## Overview

**Engagement & Lead Score** measures how engaged each **contact** is and computes a configurable
**lead score**. Every relevant interaction becomes an event on a **timeline** tied to the contact —
and that timeline **survives** even if the originating conversation or deal is deleted, because the
events are stored independently.

You define an **event catalog** (a kind of behavior "pixel"), organize the events into **point
groups** and assign **weights** to each one. Real product events — messages, deals, follow-ups,
payments, bookings, catalog sales, emails — are mapped to that catalog and add (or don't add) points
according to the weight. With this, your team prioritizes the hottest leads.

This module is the **lead axis** (the contact), complementary to the Sales module, which is the
**actor axis** (the rep). When it makes sense, the same event can grant **dual credit**: engagement
points for the contact and, if the actor is a rep, XP for the rep in the Sales module.

## Prerequisites

- The **Engagement & Lead Score** module enabled for the account (optional feature, turned on by an
  administrator/operator).
- The **engagement management** permission to configure the event catalog, groups and weights.
- Real events flowing through the platform (conversations, messages, CRM, payments, calendar,
  follow-ups, catalog) to feed the scoring.
- For the rep's dual XP credit, the **Sales & Gamification** module must also be enabled.

## Step by step

1. **Build the event catalog.** Register the events you want to track (each with a name, group, icon
   and default points).
2. **Define the point groups.** Group events by theme (for example, support, purchase, marketing).
3. **Adjust the weights.** Give more points to the most important events; use **weight 0** to just
   record (track) without scoring.
4. **Choose the dedup policy** per event: count always, once per contact, or with an interval
   (cooldown).
5. **Track the timeline.** On the contact panel, see the engagement timeline and the **lead score**.
6. **Prioritize and segment.** Sort lists by score and build segments of the hottest leads.
7. **(Optional) Track external events.** Use the tracker (pixel) with a token to record events outside
   the platform.

## Settings & options

- **Event catalog (definitions)**: key, name, group, icon, default points and whether it's active.
- **Point groups**: named counters that add points by theme.
- **Weights**: score per event (including **0** to record without scoring).
- **Deduplication**: count always, once per contact, or with a cooldown (configurable interval).
- **Lead score**: overall and per-group score, shown on the contact and usable to sort/segment.
- **Dual credit**: the same event can score the contact (engagement) and the rep (XP in Sales).
- **Tracker (pixel)**: a public token-verified endpoint for external events.
- **Retention**: an optional retention period for the timeline events (no point decay in v1).

## Use cases

- Prioritize the lead queue by the contacts with the highest score.
- Create a "hot leads" segment for a targeted sales action.
- Track a contact's journey on a single timeline, even after archiving conversations.
- Record behaviors outside the platform (a page visit, an email open) via the pixel.

## Tips, limits & best practices

- Start with a few high-value events; refine the weights over time.
- Use weight 0 to trial a new event before deciding how much it's worth.
- Pick the right dedup policy to avoid inflating the score (e.g., "once per contact" for sign-ups).
- Remember: in v1 there's no point decay — the score is cumulative.

## Troubleshooting

- **The lead score doesn't change**: confirm the event is active in the catalog, with weight greater
  than 0, and that real events are happening.
- **An event counted too much**: review the dedup policy (you may need "once per contact" or a
  cooldown).
- **The timeline disappeared after deleting a conversation**: it doesn't disappear — engagement events
  are preserved independently of the source.
- **The external pixel isn't recording**: check the tracker token and the request limits.

## See also

- [Sales & Gamification overview](/hc/ajuda/articles/sales-gamification-overview-en)
- [Sales management: portfolio, per-rep isolation and goals](/hc/ajuda/articles/sales-gamification-gestao-de-vendas-carteira-metas-en)
- [Gamification, leaderboard, rewards and commissions](/hc/ajuda/articles/sales-gamification-gamificacao-leaderboard-recompensas-comissoes-en)
- [Real-time wallboard (TELÃO)](/hc/ajuda/articles/sales-gamification-telao-wallboard-en)