Propensity Contact Warmth

We offer two scoring models, Account-Centric and Contact-Centric. Select your desired model during the campaign creation process. 

Account-Centric Scoring Model

❄️ Cold Reasons

• Email Unsubscribe: This Contact Unsubscribed from your email communication

  • If the contact unsubscribed from your Propensity marketing emails

• This contact has been added to the campaign

  • Contacts added to a campaign may appear as Cold if no retained warmth status exists from recent campaign activity. If the contact previously had a Warm or Hot status within the 90-day retention window, the existing warmth status is retained.

☀️ Warm Reasons

• Ad Impressions: Contacts at this account have seen your ads X time(s) and are familiar with your brand

  • At least 30 impressions per contact have been viewed

• Ad Clicks: Contacts at this account have clicked on your ads X time(s)

  • At least 1 click per 10 contacts at each account (if an account has 20 contacts in the campaign, then 2 clicks minimum would be required to be warm)

• Website Visit: Someone from this account has visited your website

  • At least 1 visit per 100 contacts at each account (if an account has 200 contacts in the campaign, then 2 visits minimum would be required to be warm)

• Marketing Email Open: This contact opened your email

  • 1 or more email opens

• LinkedIn Impressions: Contacts at this account have seen your ad X time(s) and are familiar with your brand

  • At least 3 impressions per contact have been viewed

• LinkedIn Clicks: Contacts at this account have clicked on your ad

  • At least 1 click per 20 contacts at each account

• LinkedIn Ad Comment: Someone at this account commented on your ad

  • 1 or more LinkedIn comments

• LinkedIn Ad Share: Someone at this account shared your ad

  • 1 or more LinkedIn shares

• LinkedIn Ad Follow: Someone at this account is now following your company

  • 1 or more LinkedIn follows

• LinkedIn Ad Engagement: Someone at this account reacted to your ad

  • 1 or more LinkedIn likes / reactions

🔥 Hot Reasons

• Ad Clicks: Contacts at this account have clicked on your ads 

  • At least 1 click per 4 contacts at each account (if an account has 20 contacts in the campaign, then 5 clicks minimum would be required to be hot)

• Website Visits: People from this account have visited your website X time(s)

  • At least 1 visit per 10 contacts at each account (if an account has 20 contacts in the campaign, then 2 visits minimum would be required to be hot)

• Marketing Email Clicks: This Contact clicked on the link in your marketing email

  • 1 or more email clicks

• LinkedIn Ad Click: Someone at this account clicked on your ad

  • At least 1 click per 10 contacts at each account (if an account has 20 contacts in the campaign, then 2 clicks minimum would be required to be hot)

• Direct Website Visit: Someone directly visits your website (independently of an ad click)

  • At least 1 direct visit required to be hot

Contact Centric Scoring Model

❄️ Cold Reasons

• Email Unsubscribe: This Contact Unsubscribed from your email communication

  • If the contact unsubscribed from your Propensity marketing emails

• This contact has been added to the campaign

  • Contacts added to a campaign may appear as Cold if no retained warmth status exists from recent campaign activity. If the contact previously had a Warm or Hot status within the 90-day retention window, the existing warmth status is retained.

☀️ Warm Reasons

• Ad Impressions: Contacts at this account have seen your ads X time(s) and are familiar with your brand

  • At least 5 impressions per contact

• Website Visit: Someone from this account has visited to your website

  • At least 1 visit per 10 contacts at each account (if an account has 20 contacts in the campaign, then 2 visits minimum would be required to be warm)

• Marketing Email Open: This contact opened your email

  • 1 or more email opens

• LinkedIn Impressions: Contacts at this account have seen your ad X time(s) and are familiar with your brand

  • At least 3 impressions per contact

• LinkedIn Clicks: Contacts at this account have clicked on your ad

  • At least 1 click per 20 contacts at each account

• LinkedIn Ad Comment: Someone at this account commented on your ad

  • 1 or more LinkedIn comments

• LinkedIn Ad Share: Someone at this account shared your ad

  • 1 or more LinkedIn shares

• LinkedIn Ad Follow: Someone at this account is now following your company

  • 1 or more LinkedIn follows

• LinkedIn Ad Engagement: Someone at this account reacted to your ad

  • 1 or more LinkedIn likes / reactions

🔥 Hot Reasons

• Propensity Display Network Ad Clicks: This contact clicked on your Propensity Display Network ad

  • 1 or more ad clicks

• Marketing Email Clicks: This Contact clicked on the link in your marketing email

  • 1 or more email clicks

• LinkedIn Ad Click: Someone at this account clicked on your ad

  • At least 1 click per 5 contacts at each account, with a maximum of 10 contacts per account (If there are more than 10 contacts at an account, LinkedIn will not make those contacts hot)

• Direct Website Visit: Someone directly visits your website (independently of an ad click)

  • At least 1 direct visit required to be hot

Warmth score retention

Warmth scores remain associated with a contact while the contact continues participating in active campaigns.

If a contact is added to a new campaign within 90 days of previous campaign activity, the existing warmth status is retained.

For example:

• Contacts already marked as Hot will continue to appear as Hot
• Contacts marked as Warm will remain Warm
• Contacts marked as Cold will remain Cold

If a contact has not participated in an active campaign for more than 90 days, the warmth score resets to Cold.

Differences Between Warmth Score and Engagement Views

Contacts may appear to have different warmth statuses depending on where engagement is viewed in the platform. This is because different parts of the UI use different scoring logic and contexts to classify engagement.

Propensity calculates contact warmth based on defined criteria within each scoring model (Account-Centric or Contact-Centric). However:

• Account-level engagement views (such as Contact Engagement or account engagement dashboards) show aggregated signals across all campaigns and interactions associated with that contact or its account. A contact may be marked Hot here based on broader engagement that spans multiple campaigns or cohorts.

• Campaign-specific views (such as the Leads tab within a specific campaign) reflect warmth within the context of that campaign and the specific scoring model applied there. In these views, a contact may appear Warm or may not appear at all if it did not meet the Hot criteria for that campaign.

These differences mean a contact can appear Hot in some engagement summaries but appear Warm or absent in the campaign-specific Leads tab. This is expected behavior.

For workflows such as CRM sync or automation driven by campaign engagement, the platform generally uses the campaign-specific warmth status (from the Leads tab and campaign context) rather than the aggregated account-level engagement view. Including this distinction in your analysis can help avoid confusion when interpreting warmth metrics from different reporting areas.