Overview
Lead Score automatically evaluates every caller you talk to and rates them as a Good, Fair, or Poor lead, showing how well that person matches your ideal customer profile. Instead of listening back to calls or guessing which leads are worth chasing, you can glance at a lead's score and know right away whether to follow up first or move on. To make the most of this feature, we also allow you to set up your own Lead Score Criteria, which can help CallRail determine if a caller is the perfect match for you.
Before you begin
- Your account must be on a Premium Conversation Intelligence or Voice Assist plan. Lead Score is not available on other plans.
- Getting data from Voice Assist calls requires a Voice Assist plan.
- A completed call is required for a lead to be scored. Text messages and form submissions are used as extra context once a score exists, but they do not create a score on their own.
- To set up Lead Score Criteria (see below), you need to be either an admin or a manager on the account.
How Lead Score works
After a call finishes, CallRail reviews the conversation and scores the person you spoke with, not just that one call, across four areas:
- Need: how clearly the caller described a problem you can solve
- Fit: how well the caller matches the type of customer you serve
- Timeline / Urgency: how soon the caller is looking to move forward
- Interest / Intent: how engaged and ready to buy the caller seemed
Each area contributes up to 25 points, for a combined score out of 100. CallRail also groups scores into bands so you can scan for hot leads at a glance: Very Good, Good, Fair, Poor, Very Poor.
If the same person calls, texts, or submits a form again, the information from that interaction will be taken into account in the lead score. However, only a new phone call will update the score in your CallRail account.
Using Lead Score Criteria
First: complete your Business Profile
Your Business Profile tells CallRail what your business does and who your ideal customers are. Without it, Lead Score has much less to work with. To find your business profile:
- In CallRail, click Settings.
- Select the company you want to configure.
- Go to Workflow, then Business Profile.
Lead Score is only as accurate as the information CallRail has about your ideal customer. Two things make the biggest difference:
Set up Lead Score Criteria
Lead Score Criteria lets you describe, in your own words, what makes a lead a great fit for your business, and what should count against a lead. This is the most direct way to fine-tune your scores.
Nothing you enter here affects your Lead Scores until you save. If your account is new, CallRail may pre-fill a draft of your ideal lead description based on your website. Review it, edit as needed, and save it to approve.
If you have an existing account and would like CallRail to pre-fill a draft of your business’s lead score criteria, you will need to input your business’s URL in the Business Profile section. Please note that if you do this, your existing business profile will be overwritten, and any edits you made will need to be done again.
Describing a strong match in the Ideal lead field tends to raise scores across all four areas referenced above (Need, Fit, Urgency, Intent). Describing a trait in What to screen out tends to lower the Fit area. These criteria take priority over your Business Profile and general scoring guidelines, so use them to steer your scores toward what matters most to your business.
Where to find Lead Score
- Open the Person Timeline for any lead to see their current score alongside their call, text, and form history.
- Go to the Unique Callers report to see and filter scores across all of your leads at once, including a filter for each score band. You will also see an explanation of of the scores and criteria used by clicking on the Open explanation icon,
- Individual call, text, and form detail pages also show that person's latest Lead Score.
- If you use CallRail's API, webhooks, or a connected integration such as Zapier, Salesforce, or HubSpot, Lead Score and its explanation are also included there, so you can route or prioritize leads in the tools you already use.
If you use CallRail's API, webhooks, or a connected integration such as Zapier, Salesforce, or HubSpot, Lead Score and its explanation are also included there, so you can route or prioritize leads in the tools you already use.
Frequently Asked Questions
Does Lead Score change how I use call scoring or Lead Qualification today?
No. If you mark leads as qualified or unqualified today, you can continue to do so. Lead Score is a separate, automatic 0 to 100 score for accounts on PCI or VA plans.
Will texts or form submissions on their own give a lead a score?
No. Only a completed call starts scoring for a person. Texts and forms tied to that person are used as supporting context once scoring has started.
Who can set up Lead Score Criteria?
Only users with an admin or manager role can view and edit Lead Score Criteria, and it is configured separately for each company on your account.
I don't see a way to sort my call log by Lead Score. Where can I do that?
Lead Score isn't currently a column in the call log. Use the Unique Callers report to sort and filter leads by score.