Lead Score
Sidebar: CRM → Lead Score
Module: CRM — active on every account from the start.
A lead score is a single number on the contact that says how hot the lead is, built from what that lead actually did: filled a form, booked, entered a stage, bought, opened an e-mail — or cancelled an appointment.
The score is earned, never typed. There is no field to write it in, on any screen or in the API. It moves only through the rules on this page and the CRM’s Add Lead Score points automation, and every point is recorded with the reason that produced it.
Rules
A rule is three things: an action, an optional condition, and the points.
| Setting | What it does |
|---|---|
| Rule name | What the history will say when this rule fires. Write it as a sentence you would want to read next to a contact |
| Action | The thing that has to happen (see the table below) |
| Reference | For actions that happen on something — a specific form, calendar, stage, funnel or e-mail template. Leave it on Any to score the action wherever it happens |
| Condition | An optional contact filter. The same builder as the Contacts screen, combined with AND or OR |
| Points | From −1000 to 1000. Negative is allowed, and is the point: “−20 when the appointment is cancelled” is as much a rule as “+10” |
| Once per contact / Every time it happens | Whether the points are awarded at most once for that contact, or again on every occurrence |
Rules can be switched off without being deleted. The header tells you how many of your rules are active.
Actions
| Action | Scores when | Reference |
|---|---|---|
| New contact (any origin) | A contact comes into existence, whatever created it | — |
| New contact via a form | The contact was born from a form submission | Form |
| New contact via a calendar | The contact was born from a booking | Calendar |
| Contact data changed | The contact record was saved | — |
| Contact marked as qualified | By hand, by a stage with auto-qualify, or by a CRM automation | — |
| Contact filled in a form | A contact that already existed submitted a form again | Form |
| Contact made a booking | A booking was confirmed | Calendar |
| Booking cancelled | A booking was cancelled | Calendar |
| Contact entered a CRM stage | The contact arrived in a stage | Stage |
| Contact marked as won / as lost | A funnel position was closed | Funnel |
| Contact made a purchase | An order was created (a checkout completed) | — |
| Payment confirmed | The money actually landed — an order can sit unpaid | — |
| Contact opened an e-mail | The first open of a send | Template |
| Contact clicked an e-mail button | The first click on a tracked button of a send | Template |
| E-mail bounced | The address rejected the message | Template |
A capture fires both the generic action and the specific one, so “any new contact” and “new contact via the quote form” can each carry their own points.
Once, or every time
Once per contact is the default and the safe one. It is what “+10 if the lead came from Form A” means: however many times the action is seen, the points are awarded once.
Every time it happens adds the points on every occurrence — “+2 each time they open an e-mail”. Use it only for actions that repeat meaningfully.
“Contact data changed” plus “every time it happens” is the one combination to think twice about. It scores on every save of the contact, not only when something meaningful changes — and some saves do not look like edits, such as a client rescheduling an appointment. A condition chooses which contacts are scored, never how often. FlyB refuses this shape outright when it carries no condition at all: it would add points to your whole base every time anybody touched a record, which measures your team’s clicking rather than your leads.
Applying a rule to the contacts you already have
A rule counts from the moment you write it — which is almost never what you meant, since “+10 for leads from the quote form” is typed by somebody looking at a base already full of them.
Apply to existing scores the contacts that already match, in one go. It is offered once per rule and disappears once taken. Contacts already scored by that rule are skipped, so nobody is ever scored twice.
Two things it will not do:
- “Contact filled in a form” cannot be applied retroactively — nothing records a re-submission by a contact that already existed, so there is nothing to look back at. The button is not offered for it.
- It does not re-run itself. Changing a rule’s action or conditions offers the button again, because those genuinely widen who should have been scored. Changing only the points does not: the contacts already scored keep what they were given.
Where the score shows up
| Screen | How it appears |
|---|---|
| Contacts list | A badge beside the name, printed only once the lead has actually scored something |
| Contact | Beside the name, in the Lead management card at the top of the first tab, and on the CRM tab under the active funnels |
| CRM cards | On the card, next to the contact |
| Filters | A Lead Score field with the ordering operators — “greater than 50” is the question a sales manager actually asks |
| Export | A column of the contacts CSV |
| Public API | Published read-only on the contact |
Score history
The contact’s CRM tab carries the full ledger, under the active funnels: the total, then every point awarded, the rule (or automation) that awarded it and when. A bare “45” tells a salesperson nothing; the history is what makes the number worth acting on.
The history survives the rule. Deleting a rule does not rewrite what it already awarded — points given were given — and renaming one does not rewrite the reason a past entry carries.
From the CRM
A stage automation can also award points directly: Add Lead Score points, with a value that may be negative. It writes to the same ledger, so the contact’s history explains automation points and rule points alike.
Unlike the rules on this page, that automation is deliberately repeatable: you attached it to a stage, and a lead coming back through that stage has done the thing again. See CRM & Funnels → Automations.
Who can use it
The screen follows your Contacts permission. The rules belong to the organization, not to a user, so everyone who can see them sees the same set.