Campaign Score

  • Updated

Campaign scoring gives you a focused read on how contacts engage with one specific campaign, rather than their cumulative behaviour across everything you've ever sent them. It applies the same scoring rules you already use, but only to the assets inside a single campaign - so you can see which contacts responded to the webinar series, the nurture track, the product launch, and treat them accordingly.

Who does this: Marketing ops builds the campaign, the score sheet, and the list maintenance program. Campaign managers use the resulting segments for follow-up
Time needed: 20 to 30 minutes to stand it up end to end. Runs automatically after that
Why this matters: Overall behaviour score blends every interaction a contact has ever had. That's useful for sales routing but terrible for answering "who engaged with this launch?" Campaign score isolates the engagement tied to a single campaign so you can target follow-up precisely.
In plain English: Behaviour score answers "how hot is this contact, overall?" Campaign score answers "how hot is this contact, for this specific campaign?" You'll often want both - one feeds sales handoff, the other feeds campaign follow-up.
Quick Reference (Advanced Users) - Click to Expand
  • Create a campaign at Automation > Campaigns and add the assets (emails, forms, landing pages) you want to score.
  • Create or update a score sheet at Lists > Scoring Rules.
  • In a List Maintenance Program, add a Change Field Value step. Select the campaign + the score sheet + the target field.
  • Use the stored score in segmentation to build follow-up audiences.
Try it like this: Build a campaign for a webinar series, apply a score sheet that rewards opens, clicks, and form submits, and write the result to a field called Webinar Series Score. Segment contacts with a high score into a priority follow-up list.

Campaign score vs behaviour score

Act-On's standard behaviour score tracks every activity a contact performs, across your entire marketing programme. It's what shows up in contact reports and segmentation.

Campaign score uses the same rules but narrows the scope to one campaign's assets. For example:

  • A contact earns 5 points per form submission.
  • They submit 4 forms total, so their behaviour score = 20.
  • Only 1 of those forms is part of Campaign A, so their Campaign A score = 5.

Campaign score lets you isolate the engagement tied to a single campaign without disturbing overall scoring.

Create a campaign score

Step 1: Create the campaign

The campaign defines which assets count toward the campaign score.

  1. Go to Automation > Campaigns.
  2. Create a new campaign.
  3. Add the relevant assets - emails, forms, landing pages, and so on.

Step 2: Create or update a score sheet

Next, define how engagement should be scored.

  1. Go to Lists > Scoring Rules.
  2. Create a new score sheet or update an existing one.
  3. Assign values to the activities you care about, for example:
    • Email opens
    • Email clicks
    • Form submissions
    • Landing page visits

These rules will apply only to assets inside the campaign you just built.

Step 3: Write the campaign score to a field

Campaign scores aren't shown directly in reports. To use them anywhere else in Act-On, you need to write the score into a list field using a List Maintenance Program.

  1. Go to Automation > List Maintenance Programs.
  2. Open an existing program or create a new one.
  3. Open Program Steps and click Add Step.
  4. Choose Change Field Value.

Change Field Value step in a list maintenance program

In the step, select:

  • The campaign whose score you want to calculate
  • The score sheet to apply
  • The field where the campaign score will be stored

Step configuration showing campaign, score sheet, and target field

Act-On calculates the score using only the assets in the campaign and writes the result to the field you picked.

Use campaign score in segmentation

Once the score is stored in a field, you can target against it like any other contact attribute.

  1. Go to Segments.
  2. Create or edit a segment.
  3. Select your campaign score field as a condition.

Segment condition using the campaign score field

Segment preview showing matched contacts

Typical audiences to build from a campaign score:

  • Highly engaged campaign participants, for priority sales outreach
  • Contacts who clicked but didn't convert, for a nurture follow-up
  • Low-engagement contacts, for re-targeting or list hygiene

What to do next

Campaign scoring pays off when you combine it with segmentation and automation. Once the score is stored on a contact, you can:

  • Trigger follow-up automated programs based on engagement level
  • Send targeted messages to high-scoring contacts
  • Hand qualified campaign leads to your sales team

For broader scoring strategy, see Setting Up a Lead Scoring System.

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