Impact Score Setup

Understanding Impact Scoring and Impact Score Attribution

Impact Scoring helps you measure the relative value of marketing and sales engagement in Channel99. It combines activities such as website visits, sales calls, events, leads, and opportunities into a single configurable score.

You can use that score to identify highly engaged companies, compare marketing performance, create audiences, and attribute pipeline or closed-won revenue according to the activities your organization values most.

What is an Impact Score?

An Impact Score is a weighted total of the qualifying activities associated with a company, vendor, campaign, ad group, or keyword.

Each activity type is assigned a weight. Channel99 multiplies the number of qualifying activities by their configured weights and combines the results.

For example, suppose your organization assigns these weights:

If a company receives 10 impressions, makes two visits, attends a webinar, and participates in one sales call, its illustrative score would be:

(10 × 0.1) + (2 × 1) + (1 × 10) + (1 × 20) = 33

A higher Impact Score means the company accumulated more—or more highly weighted—engagement during the selected reporting period.

Impact Score is not a probability that a company will purchase, and it is not a monetary value. It is a relative engagement measure based on the model your organization configures.

What can be included in the score?

The available scoring metrics are grouped into four categories.

Digital engagement

• Impressions
• Website visits
• Online view-through visits
• Engaged companies

Pipeline activity

• Leads influenced
• Open opportunities
• Closed-won opportunities
• Closed-lost opportunities

Offline campaign engagement

• Webinars
• Conferences
• Field events
• Trade shows

Because these values come from your CRM configuration, the available campaign types may differ between Channel99 instances.

Sales activity

Channel99 can also score supported CRM activities, such as:

• Calls
• Emails
• Events
• Tasks
• List emails

How to configure Impact Scoring

An administrator can configure the scoring model from:

Company Settings → Impact Scoring

To configure the model:

1. Turn on Custom Scoring Model.
2. Review the available metrics in each category.
3. Enter a weight for every activity you want to value.
4. Assign a weight of 0 to metrics that should not contribute to the score.
5. Save your changes.

Weights can range from 0 to 100 and can contain up to two decimal places.

Choose weights based on the relative importance of each activity. For example, an impression may receive a small weight because it represents passive exposure, while a sales conversation or closed-won opportunity may receive a much larger weight.

After you change the model, updated scores and attribution may take up to 12 hours to appear.

What is Impact Score Attribution?

Impact Score Attribution uses your scoring model to distribute influenced pipeline and closed-won revenue across the marketing activities that contributed to an opportunity.

Instead of giving every touchpoint equal credit, the model gives more credit to the activities with greater weighted impact.

For example, imagine that two campaigns influenced a $100,000 opportunity:

In this simplified example, Campaign B receives more pipeline attribution because its associated activities generated a larger share of the total Impact Score.

The same approach is used for:

• Impact Score Pipeline: Weighted attribution of influenced pipeline.
• Impact Score Closed Won: Weighted attribution of closed-won revenue.

Impact Score Attribution does not change the value or status of an opportunity in your CRM. It provides an additional attribution model for analyzing which activities contributed the most.

Where can Impact Score be used?

Company Activity

The Company Activity table displays each company’s Impact Score for the selected timeframe.

You can:

• Sort companies by Impact Score.
• Filter companies using score ranges.
• Include Impact Score in CSV exports.
• Use the score alongside visits, impressions, and other engagement metrics.

Vendor, campaign, and paid-search reporting

Impact Score is available in reporting for:

• Vendors
• Campaigns
• Ad groups
• Keywords
• Online activity
• Offline activity

These views can include:

• Impact Score
• Impact Score Pipeline
• Impact Score Closed Won

The columns can be sorted and filtered, making it easier to compare performance using your organization’s definition of valuable engagement.

Attribution and opportunity details

Impact Score Attribution appears in the Attribution tables and applicable opportunity-detail views.

When viewing pipeline, the table shows Impact Score Pipeline. When viewing closed-won results, it shows Impact Score Closed Won.

Audience Builder

Impact Score can be used as a numeric rule in Audience Builder.

For example, you could create audiences for:

• Companies with an Impact Score greater than 50.
• Companies with a score of at least 100.
• Highly engaged companies that have not yet created an opportunity.
• Companies whose score increased during a campaign period.

Supported comparisons include equal to, not equal to, greater than, greater than or equal to, less than, and less than or equal to.

AI Digest

Impact Score can be included in AI Digest analysis and recommendations. This helps the digest identify companies and marketing activities with meaningful weighted engagement—not simply the largest number of raw interactions.

Recommendations for choosing weights

Start with a simple model that reflects clear differences in intent:

• Give passive exposure, such as impressions, a relatively low weight.
• Give active digital engagement, such as website visits, a higher weight.
• Give high-intent activities, such as events or sales calls, a substantially higher weight.
• Give opportunity milestones the greatest weight when they represent meaningful progression through your buying process.
• Use 0 for activities that should remain visible in reporting but should not affect the score.

Avoid making every weight large. The relationship between the weights is more important than their absolute size. Review the results periodically and adjust the model when scores do not match your organization’s understanding of engagement quality.

Frequently asked questions

Is Impact Score the same as lead scoring?

No. Impact Score measures weighted engagement across companies, marketing activities, and pipeline events. A CRM lead score typically evaluates an individual lead’s fit or likelihood to convert.

Does a high score guarantee that a company will purchase?

No. A high score indicates strong weighted engagement according to your model. It does not predict an outcome or guarantee an opportunity.

Does changing a weight alter historical CRM data?

No. Impact Scoring does not change your CRM activities or opportunity values. It changes how Channel99 evaluates those activities and distributes Impact Score Attribution.

Why don’t I see Impact Score columns?

Impact Score must be activated for your Channel99 instance, and the Custom Scoring Model must be enabled. Some views hide Impact Score fields when the model is inactive.

When will updated scores appear?

Changes may take up to 12 hours to be reflected throughout reporting and attribution.