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.
Baseline Scoring System
The following are the default points added or subtracted:
|Custom Redirect Click||+3||Points will be assessed on each custom redirect click|
|Email Open||0||Points will only be assessed on the first open per email|
|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 opportunity is associated with the prospect; 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. 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|
|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|
|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.
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
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.
Re-setting 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 via an automation rule and in the future you modify your baseline scoring, your prospects will be retroactively rescored to match your scoring changes. If you need those prospects to retain a score of zero, once the recalculation is complete you will need to make a copy of your original automation rule so it’ll re-execute on everyone to reset those prospects again.