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title: Einstein Behavior Scoring
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/pardot_einstein_behavior_scoring.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.pardot_einstein_behavior_scoring.htm&release=264.0.0&type=5
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description: Einstein Behavior Scoring identifies prospects whose behavior suggests that they’re ready to buy, and scores them based on Einstein’s engagement model. After you turn on the feature in Marketing Setup, decide where to show scoring data. To get a picture of how Einstein creates your scoring model, set up B2B Marketing Analytics and include the optional Einstein Behavior Scoring dashboard.
products:
  - Marketing
  - Marketing Cloud Account Engagement
release: "264"
---
# Einstein Behavior Scoring

Einstein Behavior Scoring identifies prospects whose behavior suggests that they’re ready to buy, and scores them based on Einstein’s engagement model. After you turn on the feature in Marketing Setup, decide where to show scoring data. To get a picture of how Einstein creates your scoring model, set up B2B Marketing Analytics and include the optional Einstein Behavior Scoring dashboard.

### Required Editions

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small edition"><colgroup><col></colgroup><tbody><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;">Available in: <span>Account Engagement <strong>Advanced</strong> and <strong>Premium</strong> Editions</span> with Salesforce <strong>Enterprise</strong>, <strong>Performance</strong>, and <strong>Unlimited</strong> Editions</td></tr></tbody></table>

Einstein Behavior Scoring is available in Salesforce list views and Lightning pages, and as criteria for workflow rules and Process Builder. You can also find behavior scores as criteria in Engagement Studio and automation tools, and in the Insights section of a prospect record.

- **[Considerations for Behavior Scoring](https://help.salesforce.com/s/articleView?id=mktg.pardot_einstein_behavior_scoring_considerations.htm&release=264.0.0&type=5)**  
    When you’re using Einstein Behavior Scoring, keep these considerations in mind.
- **[How Behavior Scoring Works](https://help.salesforce.com/s/articleView?id=mktg.pardot_einstein_behavior_score_how_it_works.htm&release=264.0.0&type=5)**  
    Einstein Behavior Scoring uses machine learning to uncover the most influential behavior signals across past and current prospect engagement. For each prospect, Einstein considers all types of prospect engagement activities, and identifies positive and negative interactions. An evolving Einstein scoring model weights each activity and assigns a score from 0 through 100.
- **[Enable Einstein Behavior Scoring](https://help.salesforce.com/s/articleView?id=mktg.pardot_einstein_behavior_scoring_setup.htm&release=264.0.0&type=5)**  
    To add behavior scores to lead and contact pages and list views in Salesforce, first enable Einstein Behavior Scoring for Account Engagement.
- **[The Einstein Behavior Scoring Dashboard](https://help.salesforce.com/s/articleView?id=mktg.pardot_einstein_behavior_scoring_dashboard.htm&release=264.0.0&type=5)**  
    A dashboard is available to show how each type of engagement activity impacts your Einstein Behavior Scoring model. This optional dashboard can be turned on during setup for the B2B Marketing Analytics app. After you add Behavior Scoring components to your pages, head over to Analytics Studio to add the dashboard and see how Einstein calculates the scores.