> ## Documentation Index
> Fetch the complete documentation index at: https://helpcenter.recotap.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Account Scoring

> Understand and tune the Recotap account scoring model.

## Account Scoring Model

<Info>
  The **Account Scoring Model** is a crucial feature within the ABM settings that quantifies account engagement based on advertising activities & other intent signals.
</Info>

This model assigns scores to various actions taken by target accounts, helping you prioritize high-engagement accounts effectively.

## **Benefits of the Scoring Model:**

* Provides a clear, quantitative measure of engagement.
* Ensures recent activity is weighted higher, focusing efforts on active accounts.
* Helps align sales and marketing teams by identifying high-value accounts.

### Use Cases in Recotap:

**Prioritizing Accounts**:

* Identify highly engaged accounts (based on clicks, conversions, impressions, intent signals) and focus marketing efforts on these targets.

**Optimizing Campaigns**:

* Adjust campaigns based on engagement trends.

**Measuring ROI**:

* Use scores to assess the effectiveness of advertising campaigns in driving account engagement.

**Customizable Weighting**

* Teams can assign **higher weight to more critical signals** (e.g., **sales calls might carry more weight than ad clicks**).

**Decay**

* Forget traditional lead scoring method, instead use decay to keep the account score fresh & relevant over time.

<img src="https://mintcdn.com/recotap-f4946591/2wGgyDUu_0mRBwUd/images/14-account-scoring-image.png?fit=max&auto=format&n=2wGgyDUu_0mRBwUd&q=85&s=e36a1c56ae08d6866d19a7ddebaf01e2" alt="image.png" width="1370" height="333" data-path="images/14-account-scoring-image.png" />

## Key Attributes in the Scoring Model:

* **Increment**: Defines the points added to the account score for each activity.
* **Maximum Cap**: The upper limit of points that can be assigned for a specific activity.
* **Decay**: Represents the time duration after which the points start reducing to give more weightage to the fresh engagement.

For eg. If No. of days=1000, then 0.001 score will be decreased per day.

* **Score**: Indicates the value based on views, intent topics matched, or the number of qualifying activities according to the rules set for each intent signal.

## Overall Account Scoring Calculation

* The final score is determined by the **sum of individual intent scores** multiplied by their respective weights.
* **Customizable Weighting** – Teams can assign **higher weight to more critical signals** (e.g., **sales calls might carry more weight than ad clicks**).
* The **Overall Score** is a combination of different **intent signals**, each assigned a **weight** based on importance.
* **Each intent signal can be toggled ON/OFF** – Allowing customization of the scoring model.
* **Weights can be adjusted** – Users can increase or decrease the importance of each intent signal.
* **For instance, if each of the intent signals weighs 1**  – Meaning all intent signals contribute equally.

> 🔹 **Formula for Overall Score:**

* Overall Score = Weight \*(Advertising Activity)+Weight \*(Website Intent)+Weight \*(G2 Intent)+Weight *(Bombora Intent)+Weight*(Sales Activity)

### Intent Signals Included in the Overall Score:

1. **Advertising Activity** – Engagement from paid ads.
2. **Website Intent** – Behavior on the company’s website (where Recotap tracking code is being added)
3. **G2 Intent** – Buyer intent signals from G2 reviews, comparisons, and category views.
4. **Bombora Intent** – Market-wide research intent (accounts researching relevant topics on external platforms).
5. **Sales Activity** – Engagement with sales teams (e.g., sales calls, email clicks).

## Advertising Activity Scoring Breakdown:

<Info>
  Each activity scoring can be edited and customized as per one’s own ABM strategy.
</Info>

1. **Click**:
   * **Description**: Each ad click by a target account adds **1 point** to the account score if no increment value is set.
   * **Increment**: Recotap’s default value is fixed at **5 points per click**.
   * **Maximum Cap**: Not applicable.
   * **Decay**: Default value is 30 days.
2. **Conversion**:
   * **Description**: Each conversion event (e.g., form submission or specific engagement) adds **1 point** to the account score, if no increment value is set.
   * **Increment**: Each conversion contributes **10 points** by default in Recotap.
   * **Maximum Cap**: Not applicable.
   * **Decay**: Default value is 30 days.
3. **Impression**:
   * **Description**: For every ad impression (view), the account score increases by **1 point**, if increment value isn’t set.
   * **Increment**: Default value is set at **1 point per impression**.
   * **Maximum Cap**: Capped at **5 points per account**.
   * **Decay**: Points decay after **7 days** by default.

## G2 Intent Scoring Breakdown:

<Info>
  Each activity scoring can be edited and customized as per one’s own ABM strategy.
</Info>

Each account is assigned a **score** based on the type of engagement they have shown on G2. Different intent activities can be weighted differently to reflect **purchase intent intensity**.

| **Source**               | **Scores**                                                                            | **What Does It Mean?**                                                   |
| ------------------------ | ------------------------------------------------------------------------------------- | ------------------------------------------------------------------------ |
| Category Page Visits     | Score assigned are calculated per views                                               | Account visited a G2 category page (low intent).                         |
| Compared with Competitor | You can mention competitors names & assign a score that is to be calculated per views | The account compared your product with a competitor (medium intent).     |
| Search for Alternatives  | Score assigned are calculated per views                                               | Account searched for competing products (medium intent).                 |
| Profile Page Visit       | Score assigned are calculated per views                                               | Account visited your **G2 product profile** (high intent).               |
| Pricing Page Visit       | Score assigned are calculated per views                                               | Account viewed **pricing information**, indicating strong buying intent. |

## Website Intent Scoring Breakdown:

<Info>
  Each activity scoring can be edited and customized as per one’s own ABM strategy.
</Info>

Website activity is **scored** based on specific rules that define the importance of different pages. The higher the score, the **stronger the intent** from the visitor.

1. **Page-Based Scoring** – Different pages can be assigned different scores depending on their importance.
2. **Decay Mechanism** – Intent scores **reduce over time** if no further engagement happens (e.g., scores decay after **30 days**).
3. **Customization** – Users can **add rules** and define what web pages count as intent signals.

### Steps to add a rule:

1. **Select Web Page Condition:** Choose "Contains" or "Equals".
2. **Enter URL Keyword:** Example: If the URL contains “pricing,” it signals strong intent.
3. **Assign Score:** Increase or decrease score based on importance.
4. **Set Decay:** Define how long the score should remain before it **reduces** (e.g., 30 days).

💡Scores will be calculated from the top & are based on views. Therefore, rearrange the activities based on your priority.

## Sales Activity Scoring Breakdown:

<Info>
  Each activity scoring can be edited and customized as per one’s own ABM strategy.
</Info>

Each sales-related activity is assigned a **score** based on its level of intent. The higher the score, the **stronger the sales engagement**. Additionally, a **decay period** is applied, meaning that if no further activity occurs within a set timeframe, the score starts reducing.

| **Activity**            | **Scores**                                                                                      | **What Does It Means?**                                             |
| ----------------------- | ----------------------------------------------------------------------------------------------- | ------------------------------------------------------------------- |
| Sales Call (>1 minute)  | You can edit the conditions or add more & assign scores as per importance                       | A meaningful conversation happened, indicating **strong interest**. |
| Sales Call (\<1 minute) | Same as above                                                                                   | A brief call, likely **low engagement or rejection**.               |
| Sales Call (=1 minute)  | Same as above                                                                                   | Could be an okay conversation, likely **medium intent**             |
| Opened Email            | Scores will be calculated based on the no. of activities that match the defined rule conditions | The prospect opened an email but didn’t engage further.             |
| Clicked Link in Email   | Scores will be calculated based on the no. of activities that match the defined rule conditions | The prospect engaged with an email but hasn’t taken further action. |

## Bombora Intent Scoring Breakdown:

<Info>
  Each activity scoring can be edited and customized as per one’s own ABM strategy.
</Info>

* The **Bombora Intent Scoring Model** in Recotap assigns scores based on intent signals captured from Bombora. You will see a list of groups/topics that you have set here. You can assign scores against them.
* Users can edit Bombora rules by adding new intent topics or adjusting scores based on relevance.
* Scores will be calculated based on the number of Bombora Intent Topics that the accounts match

## How to Edit the Account Scoring Model?

* Click the three-dot menu (⋮) against each activity to edit the scores.
* Adjust the values for Increment, Maximum Level, Scores or Decay as per your scoring needs.
* Use the toggles to enable or disable limits (e.g., Maximum Level or Decay).
* Click Update to save changes.

## Determine Account Engagement aligning to the scores:

Engagement scores can be categorized into three levels based on their percentiles:

* **Hot**: Accounts in the top 80th to 100th percentiles (highest engagement).
* **Warm**: Accounts in the 60th to 80th percentiles.
* **Cold**: Accounts in the bottom 0th to 60th percentiles.

This categorization helps prioritize accounts for action.

> **Formula for Calculating Percentiles**

The percentile for a score can be calculated using the following formula:

\`		**P=(S−Min / Max−Min)×100**

Where:

* **P** = Percentile
* **S**= The individual score
* **Min** = Minimum score in the range
* **Max** = Maximum score in the range