Considerations for Behavior Scoring

When you’re using Einstein Behavior Scoring, keep these considerations in mind.

Available in: Account Engagement Advanced Edition with Salesforce Enterprise, Performance, or Unlimited Editions

Setting Up Einstein Behavior Scoring

Behavior Scoring works best in Salesforce orgs that contain a certain amount of data. We recommend at least 6 months of prospect engagement data and at least 20 prospects linked to opportunities.
After you enable Einstein Behavior Scoring, it can take up to 48 hours for scores to become available. Prospects that are already connected to an opportunity when you enable the feature are used to train the model and don’t receive scores.
For orgs using the B2BMA Integration User and the most recent connector, behavior scores are available in Account Engagement by default, and you don’t need to activate any permission sets. However, if you’re using the original connector, assign the CRM User, Sales User, or Service User permission set to the connector user that you selected.

To be scored, a prospect must have engagement activity from the past year.
Einstein scores prospects linked to leads and contacts. Person accounts aren’t supported.
Prospects applied with an automation action of "Disable CRM Sync" aren't scored.
After you put a prospect in the recycle bin, Einstein has to scan and completely delete prospect data throughout its infrastructure. For best results, wait at least 24 hours to empty the recycle bin. Otherwise, backup processes that make sure prospect data is deleted can take up to 10 days.
If you have duplicate prospects, we don’t combine scores. A behavior score is linked to the unique prospect ID.
A lead or contact that’s connected to multiple prospects in multiple business units can’t be scored. A record that meets this criteria doesn’t show a score in the Behavior Score Lightning component.
Scores are typically updated every 4 hours. The more data you have, the longer it takes for scores to refresh.

Using the Einstein Behavior Scoring dashboard requires Account Engagement Advanced Edition and the Sales Cloud User, Service Cloud User, or CRM User permission set license. Then, you can turn on Einstein for Account Engagement in Marketing Setup. If you select the Einstein Behavior Scoring dashboard without these settings, your B2B Marketing Analytics app can’t be created.
Einstein Behavior Scoring and B2B Marketing Analytics support using Data Sync for improved performance with multiple business units. If you previously turned off Data Sync, you can safely turn it back on. However, if you use other CRM Analytics apps that filter synced objects, data availability can be limited in your B2B Marketing Analytics app. Find out how Data Sync works: Understand What Happens When You Enable Data Sync and Connections.
As with all CRM Analytics templated apps, the B2B Marketing Analytics app—and your Einstein Behavior Scoring dashboard—must be updated when new versions are made available. Any user can upgrade by clicking the Upgrade now link in the header of an app.
The Analytics Integration User must have read access to the Account Engagement Campaign (pi_campaign__c) field on Lead and Contact objects.

When you have less data than the dashboard requires, the Influence by Asset widget is empty. After Einstein scans enough data to evaluate individual assets, the widget shows a bar chart.
Although Einstein evaluates many factors, only a prospect’s top four influencing factors are shown on the dashboard.
Sometimes, after you click a factor on a graph, the related prospects table looks empty. This behavior is expected because of how the predictive model identifies each factor. Influential factors don’t have prospects related to them at all times.
The model is retrained and updated every 10 days, so model factors can change at this time.
When you edit the Einstein Behavior Scoring data flow, the Fields section shows an error message. This behavior is expected.