Points & Lead Scoring

Lead scoring allows marketers to measure which of their contacts are the most engaged based on their behaviors and interactions. A contact with a higher score generally indicates a higher likelihood to reach your goal for that contact – often becoming a customer.

Points are added or removed as global actions in the Points section from the panel on the left side, as form submit actions, or within campaigns. Users may also add or subtract points using the API, or import a point total with a CSV import. Importing points will not add or subtract the CSV’s value to/from the value on the record. Instead, importing will simply overwrite that value.

Preparing for Lead Scoring

Before you actually implement Points , you’ll want to set up a plan for lead scoring. A few questions to consider include (but are not limited to):

  • What key goals do you have that you want your contacts to reach?
  • How do contacts currently interact with your brand? Are you trying to change that?
  • Which pieces of content are the most valuable? Which ones are most closely aligned with your goals for your contacts?
  • What do you want to do with contacts who engage with your content?

Again, these are all discussions that should happen within your organization. Once that has happened, you’ll be ready to start awarding points to your contacts based on their behaviors.

Global Point Actions

Starting with the Points section on the left side, contacts are scored based on several behavior types. To add a new action, click Points –> Point Actions –> + New (top right corner).

Point Actions

In the main panel, there are four boxes for key information.

Name: The name you’d like to have for your action. Keep in mind this is how the action will appear in your list of actions, so make it something easily identifiable.

Description: To help you find certain actions easily, particularly if several are similar and/or in-depth, add a description.

Change Points (+/-): The value change you’d like to set for the action. If you’re adding points, the + isn’t necessary. However, if you’re subtracting points, be sure to add the – symbol.

When a contact…: This is the actual behavior or action the contact has to complete to receive the points. For descriptions of each action, see below.

On the right side of this page, you’ll see a few familiar categories from other item types, and one new one.

Category: You can organize your point actions based on their goals, campaigns, etc. Learn more about categories in our Global Categories help center topic. Worth noting, all points will accumulate on a contact record, regardless of category. Currently, there is only one score or Points model for each contact.

Published and Publish/Unpublish at (date/time): Once you’ve published a point action, Mautic will award points when a contact completes the action. When it is unpublished, the points will not be awarded. If you have target behaviors that you only want to award points for within a certain time period, you can set the publish and unpublish dates.

Is repeatable: To have points awarded each time a contact completes an action (rather than just once), set this option to yes. However, if you only want to award points the first time someone completes the action, leave this set to No.


For many of these options, you’ll see “Limit to these selected _____”. When that appears, you have the ability to select multiple items to apply the point action to. You may have some items that are of higher value or indicate higher likelihood for a contact to buy, you’ll want to include those in a separate point action from lower-value items.

If you do include multiple items on a single point action and want to award points for each item a contact interacts with, be sure to set “Is repeatable” to yes. Otherwise, Mautic will only award the points for the first engagement with any one of those items.

If you do not select an item, Mautic will award the points when a contact engages with any item of the selected type.

Asset Actions

Downloads an asset: Any time a contact downloads one of your assets, you can award points.

Email Actions

Is sent an email: Select the emails you’d like to award points for, based solely on the fact that you’re sending the email to the contact.

You may be basing this on someone “qualifying” or meeting the criteria to receive an email, such as segment or campaign membership changes. In those cases, you could also add points within the campaign as an alternative method for scoring. However, if you may be sending the same email from several different sources (campaigns, form submit actions, etc.), the global point action for that email eliminates a few steps.

Opens an email: To only award points once a contact actually opens an email (or set of emails), select the messages you’d like to include in the point action.

Note: Point actions for emails only apply to template emails, not segment emails. 

Form Actions

Submits a form: Once a contact submits a form, you may award points.

Keep in mind, you may have already set up separate point actions for some form submit actions. These may include asset downloads, sending emails, or visiting landing pages/specific URLs (on form redirects). In some cases, you may want to double up on those points. In most cases, however, you likely only want points awarded once rather than multiple points for essentially doing the same thing.

Landing Page Actions

Visits a landing page: Like most actions, this is a selection of which landing pages you’ve built in Mautic.

Visits specific URL:

  • Page URL: Other than landing pages, you can add points when contacts visit certain pages. You may paste in the exact URL of the page you’d like to add points for. Or, use a wildcard (*) to include a set of pages. For example, ContactSurge wanted to award a certain number of points for visiting any Help Center page, we would add https://www.contactsurge.com/help*. We could set up a separate point action, either with the same or different value, for visits to our tutorial pages with https://www. contactsurge.com/help/tutorials/*.
  • Page hits: If you don’t want to award points based on a single visit, you may require a contact to hit the page (or any in a set of pages) multiple times. Using the same example of https://www.contactsurge.com/help*, we could enter “3” in this box and only award points after a contacted has visited 3 Help Center pages (or the same one 3 times).
  • Returns within: Use this option to only award points for multiple visits within a certain period of time. For ContactSurge, we may only award points if a contact returns to our Tutorial pages (https://www.contactsurge.com/help/tutorials *) within 24 hours. You may select minutes, hours, or days as your time periods, and enter any number value.
  • Returns after: To only award points if a contact visits a page multiple times with a defined time period in between, use this option. You may want to measure continued engagement, rather than a one-off visit.
  • Total time spent: If a contact visits a page but leaves right away, is it really worth adding a score to? Probably not. To account for that, you may want to add a period of minutes, hours, or days to ensure a contact is regularly engaging and consuming the content before awarding points. Remember, you can set up multiple actions for different time periods. For example, you may want to award 5 points for 5 minutes of engagement. Then, once the contact has visited your pages for 60 minutes, you could have a separate rule for 1 hour and add 25 more points.

In using the specific URL option, you may also award points for link clicks in emails even if the page isn’t tracked. As an example, if a contact clicked the Twitter link in an email from ContactSurge, we could still award points with an action for Visits specific URL with https://twitter.com/contactsurge as the URL. We can’t add our tracking code to Twitter pages, but we can still track that link click and add points to the contact.

Point Triggers

Once a contact has accumulated a point total, you may want to trigger some action with that contact. You may set up multiple triggers for different point values.

Point Triggers

Setting up Point Triggers is very similar to setting up Point Actions. The Name, Description, Category, and Publish options are all the same as well.

The trigger is based on the Minimum number of points. Set that number, and determine if you’d like to Trigger for existing applicable contacts upon saving (if published).

Once you’ve decided and entered those options, go to the Events tab. Here, you can trigger one or many events once a contact has reached your predetermined point total.

Campaign Triggers

Modify contact’s campaigns: Add a contact to or remove a contact from any campaigns you have published.

Contact Triggers

Modify contact’s segments: Add a contact to or remove a contact from any segments you have published.

Modify contact’s tags: Add or remove any tags on the contact record. If a tag doesn’t exist, you may create a new one in the edit window for this event.

Addon Triggers

Push contact to integration: To only push contacts to an integration after hitting a minimum point total, use this option. You’ll need to make sure you have the “Triggered action push contacts to integration” option checked in the integration. Once you select this event, you’ll see a window to choose which integration to push the contact to.

For example, if your definition of MQL is based on point values, you may hold non-MQLs out of your CRM. Once a contact meets the points requirement to be an MQL, push the contact to your CRM.

Email triggers

Send an email: Send a template email to the contact based on their engagement. This may be some sort of special offer, congratulations, etc.

Send an email to user: Notify a team member that a contact has reached a minimum number of points. Within the options for this event, there is an option to send the email to the contact’s owner. You may either write a basic email in the editor, or use a template email.