What is Custom Contact Scoring and how to use it

What this is

Custom Contact Scoring allows you to define your own rules for how contacts are classified as cold, warm, or hot based on engagement signals. 

Instead of relying only on default scoring, you can create rules using conditions such as:

• Ad clicks

• Email clicks

• Website visits

• Impressions

Since the introduction of Analytics Upload, you can also build rules using imported CRM activity, such as sales calls logged or sales opportunities won. See Sales Activity Conditions section below for more information.

Each rule determines when a contact should be assigned a specific warmth level and what reason is displayed for that change.

When to use this

Use Custom Contact Scoring when you want to:

• Customize how engagement is evaluated
• Align scoring with your internal sales criteria
• Prioritize contacts based on specific actions
• Define what qualifies as “hot” or “warm” for your team

Access requirements

Custom Contact Scoring is only available when:

• You have Org Admin access, and
• Your workspace is on a Strategic or Unlimited tier

If these conditions are not met, the option will not appear in Workspace Settings.

How it works

Custom Contact Scoring is based on rules.

Each rule includes:

• A warmth type (Hot, Warm, or Cold)
• A set of conditions
• A warmth reason (label shown in reporting)
• An active status (on/off)

When a contact satisfies the conditions of a rule:

• The contact's warmth is updated
• The defined warmth reason is applied

This reason appears in places such as:

• Leads Manager
• Contact-level reporting

Where to find it

To access Custom Contact Scoring:

1. Go to Workspace Settings
2. Select your workspace
3. Open the Actions (“...”) menu
4. Click Custom Contact Scoring

Creating a rule

To create a new rule:

1. Creating a rule

2. To create a new rule:

3. Click New Rule
4. Enter a rule name
5. Select the warmth type (Hot, Warm, Cold)
6. Define a warmth reason
7. Choose whether the rule is active
8. Set your conditions
   1. Important: After selecting a condition, you can hover over the ⓘ icon for more information about that condition
9. Save the rule

10. Once saved, the rule will appear in a table where it can be managed.

Once saved, the rule will appear in a table where it can be managed.

Condition logic (AND vs OR)

When defining conditions, you can choose how they are evaluated.

Note: Each condition is evaluated independently and marked true or false on its own; conditions do not share or cross-filter each other's time window. For example, a rule combining Activity Date <= 30 days AND Contact Level Clicks >= 1 evaluates each condition separately, rather than restricting Contact Level Clicks to occurring within that same 30-day period.

AND logic

All conditions must be met

Example:

• Contact clicks ≥ 1
• Email clicks ≥ 1

Both must be true for the rule to apply.

OR logic (within a rule)

Any condition can be met

Example:

• Contact clicks ≥ 1
• Email clicks ≥ 1

A contact qualifies if at least one condition is satisfied.

Multiple rules (OR across rules)

You can create multiple rules for the same warmth level.

A contact qualifies if any rule is satisfied.

Example:

• Rule 1: Impressions ≥ 10

• Rule 2: Email clicks ≥ 2 AND website visits ≥ 1

A contact becomes “hot” if either rule is triggered.

Website Page Path

The Website Page Path condition lets you set a contact's warmth based on the pages they have visited on your website. When adding this condition to a rule, you choose an operator that defines how the page path is matched.

Below, you have the available operators and how they work when using Website Page Path:

• Equals: Matches when the contact visited a page path that is an exact match to the value entered. For example, 'products/pricing' only matches a contact who visited that specific page

• Does Not Equal: Matches when the contact did not visit that exact page path

• Contains: Matches when the contact visited a page path that includes the value as a substring. For example, entering 'pricing' would match 'products/pricing' and 'products/pricing/enterprise'. Note that entering 'products/pricing' would match 'products/pricing/enterprise' but would not match 'products' or 'pricing' separately

• Does Not Contain: Matches when the contact did not visit a page path that includes the value

• Is One Of: Matches when the contact visited any of the page paths listed, separated by commas. For example, 'pricing, demo, overview'

• Is Not One Of: Matches when the contact did not visit any of the page paths listed

Examples:

• A contact whose page path contains "demo" could be scored as Hot, since visiting a demo page signals high buying intent.

• A contact whose page path equals "overview" could be scored as Cold, since browsing a general overview page does not indicate the same level of intent as visiting a demo or pricing page.

Sales Activity Conditions

The following conditions are also available, and are especially useful if you are using Analytics Upload:

Activity Type

Matches against the classification assigned to an activity. Currently available values are opportunity, task, and campaign_member, with more planned for the future.

Activity Date

Matches activities that occurred within a selected rolling date range, such as 7, 30, 90, or 180 days.

Activity Subject

Matches against the subject associated with an activity.

Activity Channel

Matches against the channel associated with an activity, such as email, event, webinar, or advertising.

Campaign Member Status

Matches against the campaign member status associated with an activity, such as Sent, Responded, Registered, or Attended.

Sales Calls Logged

Number of call tasks that have been logged in the last 90 days.

Sales Emails Sent

Number of sales emails that have been sent in the last 90 days.

Sales Emails Replied

Number of sales emails that have received a reply in the last 90 days.

Sales Opportunities Created

Opportunities created while an active campaign has been targeting the account this contact belongs to, in the last 90 days.

Sales Opportunities Won

Opportunities won while an active campaign has been targeting the account this contact belongs to, in the last 90 days.

Opportunity data can reach Propensity in two ways: automatically, when a Propensity campaign is synced to Salesforce with Return Sales Engagement Data to Propensity turned on (which imports newly created Salesforce opportunities for qualifying accounts during the campaign and for 30 days after it ends), or manually, through Analytics Upload.

These conditions are based on the task, opportunity, and campaign member data you upload or sync, and can be combined with Propensity-tracked conditions like ad clicks or website visits in the same rule using AND or OR logic. This lets you build rules that reflect both CRM engagement and platform-tracked activity.

Example: A contact with a sales opportunity created and more than two contact-level ad clicks could be classified as Hot, reflecting both sales pipeline activity and Propensity engagement.

Managing rules

You can manage rules directly from the rules table:

• Activate or deactivate a rule
• Edit an existing rule
• Delete a rule

If a rule is inactive, it will not be used in scoring.

How warmth is applied

When a contact satisfies a rule:

• Their warmth level is updated
• The defined warmth reason is assigned

This reason is visible in reporting and helps explain why the contact was classified at that level.

Example Rules

Example 1: Pricing page visit (Hot)
A contact visits the pricing page and is classified as Hot.

• Rule Name: Website - Page Visit
• Warmth Type: Hot
• Condition Logic: ALL match (AND)
• Warmth Reason: Website - Pricing Page Visit
• Condition: Website Page Path Contains /pricing

Example 2: Email engagement (Warm)
A contact opens or clicks a marketing email and is classified as Warm.

• Rule Name: Email Engagement
• Warmth Type: Warm
• Condition Logic: ANY match (OR)
• Warmth Reason: Email Engagement
• Condition 1: Email Clicks >= 1
• Condition 2: Email Opens >= 1

Example 3: Multi-channel engagement (Hot)
A contact clicks an ad and visits the website, indicating strong purchase intent.

• Rule Name: High Intent - Multi-Channel
• Warmth Type: Hot
• Condition Logic: ALL match (AND)
• Warmth Reason: Ad and Website Engagement
• Condition 1: Contact Level Clicks >= 1
• Condition 2: Contact Level Website Visits >= 1

Important notes

• It may take one day for the Custom Contact Scoring to go into effect
• Custom Contact Scoring is only visible to eligible users (Org Admin + supported tier)
• Multiple rules can apply to the same warmth type
• Rules do not all need to be satisfied, any matching rule can trigger the update
• The displayed warmth reason is based on the rule that was triggered
• Rules can be turned on or off at any time