Short answer: it depends on the rule type. General behaviour rules count every visit. Asset-specific rules count each unique page only once. Here's the detail.
Who does this: Anyone tuning scoring rules in Act-On
Time needed: 2 minutes to read
Why this matters: If you don't realise which rule type you're using, a contact could score 50 points from ten visits to the same page, or just 5 from one. Knowing which behaviour Act-On counts cumulatively vs uniquely lets you tune the rules to reflect real buying intent.
In plain English: "Visited any web page" is a general rule - it counts every visit. A rule for a specific URL like your pricing page is asset-specific - it counts once per contact. Use the general rule for volume signals, and asset-specific rules for "this page means they're ready."
How repeat visits are counted
- General behaviour rules (for example, "Visited any web page") accumulate. Every visit adds the rule's point value again.
- Asset-specific rules (for example, a rule targeting the pricing page by URL) count once per contact. Subsequent visits to the same page don't add more points.
This mirrors how Act-On treats message opens, form views, and other behaviours. If you want repeat engagement with a specific asset to keep adding to the score, use a general rule. If the behaviour should only count the first time (for example, visiting the pricing page is "enough of a signal" on its own), use an asset-specific rule.
For the full model, see Lead Scoring Rules Overview.