Anvil's lead score is the single most useful number in your pipeline — but only if it reflects your definition of a good customer. This guide shows how to tune it.
Every lead gets a 0-100 score composed of three signals:
The score updates in real time as new activity arrives, and leads are bucketed into tiers: HOT (80-100), WARM (60-79), NURTURE (30-59), and COLD (0-29).
Fit scoring is only as good as your ideal-customer profile. Under **Settings > AI > Scoring**, specify your target industries, company-size range, and priority regions. The sharper your ICP, the more the score separates genuine prospects from noise.
The default 30/50/20 split suits most teams, but adjust it to your motion:
Change weights per project, not globally, so each campaign scores against its own goals.
Turn scores into workflow. Common thresholds:
Wire these up with [webhooks](/docs/integrations/webhooks) or pipeline stage triggers.
Track conversion rate by tier in **Analytics > Reports**. A healthy configuration shows HOT leads converting at several times the rate of WARM. If HOT and WARM convert similarly, your threshold is too low — tighten the ICP or raise the Intent weight.