Which HubSpot plans include lead scoring?
Lead scoring needs a Professional or Enterprise edition of Marketing Hub or Sales Hub. HubSpot's lead scoring overview (updated 3 November 2026) lists those four, and the free tools and Starter editions don't appear in its list. What you can score depends on the hub: contact scores are Marketing Hub only, deal scores are Sales Hub only, and company scores work in either.
HubSpot's Product and Services Catalog sets the number of scores and the starting prices. As shown on 4 November 2026, in US dollars:
| Edition | What you can score | Scores allowed | Starting price and onboarding |
|---|---|---|---|
| Free tools, Starter | Lead scoring not listed | None | Starter from $20 a month per Core Seat |
| Sales Hub Professional | Companies and deals | 5 | $100 a month per Sales Seat, plus $1,500 one-time onboarding |
| Marketing Hub Professional | Contacts and companies | 5 | $890 a month with 3 Core Seats and 2,000 marketing contacts, plus $3,000 one-time onboarding |
| Sales Hub Enterprise | Companies and deals | 10 | $150 a month per Sales Seat, billed annually, plus $3,500 onboarding |
| Marketing Hub Enterprise | Contacts and companies, plus scores built with AI | 50 | $3,600 a month, billed annually, with 5 Core Seats, plus $7,000 onboarding |
If your leads are mostly people rather than accounts, the $2,700 route won't score them. Decide what you need to rank before you pick the hub.
How does HubSpot calculate a lead score?
A HubSpot score is the sum of points from rules you write, grouped and capped. The overview article describes three kinds of score:
- Fit uses property values, such as job title, company size or region.
- Engagement uses events, such as page visits, form submissions, email clicks and meetings.
- Combined holds both, and creates three properties: total, fit and engagement.
Rules sit in groups. Each group can have its own cap, and the whole score has a limit (100 by default). Points can be added or subtracted, so an unsubscribe can take points away. HubSpot's own example: a sales group capped at 60 and a marketing group capped at 40. A contact who books a meeting (10 points), opens two marketing emails (2 points each) and clicks three email links (5 points each) scores 10 + 4 + 15 = 29.
Three details change results more than people expect:
- Score decay. For event groups you can reduce an event's points every 1, 3, 6 or 12 months. HubSpot's example: a 10-point form fill with 50% decay a month is worth 5 points after a month and 0 after another 30 days.
- Score together vs individually. With fit rules, scoring several values together adds points once; with engagement rules, each matching event adds points.
- Thresholds. Fit and engagement scores get High, Medium and Low labels. Combined scores get A1 to C3, where the letter is fit and the number is engagement, so a poor fit who is very active is C1.
None of the labels are hot, warm or cold. If your team talks in temperatures, our definitions of hot, warm and cold leads map the signals, and you can set your HubSpot thresholds to match.
How do you set up lead scoring in HubSpot?
Go to Marketing, then Lead Scoring, and click Create score. These steps come from HubSpot's build lead scores article (updated 3 November 2026) and are for HubSpot in a desktop browser:
Open the tool
Click More, then Marketing, then Lead Scoring. If More isn't there, go to Marketing, then Lead Scoring directly. You need Edit permissions for Lead Scoring.
Pick the object and type
Click Create score, choose Contacts, Companies or Deals, then a fit, engagement or combined score (deal scores are combined by default). Click Create and name the score.
Add groups and rules
Click + Add property group for fit rules and + Add event group for engagement rules. Set each rule to add or subtract points, and give each group a cap.
Choose who gets scored
On the Contacts, Companies or Deals tab, score all records with exclusion segments, or only records in segments you pick.
Set thresholds
On the Settings tab, rename the score properties and set the ranges for High, Medium and Low, or for the A to C letters and 1 to 3 numbers.
Test, then turn on
Click Test a contact (or company or deal) to see which rules a real record matches, or Preview distribution to see the spread. Then click Review and turn on. Scores are worked out back in time from existing data.
The testing article notes that in large accounts the distribution preview uses a sample, such as 20% of eligible contacts. Once the score is on, a workflow can assign an owner when a contact reaches your High threshold, which is the routing example HubSpot gives.
What should a small B2B team's first HubSpot score look like?
Start with one combined contact score, two groups of 50 points, and no more than eight rules. This template is our example for a team selling to small companies; swap in your own titles, sizes and pages.
Worked example, with an invented contact. Priya at Acme is a founder (20), Acme has 45 staff (15) and is in a country you serve (15): fit is 50. Priya opened five marketing emails (capped at 3), visited pricing twice this month (10, since the rule says at least once) and filled in the contact form a month ago (15 halved to 7.5 by the 50% decay). Engagement is 3 + 10 + 7.5 = 20.5, the total is 70.5, and the label is A2: right person, warming up.
Two choices in the template follow HubSpot's rules. Decay isn't supported on rules filtered by time frame, so the pricing rule uses "in the last 30 days" and the form rule uses decay. And email opens are capped because they are the easiest event to rack up. For choosing criteria from your best and worst customers, our lead scoring framework for teams without a data team walks through it in an afternoon.
Does HubSpot have predictive lead scoring?
Yes, on Enterprise. HubSpot's predictive lead scoring article says Marketing Hub Enterprise and Sales Hub Enterprise get two contact properties: Likelihood to close, the percentage chance a contact becomes a customer in the next 90 days, and Contact priority, which puts contacts into tiers of 25% each from Very High to Low. Its inputs include page views, email activity, form conversions, logged notes, meetings, whether the email is a free domain, and company data from Breeze. You can't edit either property, and HubSpot says that with its blackbox model "it's not possible to know exactly how each input contributes to a contact's score."
HubSpot's help pages describe four AI scoring options, and they are easy to mix up:
| Option | Edition | What it does | Can you see why? |
|---|---|---|---|
| Discover AI rules | Marketing or Sales Hub Professional and Enterprise | Suggests rules from events that came before a stage change in the last 90 days | Yes, you add and edit the rules |
| Create score with AI | Marketing Hub Enterprise | Builds a contact score from contacts who moved between two lifecycle stages; needs at least 25 converted and 25 non-converted contacts | Yes, it writes editable criteria |
| Likelihood to close | Marketing or Sales Hub Enterprise | A 90-day close probability for each contact | No, it can't be edited |
| Deal score | Sales Hub or Smart CRM Professional and Enterprise | Win probability for open deals, with the top five factors on the deal card | Partly: five key factors, with a Sales Seat |
For a small team, the 25 and 25 minimum matters: if fewer than 25 contacts converted in your chosen time frame, the AI score can't be built. A hand-written score works from day one.
What happened to the old HubSpot score property?
It stopped updating on 31 August 2025. A post in HubSpot Community's Releases and Updates category from 23 April 2025 set the dates: no new score properties from the old tool after 1 May 2025, no edits after 1 July 2025, and old properties stopped updating on 31 August 2025. The same post said the new Lead Scoring tool was available for Marketing Hub Professional and Enterprise accounts.
So a guide that builds your score as a property in the old scoring tool describes something that no longer updates. Rebuild the score in Marketing, then Lead Scoring, and point your lists, workflows and reports at the new property. HubSpot's overview shows how: open the score property and look at its Used In tab.
If you are on the free tools or Starter, you can still rank leads by hand, for example in a spreadsheet. Our guide to sorting 1,000 leads by fit, intent and recency has sheet formulas for that. Siela's Lead Finder takes a different route for outbound: it scores each lead it finds hot, warm or cold with a one-line reason and saves it to its built-in CRM, and HubSpot can be connected (see what the HubSpot connection does).
This week: list the five rules your best customers would have met, and test them on five real contacts with Test a contact before you turn anything on.
Frequently asked questions
Is lead scoring available in HubSpot Starter?
No. HubSpot's help pages list lead scoring for Marketing Hub and Sales Hub Professional and Enterprise, and its product catalog shows no scores for Starter editions, as checked on 4 November 2026. On Starter you would need to rank leads yourself, for example in a spreadsheet, because nothing in the edition adds points for you.
What is the difference between fit and engagement scores in HubSpot?
A fit score uses property values that describe who someone is, such as job title, company size or region. An engagement score uses events that show what they did, such as visiting pages, submitting forms or booking meetings. A combined score holds both and gives a letter for fit and a number for engagement, from A1 to C3.
How many lead scores can you create in HubSpot?
It depends on the edition. HubSpot's product catalog shows 5 scores on Marketing Hub Professional and 50 on Marketing Hub Enterprise, and 5 on Sales Hub Professional and 10 on Sales Hub Enterprise, as checked on 4 November 2026. Most small teams only need one or two: one for new leads and perhaps one for companies.
Does HubSpot lead scoring update automatically?
Yes. When you turn a score on, HubSpot scores records using their past data, then keeps updating the score property as properties change and new events happen. If you edit the score, it recalculates everyone. Score decay, if you turn it on, lowers the points from older events over time.
How accurate is HubSpot predictive lead scoring?
HubSpot's predictive lead scoring help page gives no accuracy figure (checked 4 November 2026). It says the model is a blackbox, so you can't see how each input affects a contact's score. Judge it yourself: save one list of contacts marked Very High and one marked Low today, because Contact priority changes to Closed won once a contact becomes a customer, then after a quarter count how many in each list became customers.
Sources
- HubSpot Knowledge Base: Overview of the lead scoring tool (updated 3 Nov 2026, checked 4 Nov 2026)
- HubSpot Knowledge Base: Build lead scores to qualify contacts, companies, and deals (updated 3 Nov 2026, checked 4 Nov 2026)
- HubSpot Knowledge Base: Test records in lead and health scores (updated 24 Aug 2026, checked 4 Nov 2026)
- HubSpot Knowledge Base: Determine likelihood to close with predictive lead scoring (updated 11 Jan 2026, checked 4 Nov 2026)
- HubSpot Knowledge Base: Use AI insights to score records based on high-impact events (updated 14 Aug 2026, checked 4 Nov 2026)
- HubSpot Knowledge Base: Build contact lead scores with AI (updated 14 Aug 2026, checked 4 Nov 2026)
- HubSpot Knowledge Base: Predict likelihood to close with deal scores (updated 8 Dec 2025, checked 4 Nov 2026)
- HubSpot Product and Services Catalog: Products (checked 4 Nov 2026)
- HubSpot Community: Migrating from legacy scoring to the new lead and health scoring apps (23 Apr 2025, checked 5 Nov 2026)