Lead scoring and site activity

Lead scoring gives contacts points for what they do, so the warmest leads come first. Switch on Lead scoring and site activity in CRM → Modules, then open Marketing → Lead scoring.

Rules

Each rule gives (or takes away) points when a contact:

Does this	"Only when" narrows it to
Visits a page	an address containing, e.g. /pricing
Opens a campaign email / clicks a campaign link	one campaign
Submits a form	one form
Makes a purchase (WooCommerce)	an order total of at least an amount
Logs in
Gets a tag	one tag, e.g. not-interested with negative points
Has a field set to a value	field = value, e.g. lifecycle_stage = lead
Does a custom event	a value

At most caps how many times one contact can earn a rule (visiting pricing pages counts twice, not forty times). Rules count from the moment you add them; removing one keeps the points already earned.

A common start: +5 for opening an email, +10 for a click, +15 for the pricing page, +30 for a form, and -10 for a "not interested" tag.

Named scores

Besides the main Score, add a score per product or interest (one per line under Named scores) and point rules at it. Every contact page shows all their scores, the latest changes with the reason for each, and a box to adjust a score by hand. A deal's page shows the highest score among its contacts.

Fading

Interest from months ago is not interest today. Switch on Scores fade when a contact goes quiet to take a share of the points (25% by default) from any score that has not gained points for a period (30 days by default), and again every period after that.

Use scores

• Lists & segments: Score and every named score are segment fields (Score is more than 50).
• Automations: the Score reached a value trigger fires once, on the way up past the value, so a contact crossing 50 can be handed to sales, tagged hot or sent a call task. Add or remove points is an automation step, and if/else conditions can test any score.
• Warmest contacts on the Lead scoring screen lists the top scores.

Site activity: pages known contacts visit

Switch on Record the pages known contacts visit to see which pages a contact reads after they have identified themselves: by sending a form that adds them to the CRM, clicking a link in a campaign or logging in. From then on:

• each visit puts one Visited the site entry on their timeline, and the pages appear under Score & activity on their page;
• page-visit rules add points;
• the Visited a page automation trigger can start a follow-up (someone reading the pricing page twice in a week).

Privacy:

• Anonymous visitors are never recorded. A visitor is recognised by a signed first-party cookie, which cannot be forged or used to look up anyone else.
• Consent: by default nothing is recorded unless your consent banner's cookie is set (enter its name). Choose My privacy notice covers it only if your notice does. Browsers that send Do Not Track or Global Privacy Control are always left out.
• Never record addresses starting with keeps the checkout, cart and account pages out by default.
• Mention it in your privacy policy. Deleting a contact deletes their activity and scores.

The tracking script works with page caching: it only does anything in the browser of someone who has the cookie.

Events

Everything above is stored as events: page visits, logins, purchases, form submissions, email opens and clicks, and your own. Events can also be used directly:

• Segments: Did something (event), such as webinar in the last 30 days.
• Automations: the Event happened trigger.
• Clicks on your pages: add data-crm-event="downloaded_brochure" (and optionally data-crm-value="…") to a button or link, and a known contact's click is recorded.
• From code:

do_action( 'unysonplus_crm_track', $contact_id_or_email, 'webinar', array( 'value' => 'October' ) );