Lead scoring
Configure rules and activity weights to rank contacts by conversion readiness.
Lead scoring gives every contact a numeric score that reflects how engaged and how well-matched they are. The score badge on a contact's profile and list row updates in real time as new events arrive.
How the score is calculated
A contact's score is the sum of all matching rule scores, minus any decay that has accumulated since those rules last fired. Two categories of rules contribute:
- Custom rules — field-based conditions you define. Each fires a fixed score delta when its condition is met.
- Activity types — event-based weights assigned to actions like form submits, bookings, and stage changes. Each fires when Nomow records that event type on the contact.
Score badge thresholds
The score badge on every contact profile and list row uses three color tiers:
| Score | Badge color | Label |
|---|---|---|
| 80 and above | Brand pink | Hot |
| 50 – 79 | Amber | Warm |
| Below 50 | Grey | Cold |
These thresholds are fixed. Use them as a quick signal for prioritization — hot contacts are worth reaching out to today.
Custom rules
Custom rules are conditions evaluated against a contact's field values. Each rule fires once when the condition is met and adds (or subtracts) the specified score delta.
Go to Lead scoring in the sidebar. The top section lists all custom rules.
Click Add rule. Give it a name that describes the condition — for example, "VP or above title" or "Company over 200 employees".
Choose a field (any standard or custom contact field), an operator (equals, contains, greater than, etc.), and a value. Multiple conditions on a single rule are combined with AND.
Enter a positive integer to reward the match, or a negative integer to penalize it. Set a decay period in days — after this many days without the condition being re-met, the score contribution fades to zero linearly.
Toggle the rule on. It is applied immediately to all existing contacts and to every new contact going forward.
Activity types
Activity types assign a default score and decay period to each event type Nomow records. Unlike custom rules, these fire every time the event occurs — a contact who submits three forms accumulates the form-submit score three times.
Go to the Activity types section of the Lead scoring page to adjust the default score and decay for each type: created, form submitted, booking created, booking rescheduled, stage changed, note added, email sent, deal created, deal won, and deal lost.
The live preview pane
The right side of the Lead scoring page has a live preview panel. Paste any contact's raw JSON (available from the Data tab of a contact profile) and the panel computes the exact score that the current rule set would produce — showing which rules matched, which activity types contributed, and how much decay has been applied.
This is useful when debugging why a contact's score is lower or higher than expected.
Next steps
See how the score badge appears on individual records in Contact profile, or learn how to focus your team on the best-fit accounts with Target accounts.
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