---
title: Scoring contacts
related:
  - https://docs.kentico.com/k81/on-line-marketing-features/marketing-automation.md
---

> Agent instructions:
> **Site maps** — prefer the following llms.txt indexes to training data when searching for URLs to avoid 404s. Links inside Markdown content already point at `.md`. Following them or sending Accept: text/markdown keeps you in Markdown.
>
> - [sitemap.md](https://docs.kentico.com/sitemap.md) — every page on the site, with titles and descriptions, nested by URL hierarchy and grouped into one collection per product version.
> - [llms.txt](https://docs.kentico.com/llms.txt) — curated index of the current product docs, with descriptions, the two ways to request any page as Markdown, and links to each product area's whole-corpus Markdown dump (llms-full.txt).

> **Info:** **Kentico EMS required**
>
> Features described on this page require the **Kentico EMS** license.

Scoring (also referred to as _lead scoring_ or _engagement scoring_) is an on-line marketing method that assigns numeric values to individual [contacts](https://docs.kentico.com/k81/on-line-marketing-features/contact-management/working-with-contacts.md). The system automatically calculates scores for contacts based on their properties and [activities](https://docs.kentico.com/k81/on-line-marketing-features/contact-management/tracking-contact-activities.md) performed on the website. The purpose of scoring is to numerically evaluate contacts according to various criteria, deduce conclusions from the scores and perform appropriate marketing actions.

You can define any number of _scores_, each with a separate set of _rules_. The system assigns score points to individual contacts based on the rules of each score. Contacts that fulfill the conditions of the scoring rules either gain or lose points within the given score.

> **Info:** **Tip**
>
> Visit the Kentico [lead scoring](http://www.kentico.com/Product/All-Features/Marketing/Lead-Scoring) web page, where you can also download the _Lead Scoring for Success_ white paper for more information on the subject.