Glossary / Intent scoring
What is intent scoring?
Intent scoring is the practice of assigning each shopper a numeric score that reflects how likely they are to buy, based on behavioral signals like product views, repeat visits, and cart or checkout activity.
Intent scoring works by weighting shopper actions. Stronger buying signals, such as adding to cart or starting checkout, raise the score more than lighter signals like a single page view. Returning to the site, viewing the same product repeatedly, and engaging with ads, email, or SMS all contribute.
The result is a ranking. Instead of a flat list of contacts, a brand can see which shoppers are showing real purchase intent and prioritize them, rather than spending equally on everyone who visited.
Intent scoring is most useful when it gates an action. For example, only shoppers above a chosen score are routed into a follow-up flow, so budget and sender reputation are spent where readiness to buy is highest.