Scoring Engine Overview

Article author
Matthew Charles
  • Updated


In Apollo, you can define Score Rules to automatically rank potential Contacts and Accounts based on the demographics and behaviors that are most important to you. This information defines your Scoring Model.

One Score to Rule Them All

Please note, Score Rules are not related to the Apollo Rules Engine. Score Rules define your Scoring Model while the Rules Engine helps you automate actions in Apollo that would otherwise require manual input. Read the Create Automation in the Rules Engine article if you're looking for information about the Rules Engine.

Before you proceed, you should first identify your Ideal Customer Profile (ICP). With a clear idea of your ICP, you can use the Apollo Analytics tool to refine your data. You can then leverage Score Rules to rank the most important criteria for each ICP.

Apollo uses the Score Rules that you define to filter Contact and Account results so that they remain relevant to your ICP.

Score Rules

You can assign a numerical value to rank your criteria in order of importance. The higher the number you assign to a criterion, the more important Apollo ranks it. You can use the historical data from your Score Rules to inform how you adjust the rules to your liking.

Historical Data

For more information on how to create Score Rules and a Scoring Model, read the Create a Scoring Model article.

How'd I Even Get This Report?

Please note, each report in your Scoring Model references the opportunity-based metrics from the Apollo Analytics tool.

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Create Multiple Scoring Models

Your Scoring Model is a complete set of Score Rules that you enable in Apollo. You can create as many Scoring Models as you like.

Scoring Model

However, only 1 Scoring Model can be active at a time.

Active Model

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Sync Your Scoring Model(s) With Salesforce

You can sync the results from your Scoring Model with Salesforce. You need to map the relevant field from Apollo to Salesforce to sync this information.


Patience, Young Padawan

Please note, it can take Apollo up to 24 hours to sync the information from your Scoring Model with Salesforce.

For step-by-step instruction to sync Salesforce with your Scoring Model, read the Create a Scoring Model article.

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Define Your Scoring Criteria

Apollo breaks down the Scoring Rule filters into 2 types: Demographic and Behavioral. Refer to the table below for a list of the Account and Contact filters you can use to make a Scoring Model.

Score Type Account Contact

# Employees

# Employees by Department


Venture Funding

  • Total Funding Amount
  • Last Funding Round Type
  • Last Funding Round Date
  • Last Funding Round Amount


  • City / State / Country / Zip




Alexa Rank


# Retail Locations






Account Stage

Account Owner

Account List

Custom Fields

  • Product Release Announcement
  • Account Add-Ons
  • Yearly Fiscal Review

Contact Stage

Contact Owner

Contact List

Contact Engagement

  • # Times Clicked
  • # Times Opened
  • Last Clicked At
  • Last Opened At
  • Bounced

Contact Email Availability

  • Email Status
  • Confidence %

Custom Fields

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