--- schema_version: "1" id: f07ab88bd5fdce46e2c871564452a81a103c73ed586f97fa4805707c7db03c7d title: Understand How Einstein Scores Your Leads collection: admin version: current locale: en-us portal_url: https://docs.salesforce.com/admin/current/en-us/ai/264-0-0/einstein_sales_els_how_it_works.md canonical_url: https://help.salesforce.com/s/articleView?id=ai.einstein_sales_els_how_it_works.htm&release=264.0.0&type=5 source_site: help.salesforce.com content_type: documentation content_hash: 2044704b568c379c83f9d1a3c69359d05cbe3d1e1cc09dda4390fd93ad29171a description: Learn about the process Einstein uses to determine which of your leads to prioritize. products: - Sales - Cross Cloud release: "264" --- # Understand How Einstein Scores Your Leads Learn about the process Einstein uses to determine which of your leads to prioritize. ### Required Editions
Available in: Lightning Experience and Salesforce Classic. Lead Scores available in list views and record detail pages in the Salesforce app.
Available with Sales Cloud Einstein, which is available for an extra cost in: Enterprise, Performance, and Unlimited Editions
Einstein Lead Scoring uses data science and machine learning to discover the patterns in your business’ lead conversion history, and to predict which current leads to prioritize. By using machine learning, Einstein Lead Scoring provides a simpler, faster, and more accurate solution than traditional rules-based lead scoring approaches. ## The Scoring Model Einstein analyzes your past converted leads, including custom fields and activity data, to determine your conversion patterns. It then identifies which of your current leads have the most in common with your prior converted leads. Based on this analysis, Einstein builds one or more scoring models for your organization. During setup, Salesforce admins can choose to score all of your leads together, or group leads into segments based on field criteria. Einstein builds a separate scoring model for each lead segment. For each lead segment, admins can also choose to omit certain lead fields. When Einstein builds your scoring model, the omitted fields are ignored. When you score all leads together without creating segments, and you don’t have enough lead conversion data to build your own predictive model, Einstein uses a global model. The global model uses anonymous data from many Salesforce customers. When you accumulate enough lead data, Einstein builds a scoring model with your data and uses the model with the better results. Einstein models are refreshed every 10 days, or whenever the admin updates how Lead Scoring is configured. Lead scores are updated at least every six hours as needed. ## Factors That Contribute to Scores With each lead score, Einstein displays the lead’s field values that have the most significant positive and negative effects on its score. These fields are the lead’s top positives and top negatives. Sometimes, a lead’s score is due to a combination of several fields with only slight positive or negative effects, rather than a few very positive or very negative fields. In this case, Einstein doesn’t display top positives or top negatives for the lead. ## When Scores Don’t Appear Sometimes, a score doesn’t appear on a particular lead for any of these reasons. - The scores haven’t been calculated yet because Einstein Lead Scoring was recently enabled. It can take around 24 hours before scores are available. - The lead was added a few hours ago. - The lead wasn’t modified in the 6 months before Einstein Lead Scoring was turned on. - The lead has had no activities or updates in the last 90 days. - The lead doesn’t meet the criteria for any lead segments. - The lead’s Status value is unqualified or similar. - The lead is in a lead segment that doesn't contain enough data to train a scoring model. ## When Scores Don’t Change Sometimes, a score doesn’t change on some leads any of the following reasons. - A previously scored lead hasn’t been modified in 6 months. - The lead was converted. - Your admin chose to score all leads together in one group, but the amount of lead conversion data in your org falls below the minimum requirements for scoring leads. When there isn’t enough data, scores don’t update until more data becomes available. - Your admin chose to score your leads in separate segments, and the lead is in a segment that falls below the minimum data requirements for scoring leads. #### See Also - [Einstein Lead Scoring](https://help.salesforce.com/s/articleView?id=ai.einstein_sales_lead_insights.htm&release=264.0.0&type=5 "Use AI to score your leads by how well they fit your company’s successful conversion patterns. Let your sales team prioritize their leads by lead score. See which fields influence each lead score most.") - [Enable Einstein Lead Scoring](https://help.salesforce.com/s/articleView?id=ai.einstein_sales_setup_enable_lead_insights.htm&release=264.0.0&type=5 "Give your sales team access to scores that help them prioritize leads. Turn on Einstein Lead Scoring, and then select a lead conversion milestone to use, which leads to score, and which lead fields to consider during scoring.")