Pardot Knowledge Base

Prospect Scoring Overview

Last Updated: Nov 04, 2016 | Print this Article
 

Scores are automatically assigned to prospects when they convert. Scores constantly change based on activities and interactions and show how engaged your prospects are with your marketing materials. This article covers the basics of prospect scoring.

Scoring Categories

Scoring Categories allow you to score prospects on more than one product or business unit. You'll still have an overall prospect score, but Scoring Categories offer additional scores based on which assets your prospects are engaging with.

Before you can use Scoring Categories, you'll need to organize your assets in Folders. See Scoring Categories Overview to get started.

Baseline Scoring System

The following are the default points added or subtracted:
Activity Points Notes
Custom Redirect Click +3 Points will be assessed on each custom redirect click
Email Open 0 Points will be assessed for each open. You can optionally enable email opens to only affect the prospect's score once — including completion actions set to adjust the score on open. Note: For accounts provisioned on or after April 11, 2014, cumulative scoring is automatically disabled — points will only be assessed for the first open. To change the score of an Email Open so that cumulative scoring affects a prospect's score, see Custom Scoring Rules.
Event Checked In 0 Points will be assessed for each Eventbrite event the prospect checks in to
Event Registered 0 Points will be assessed for each event the prospect registers for via Eventbrite
File Access +3 Points will be assessed on each time a file is accessed
Form Error -5 Points will be assessed once per form submission attempt (if a form is on a Pardot landing page, form error will be recorded on the landing page level)
Form Handler Error -5 Points will be assessed once per form handler submission attempt
Form Handler Submission +50 Points will be assessed once per form handler submission
Form Submission +50 Points will be assessed once per successful form submission (if a form is on a Pardot landing page, successful submission will be recorded on the landing page level)
Landing Page Error -5 Points will be assessed once per form submission attempt
Landing Page Success +50 Points will be assessed once per successful landing page submission
Olark Chat +10 Olark connector must be enabled
Opportunity Created +50 Points will be assessed when the prospect is assigned to the opportunity; for more information on opportunities in Pardot, please read here
Opportunity Lost -100 Points will be assessed when an opportunity associated with the prospect is lost; for more information on opportunities in Pardot, please read here
Opportunity Won 0 Points will be assessed when an opportunity associated with the prospect is won; for more information on opportunities in Pardot, please read here
Page View +1 Each page viewed in a visitor session; for more information on assessing customized point values for specific pages, please read here — note that, if you use page actions to customize point values, only the page action score adjustment will take place. Only pages with Pardot tracking code on them will be able to be tracked and scored.
Site Search Query +3 Points will be assessed for each site search a prospect performs when your site search is integrated with Pardot
Social Message Link Click 0 Points will be assessed for each social message link click a prospect performs when you use Pardot Social Posting.
Third Party Click +3 Points will be assessed for each click in a third-party email client, when using the link tracking instructions found here
Tracker Link Click +3 Points will be assessed for each Pardot-tracked link in an email sent via Pardot, or a click in the thank you content of a form
Video Conversion +50 Points will be assessed when a visitor converts on a video turnstile using the Wistia connector.
Video Play 0 Points will be assessed for each video a prospect plays.
Video Watched 75%+ +25 Points will be assessed for each video a prospect watches at least 75% of.
Visitor +3 Points will be assessed each time Pardot adds a new cookie to this prospect. The number of visitors will be the number of times Pardot has cookied the prospect's browser(s).
Webinar Attended 0 Points will be assessed for each webinar attended
Webinar Invited 0 Points will be assessed for each webinar the prospect is invited to ('Invited' is a webinar status synced to Pardot through WebEx connector only)
Webinar Registered 0 Points will be assessed for each webinar the prospect registers for

Modifying the Baseline Scoring System

The scoring system above can be modified if you'd like to change certain point values. These changes will be retroactive (all of your prospects will be rescored), they will result in all of your prospects resyncing with the CRM and could affect score-based automation rules, so it is very important to read all of the notes in the Custom Scoring article before you edit any values.

Note: If the baseline scoring system is modified, the score displayed for each visitor activity will not necessarily reflect a real score change on the prospect for that activity. For an accurate breakdown of a prospect's score, you will need to visit the "Score Breakdown" page by clicking the score on the prospect record.

Modifying Scores via Automation Rules

Scores can also be modified automatically according to automation rules. For example, an automation rule can be set up such that if the prospect has requested a demo or a special white paper, 50 bonus points will be added to their score. Automation rules can both increase and decrease prospect scores, or reset scores to zero (see below).

Modifying Scores via Forms/Form Handlers

Scores can be customized at the Form/Form Handler level by designating an Adjust score Completion Action on Step 4 of the Form Wizard.

Modifying Scores During Imports

Additionally, you can add to a prospect's score through an import by including a column with the desired bonus points and then mapping that column to Add To Score.

Changing a Prospect's Score Manually

You can modify scores for an individual prospect by navigating to their record, clicking the Edit prospect link at the top, and then entering the new score you'd like them to receive. Note: You cannot manually edit Scoring Category scores.

Resetting your Prospects' Scores to Zero

You can reset all prospects' scores in your account back to zero or just a selected few. Create an automation rule with the desired criteria the prospect should meet in order to have their score reset and add the rule action to "Adjust Prospect score: To: 0" Keep in mind that if you reset your prospects' scores to zero using an automation rule and in the future you modify your baseline scoring rules, your prospects will be retroactively rescored and their scores may increase or decrease from zero.

If you plan to make any changes to your baseline scoring model (in Admin > Scoring Rules), do so before running a reset automation rule. This is because the baseline scoring rules will recalculate any past points awarded from prospect activities, but the total points subtracted by the automation rule will remain constant. If you need those prospects to retain a score of zero, you'll need to make a copy of your original automation rule and re-execute it in order to reset those prospects to zero once again.

Not what you're looking for? Check out these other articles:
Custom Scoring
Scoring Best Practices

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