Configuring Lead Score

Configuring Lead Score

Overview

Lead Score can be configured to evaluate a lead’s conversion potential based on lead stages, lead activities, and automated scoring rules.

  1. Lead Stage Score: Assigns a predefined score when a lead reaches a specific stage, based on counselor updates during telephonic interactions.
  2. Lead Activity Score: Updates dynamically based on interactions such as email engagement, application progress, SMS clicks, WhatsApp replies, and telephony activities.
  3. Automated Scoring: Configures predefined rules to automatically assign or adjust scores based on lead behavior and system-defined workflows.
Lead Score settings can be customized to define scoring criteria, adjust weightage for different actions, and automate score updates based on business requirements.

Lead Score Configurations based on Lead Stages

  1. Navigate to Settings icon  on the top right corner of the Meritto portal.
  2. Click on ‘CRM’ in the left menu.
  3. Move to the ‘Lead Stage’ tab in the CRM window.
  4. Lead scores based Lead stages can be configured under ‘Lead Stage and Sub stage Configurations’ section. 
  5. Expand the section using  . The expanded section reflects multiple default lead stages. You can:
    1. Edit the Lead Stage Names using  icon.
    2. Add lead scores from -10 to +10 corresponding to each lead stage. Scores are automatically applied to leads when assigned to that stage.
    3. Disable a specific lead stage using the Enable/Disable switch. Disabled stages will no longer be available for selection but will still be visible in reports and filters.
    4. Reorder the stages using drag-and-drop icon  to reorder the lead stages. The new order will reflect across the system.
    5. Click on Save for the changes to reflect.
Check this article for detailed information on ‘Configuring Lead Stages’.

Lead Score Configurations based on Lead Activities

  1. Navigate to Settings icon  on the top right corner of the Meritto portal.
  2. Click on ‘CRM’ in the left menu.
  3. Move to the ‘Lead Stage’ tab in the CRM window.
  4. Lead scores based on the activity can be configured under the ‘Lead Score’ section. 
  5. There are 6 sub-sections where you can configure lead scores based on multiple lead activities. You can use ‘i’ button to get further information about the sub sections.
  6. Add lead scores from -15 to +15 corresponding to each lead activity under each sub-section. Scores are automatically applied to leads whenever they perform these pre-defined activities. 
  7. Click on Save for each sub section once made changes to the lead score for the lead activities in each section.
  8. Pre Defined 6 sub-sections and lead activities are as follows:
    1. Lead Registration and Verification: Setup Lead Scores to be given for Lead Registration, Verification and Multiple Instances/ attempts
      1. Lead registered with an unverified Email/Mobile
      2. Lead has verified Email/Mobile while registering 
      3. Lead created his account 
      4. Secondary and Tertiary Attempt Captured 
      5. Lead uploaded offline with unverified Email or Mobile 
      6. Registration Attempt Captured 
      7. Lead has verified Mobile via OTP or Direct Login Link 
      8. Lead Registered through Email Bypass 
      9. Lead has verified Mobile Number through Amplify

    2. Application Activities: Setup Lead Scores to be given once a Candidate starts application or makes payment
      1. Applicant has logged-in 
      2. Applicant has started an Application 
      3. Applicant has completed a Form Stage 
      4. Student has initiated Application fee payment 
      5. Student has made the Application fee payment
      6. Student has printed the Application form

    3. Email Activities: Setup Lead Scores to be given based on different Email Activities like Open or Click etc.  You can configure the score based on whether the scores should be configured only for the first time or every time in case of email activities
      1. Email Delivered
      2. Email Opened
      3. Email Link Clicked
      4. Email Bounced
      5. EMail Invalid
      6. Email Unsubscribed
      7. Email Marked Spam 
      8. Email Dropped

    4. SMS Activities: Setup Lead Scores to be given based on different SMS Activities like Open or Click etc. You can configure the score based on whether the scores should be configured only for the first time or every time in case of email activities
      1. SMS Delivered
      2. SMS NDNC rejected
      3. SMS Blacklist
      4. SMS Dropped
      5. SMS Expired
      6. SMS MSG Inbox Full
      7. SMS Absent Subscriber
      8. SMS Invalid Subscriber

    5. Whatsapp Activities: Setup Lead Scores to be given based on different Whatsapp Activities like Read or Replied etc.  You can configure the score based on whether the scores should be configured only for the first time or every time in case of email activities:
      1. Whatsapp Delivered
      2. Whatsapp Read
      3. Whatsapp Reply
      4. Whatsapp Unsubscribed

    6. Other applicant activities: Setup Lead Scores to be given based on different Activities performed by the applicant or the counsellor
      1. Counsellor Added follow Up for Lead 
      2. Applicant raised a Query 
      3. Applicant provided Feedback on Query closure

    7. Telephony Activities: Setup Lead Scores to be given based on different Telephony Activities like Missed, Inbound and Outbound calls.
      1. Counsellor initiated Outbound call 
      2. Counsellor Outbound Success
      3. Counsellor received a call from applicant 
      4. Counsellor missed applicants call 
      5. Applicant Missed Counsellors Call

    8. Amplify Activities: Setup Lead Scores to be given based on different Amplify Broadcast Activities like Answered or Not Answered etc.
      1. Amplify Broadcast Answered
      2. Amplify Broadcast Not Answered

Conclusion

Lead Score configurations in Meritto help you quantify a lead’s engagement and conversion potential across stages, activities, and automated rules. By customizing scoring criteria and automating updates, you can prioritize high-intent leads, streamline counselor efforts, and drive more effective enrollment outcomes.

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