understanding and implementing contact scoring can provide a clearer understanding of customer behavior and readiness to purchase.


== How to Access This Feature ==
== How to Access This Feature ==
To access the Contact Scoring feature in ActiveCampaign, follow these steps:
To begin using contact scoring, navigate to the '''Contacts''' section on the left menu of your ActiveCampaign dashboard. From there, select the '''Scoring''' option. This will take you to the relevant page where you can manage your contact scores and set up rules.


1. Log in to your ActiveCampaign account.
== Step-by-Step Instructions ==
2. From the left menu, click on '''Contacts'''.
Creating and adjusting contact scores involves the following steps:
3. In the dropdown, select '''Scoring'''.
 
This will take you to the main scoring page, where you can create and manage your contact scores.
 
== Step-by-step Instructions ==


=== Creating a Contact Score ===
=== Creating a Contact Score ===
To create a contact score, follow these detailed instructions:
1. Click '''Contacts''' on the left menu, then select '''Scoring'''.
 
1. Click on '''Contacts''' > '''Scoring''' on the left menu.
2. Click the '''Add New Score''' button.
2. Click the '''Add New Score''' button.
3. In the modal window that appears, select the '''Contact score''' option.
3. In the modal window, choose the '''Contact score''' option.
4. Provide a descriptive name for your score in the designated field and enter a brief description.
4. Enter a descriptive name for your score and describe its purpose in the provided fields.
5. Click the '''Add New Rule''' link to create a scoring rule.
5. Click the '''Add New Rule''' link to create a scoring rule.
6. The '''segment builder''' will open. Click the left-most field to access a dropdown of categories to create conditions for distributing points (e.g., award 10 points if a contact clicks on a link in any campaign).
6. The segment builder will open; select conditions for awarding points. For instance, clicking the left-most field allows you to define criteria such as earning 10 points for clicking any link in a campaign.
7. Add more conditions if necessary by clicking '''Add another condition'''.
7. After setting conditions, click '''Save'''.
8. Once all conditions are set, click the '''Save''' button.
8. Modify points to be distributed by clicking on "Add 10 points".
9. You’ll see a line stating "Add 10 points", click this to modify the point distribution.
9. If you wish to set an expiration for the score, click on the line of text that says '''Never''' to set the period after which points will expire.
10. To configure an expiration for the points, click the line that says "Never." Setting points to expire is particularly useful for engagement scores to ensure they remain relevant.
10. Finally, click the '''Active''' button to activate your score.
11. When all rules and configurations are set, click the '''Active''' button to activate your score.


=== Adjusting Repeating Point Values (Dynamic Scoring) ===
=== Adjusting Dynamic Scores ===
To create a dynamic contact score allowing continuous point adjustments, follow these steps:
1. Navigate to '''Automations''' on the left menu.
 
1. Click on '''Automations''' in the left menu.
2. Click '''New Automation'''.
2. Click '''New Automation'''.
3. Choose '''Start from scratch'''.
3. Select '''Start from scratch'''.
4. Add a start trigger relevant to your desired behavior.
4. Add a start trigger: choose the appropriate trigger to adjust the score.
5. Set the "Runs" option of the trigger to '''Multiple Times''', ensuring points are distributed whenever the conditions are met.
5. Ensure the "Runs" setting is changed to '''Multiple Times''' so points can be frequently adjusted.
6. Click '''Save'''.
6. Click '''Save'''.
7. In the action modal, select '''Adjust score''' from the '''Contacts''' section.
7. In the action modal, add a score adjustment by selecting '''Contacts''' and then '''Adjust score'''.
8. Choose the specific score to adjust and define the point impact (add, reduce, or set to a specific value).
8. Specify whether to add, reduce, or set a specific value for the score, and enter the number of points.
9. Utilize the '''Expires''' setting to indicate when points should drop off.
9. Use the '''Expires''' option to define when the points should drop off if necessary.
10. Name your automation and click '''Active''' to turn it on.
10. Name your automation and activate it.
 
=== Beginning Automations Based on Scores ===
1. From the Automations overview page, click '''New Automation'''.
2. Choose the '''Start from Scratch''' option, then click '''Continue'''.
3. Select the '''Score Changes''' trigger to initiate automations based on score thresholds.


=== Examples of Automation Triggers for Score Adjustments ===
- '''Unsubscribes''' trigger to remove points when a contact unsubscribes.
- '''Open/reads an email''' for points each time an email campaign is opened.
- '''Web page is visited''' to distribute points for individual web pages accessed.
- '''Field changes''' to add points based on specific selections during form submissions.
 
== Configuration Options and Settings ==
== Configuration Options and Settings ==
In the Contact Scoring feature, users can configure several aspects while creating and managing scores:
When configuring contact scores, you'll encounter several options:
 
* **Score Name**: A descriptive title for the score.
* **Score Description**: Details about what the score reflects.
* **Rules**: Conditions that define how points are awarded or deducted.
* **Points Expiration**: Found under the setting labeled '''Never'''—it governs whether and when points will expire.
* **Active Status**: A toggle to activate your score for use in dynamic scoring.


- **Static Scoring**: Awards points once per contact based on rules set.
Understanding these options is crucial for creating effective scoring models tailored to your business needs.
- **Dynamic Scoring**: Allows points to be adjusted iteratively through automations.
- **Expiration Setting**: Defines if and when points should expire to maintain relevant scoring.
- **Custom Rules**: Utilizes the '''segment builder''' for highly tailored scoring conditions.
 
These options enhance the overall utility of contact scoring, making it a flexible tool for effective lead management.


== Best Practices and Tips ==
== Best Practices and Tips ==
- Regularly revisit and refine scoring criteria to adapt to evolving market conditions and customer behaviors.
To optimize the use of contact scoring, consider these best practices:
- Use scoring in tandem with automations to ensure timely follow-ups and nurture leads effectively.
 
- Monitor scores over time for predictive modeling, helping forecast potential revenue based on lead quality.
* **Use Clear Criteria**: Define scoring rules that are straightforward and directly tied to key behaviors indicating engagement and interest.
- Utilize engagement scores to guide marketing actions, ensuring efforts are directed towards contacts likely to convert.
* **Monitor Regularly**: Keep an eye on your contact scores and adjust criteria as necessary to reflect changes in customer behavior or market conditions.
* **Leverage Automations**: Integrate scoring with automations that trigger based on score thresholds to streamline follow-up efforts and enhance engagement.
* **Utilize Expiration Wisely**: Set expiration on points to ensure that scores reflect current engagement levels; old scores may mislead your assessment of contact interest.
* **Conduct Regular Assessments**: Periodically review the effectiveness of your scoring system to ensure it aligns with your marketing and sales goals.


== Common Use Cases with Examples ==
== Common Use Cases with Examples ==
- **Lead Prioritization**: Focus on contacts scoring above a certain threshold, ensuring the sales team concentrates on high-quality leads.
Contact scoring can be applied in various scenarios, including:
- **Engagement Tracking**: Use scores to identify unengaged contacts and introduce them to nurturing automations for re-engagement.
 
- **Revenue Forecasting**: Apply scoring data to predict future sales based on lead behaviors and engagement levels.
* **Identifying Potential Leads**: Use scores to pinpoint contacts showing interest but not yet engaged in your sales funnel.
* **Tailoring Automation**: Create automations that send targeted content when a contact reaches a specific score, such as a promotional offer for those who view product pages.
* **Engagement Monitoring**: Assess the engagement of new customers, moving them into nurturing automations if they demonstrate low interaction.
* **Forecasting Sales**: Use aggregated scores to predict revenue and adjust strategies based on where leads fall within your funnel.
* **Reactive Marketing Strategies**: Adapt your outreach based on scores, being more aggressive with highly engaged contacts ready to purchase.


== Troubleshooting ==
== Troubleshooting ==
If you are having issues with Contact Scoring, consider the following:
Common issues that arise include:


- Ensure that the score is activated before use, especially for dynamic scoring.
* **Score Not Updating**: Ensure the automation being used is active and correctly configured to run multiple times.
- Confirm that your rules are correctly set up and conditions are valid.
* **Unexpected Score Changes**: Double-check scoring rules and conditions to confirm they are correctly applied.
- Check if the expiration settings are correctly configured, as contact engagement may shift over time.
 
If issues persist, refer back to the configuration steps or reach out to ActiveCampaign support.


== FAQ ==
== FAQ ==
=== 1. What is contact scoring? ===
''What types of plans include contact scoring?''
Contact scoring is a numerical system used to prioritize and evaluate the quality of leads based on specific engagement criteria.
Contact scoring is available on the Plus, Pro, and Enterprise plans.
 
=== 2. Is there a maximum value for contact scores? ===
No, there is no maximum limit on score values in ActiveCampaign.


=== 3. Can I create multiple contact scores? ===
''Can contact scores be retroactive?''
Yes, you can create an unlimited number of scores within your ActiveCampaign account.
Yes, once created, contact scores are retroactive.


=== 4. What is the difference between static and dynamic scoring? ===
''Is there a limit to how many scores I can create?''
Static scoring awards points once per contact, while dynamic scoring allows points to be added or subtracted multiple times based on behavior.
No, there is no limit to the number of contact scores you can create in your account.


=== 5. How do I adjust a contact's score dynamically? ===
''What is the difference between static and dynamic scoring?''
You need to create an automation that runs multiple times and adds or subtracts points each time a specific behavior occurs.
Static scoring runs once per contact based on rules, while dynamic scoring adjusts points each time a contact meets specified conditions through automations.


=== 6. Can I use scoring to identify engagement with new customers? ===
''How do I adjust points for repeating behaviors?''
Yes, tracking engagement scores can help you manage new customers and provide them with the necessary information to prevent cancellations.
Use automations configured to run multiple times and include an action to adjust the contact score.


=== 7. What happens to points awarded if the contact's engagement decreases? ===
''Can I expire points awarded for certain actions?''  
If configured, points can expire after a specific period, ensuring that the score reflects current engagement levels.
Yes, points can be set with expiration dates based on your engagement strategies.


For more information and details, consider exploring additional resources or attending ActiveCampaign workshops on the topic.
For additional resources, sign up and explore ActiveCampaign workshops to enhance your understanding of features like contact scoring.
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Revision as of 12:12, 3 November 2025

```mediawiki Navigation: Main_Page > Contacts > Scoring > Contact Scoring

Contact Scoring in ActiveCampaign

Introduction

Contact scoring in ActiveCampaign is a powerful feature that enables users to evaluate and prioritize the quality of their leads. By assigning numerical values to contacts based on their interactions and characteristics, businesses can identify high-potential leads that are most likely to convert. This strategic insight can greatly enhance your marketing and sales processes, ensuring that your team concentrates efforts where they matter most.

A contact score is derived from one or more rules that award or deduct points from contacts when certain conditions are met. For example, a contact might earn 10 points for signing up for a newsletter and another 10 points for purchasing a product, resulting in a total score that reflects their engagement level. Understanding and implementing contact scoring can provide a clearer understanding of customer behavior and readiness to purchase.

How to Access This Feature

To begin using contact scoring, navigate to the Contacts section on the left menu of your ActiveCampaign dashboard. From there, select the Scoring option. This will take you to the relevant page where you can manage your contact scores and set up rules.

Step-by-Step Instructions

Creating and adjusting contact scores involves the following steps:

Creating a Contact Score

1. Click Contacts on the left menu, then select Scoring. 2. Click the Add New Score button. 3. In the modal window, choose the Contact score option. 4. Enter a descriptive name for your score and describe its purpose in the provided fields. 5. Click the Add New Rule link to create a scoring rule. 6. The segment builder will open; select conditions for awarding points. For instance, clicking the left-most field allows you to define criteria such as earning 10 points for clicking any link in a campaign. 7. After setting conditions, click Save. 8. Modify points to be distributed by clicking on "Add 10 points". 9. If you wish to set an expiration for the score, click on the line of text that says Never to set the period after which points will expire. 10. Finally, click the Active button to activate your score.

Adjusting Dynamic Scores

1. Navigate to Automations on the left menu. 2. Click New Automation. 3. Select Start from scratch. 4. Add a start trigger: choose the appropriate trigger to adjust the score. 5. Ensure the "Runs" setting is changed to Multiple Times so points can be frequently adjusted. 6. Click Save. 7. In the action modal, add a score adjustment by selecting Contacts and then Adjust score. 8. Specify whether to add, reduce, or set a specific value for the score, and enter the number of points. 9. Use the Expires option to define when the points should drop off if necessary. 10. Name your automation and activate it.

Beginning Automations Based on Scores

1. From the Automations overview page, click New Automation. 2. Choose the Start from Scratch option, then click Continue. 3. Select the Score Changes trigger to initiate automations based on score thresholds.

Configuration Options and Settings

When configuring contact scores, you'll encounter several options:

  • **Score Name**: A descriptive title for the score.
  • **Score Description**: Details about what the score reflects.
  • **Rules**: Conditions that define how points are awarded or deducted.
  • **Points Expiration**: Found under the setting labeled Never—it governs whether and when points will expire.
  • **Active Status**: A toggle to activate your score for use in dynamic scoring.

Understanding these options is crucial for creating effective scoring models tailored to your business needs.

Best Practices and Tips

To optimize the use of contact scoring, consider these best practices:

  • **Use Clear Criteria**: Define scoring rules that are straightforward and directly tied to key behaviors indicating engagement and interest.
  • **Monitor Regularly**: Keep an eye on your contact scores and adjust criteria as necessary to reflect changes in customer behavior or market conditions.
  • **Leverage Automations**: Integrate scoring with automations that trigger based on score thresholds to streamline follow-up efforts and enhance engagement.
  • **Utilize Expiration Wisely**: Set expiration on points to ensure that scores reflect current engagement levels; old scores may mislead your assessment of contact interest.
  • **Conduct Regular Assessments**: Periodically review the effectiveness of your scoring system to ensure it aligns with your marketing and sales goals.

Common Use Cases with Examples

Contact scoring can be applied in various scenarios, including:

  • **Identifying Potential Leads**: Use scores to pinpoint contacts showing interest but not yet engaged in your sales funnel.
  • **Tailoring Automation**: Create automations that send targeted content when a contact reaches a specific score, such as a promotional offer for those who view product pages.
  • **Engagement Monitoring**: Assess the engagement of new customers, moving them into nurturing automations if they demonstrate low interaction.
  • **Forecasting Sales**: Use aggregated scores to predict revenue and adjust strategies based on where leads fall within your funnel.
  • **Reactive Marketing Strategies**: Adapt your outreach based on scores, being more aggressive with highly engaged contacts ready to purchase.

Troubleshooting

Common issues that arise include:

  • **Score Not Updating**: Ensure the automation being used is active and correctly configured to run multiple times.
  • **Unexpected Score Changes**: Double-check scoring rules and conditions to confirm they are correctly applied.

If issues persist, refer back to the configuration steps or reach out to ActiveCampaign support.

FAQ

What types of plans include contact scoring? Contact scoring is available on the Plus, Pro, and Enterprise plans.

Can contact scores be retroactive? Yes, once created, contact scores are retroactive.

Is there a limit to how many scores I can create? No, there is no limit to the number of contact scores you can create in your account.

What is the difference between static and dynamic scoring? Static scoring runs once per contact based on rules, while dynamic scoring adjusts points each time a contact meets specified conditions through automations.

How do I adjust points for repeating behaviors? Use automations configured to run multiple times and include an action to adjust the contact score.

Can I expire points awarded for certain actions? Yes, points can be set with expiration dates based on your engagement strategies.

For additional resources, sign up and explore ActiveCampaign workshops to enhance your understanding of features like contact scoring. ```

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