Understand CJM Scoring
Read the score, Fit, Intent, Activity, and quality labels shown for a profile.
What the score helps you understand
CJM shows a profile score and a quality label to help prioritize follow-up. Open Profiles, select a profile, then use the score breakdown in Overview. The same quality segments can also appear in the Dashboard's lead-quality breakdown.
The score is an indicator, not a promise that a person will buy. Read it with the profile's activity, answers, campaign context, and pipeline state.
Read Fit, Intent, and Activity
The profile overview shows three areas. They help you understand why a profile needs attention; they do not reveal the score's internal calculation.
| Area | What it helps you understand |
|---|---|
| Fit | How closely the available information resembles the profile you want to reach. |
| Intent | Whether there are signs of interest or progress toward a possible commercial conversation. |
| Activity | How significantly and recently the profile has interacted with the website or project. |
For example, a profile can be very active without yet matching the profile you want to reach; another can have strong Fit but show little Intent. Use these differences to decide whether to check answers, activity, or commercial context before contacting the person.
Choose categories in Lead Forms
When you configure a question in Setup → Lead Forms, choose a category that describes the meaning of the information you collect:
- choose Fit for a question that helps determine whether the person matches the profile you want to reach;
- choose Intent for a question that helps identify interest, need, or readiness to move forward;
- use contact categories for the information needed to contact the person, without using it to describe Fit or Intent.
The category makes a profile and its responses easier to read. Publish the draft before expecting new questions to appear in collected data. See Configure answers and score.
Use the score carefully
A profile with little information can have a low or incomplete score. Before interpreting it, check that the correct project is selected, the form is published, and the Pixel or CRM is sending data.
Quality labels help order and compare profiles, but do not replace human judgment. CJM does not expose formulas, weights, thresholds, or internal scoring rules in this guide.