# Lead scoring: what it is and how it works · Zorraquino
> Lead scoring assigns a rating to contacts or opportunities according to criteria of fit, interest or behaviour.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/lead-scoring.html

# Lead scoring

Lead scoring assigns a rating to contacts or opportunities according to criteria of fit, interest or behaviour

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It helps to prioritise follow-up and should be reviewed against real results. It can use rules or predictive models. A high score does not prove purchase intent: it is an estimate whose usefulness depends on the data and on the definition of success.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Variants and linked concepts

- **Scoring.** Scoring is a rating based on criteria. In lead generation it should be explained what data it uses and what decision it helps to make.

## Related concepts

- [Lead](https://www.zorraquino.com/en/dictionary/digital-marketing/lead.html)
- [Lead magnet](https://www.zorraquino.com/en/dictionary/digital-marketing/lead-magnet.html)
- [Lead nurturing](https://www.zorraquino.com/en/dictionary/digital-marketing/lead-nurturing.html)