Title: Leads explained | OneForm > The Leads page lists everyone who filled in a form, one row per person, scored from 0 to 100 so you know who to call first. Source: https://oneform.si/help/responses-and-leads/leads-explained/ --- 1. [Help Center](https://oneform.si/help/) 2. [Responses and leads](https://oneform.si/help/responses-and-leads/) 3. Leads explained [View as Markdown](https://oneform.si/help/responses-and-leads/leads-explained.md) # Leads explained The Leads page lists everyone who filled in a form, one row per person, scored from 0 to 100 so you know who to call first. [Basic plan and up](https://oneform.si/pricing/ "See what each plan includes")Updated October 22, 2026 · 3 min read [Open Leads ↗](https://app.oneform.si/leads?help=leads-explained) The **Leads** page turns your responses into a list of people. Someone who filled in three forms is one row, not three. Each person gets a lead score from 0 to 100, so the people most likely to become clients are at the top. ## Find your best leads ![The Leads page, with the Hot, Warm and Cold counts above a list of people and their scores](https://app.oneform.si/media/d504eb6f-3d10-59c7-8291-cb538bb95b3c) 1. Click **Leads** in the menu, under **Forms**. 2. Click **Hot**, **Warm** or **Cold** at the top to see one grade, or **All leads**. 3. Narrow the list with the form filter, or search names, emails and companies. 4. Change **Sort:** to **Highest score**, **Recent activity** or **Name**. 5. Click a person to open them. ## What you see about a person ![A lead open, with their score broken down into fit, intent and red flags](https://app.oneform.si/media/2f61f6c8-4b5f-544e-bcc9-78fd81510dac) - **Lead score**, with every point explained. - **Activity**: forms filled in, emails opened, links clicked, and a timeline of their visits and emails. - **Answers**: each form they submitted, with its report. - **Sent to your CRM**: where and when they were sent, if you've sent them. - **Their data**: download or erase what you hold about them (admins and owners). See [Delete a response or a client's data](https://oneform.si/help/responses-and-leads/delete-a-response-or-a-clients-data/). Click their email or phone number to copy it. ## How the score works The score adds up three things, and the reasons always add up to the total: - **Fit (who they are), up to 60.** Points you give to answers in your forms, plus small boosts for a phone number, a business email address, a company name, and answering almost every optional question. - **Intent (what they did), up to 40.** Filling in more than one form, coming back on other days, opening and clicking your emails, writing detailed answers, and coming from a referral or a campaign. Intent fades when someone goes quiet. - **Red flags.** A throwaway email address, an email that bounced or was marked as spam, or finishing a form in under 15 seconds take points off. The grade follows the score. By default, **Hot** starts at 70 and **Warm** at 40\. You can change these and every point value. See [Set up lead scoring](https://oneform.si/help/responses-and-leads/set-up-lead-scoring/). ## How people are matched - **By email first.** Every response with the same email address is the same person, whatever the capitals. - **Then by phone.** A response with only a phone number joins the person who gave that number with an email, or becomes a lead of its own. "+1 (201) 555-0123" and "201-555-0123" count as the same number. - **Your firm's own addresses are left out**: the contact email, reply-to and review team addresses in **Settings**. Tests you send from them don't show up as leads. - **Each firm is separate.** Someone who fills in two firms' forms is a lead in each, and neither firm sees the other's. **Source** shows where they first came from: a campaign tag, the site that linked to the form, "Form on your website" or "Form link". ## Good to know - **Scores update by themselves.** A new submission, an opened email or a change to your scoring settings updates the score. - **Viewing leads and doing more with them are separate.** Depending on your plan, you can view the Leads page, or also download leads, send them to your CRM, get Hot-lead alerts and change the scoring. ## Why isn't someone on the Leads page? - **They gave no email or phone number.** The page says how many responses that applies to, with a link to see them on **Responses**. - **Their response is waiting past your plan's monthly limit.** It shows once it comes through. - **They used one of your firm's addresses.** Your contact email, reply-to and review team addresses are left out. 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[← PreviousDelete a response or a client's data](https://oneform.si/help/responses-and-leads/delete-a-response-or-a-clients-data/)[Next →Set up lead scoring](https://oneform.si/help/responses-and-leads/set-up-lead-scoring/) ## Related articles [Set up lead scoringGive points to the answers that make a good client, and choose where Hot and Warm start and how fast engagement fades.Pro plan and up](https://oneform.si/help/responses-and-leads/set-up-lead-scoring/)[Get alerts for hot leadsGet an email the moment someone's lead score reaches Hot, or start a workflow that calls, tags or follows up with them.Pro plan and up](https://oneform.si/help/responses-and-leads/hot-lead-alerts/)[Send leads to your CRMSend people from the Leads page to HubSpot, Salesforce, Pipedrive, Zoho CRM, Google Sheets or Excel, with their score and why.Pro plan and up](https://oneform.si/help/responses-and-leads/send-leads-to-your-crm/)[View and search responsesFind any submission on the Responses page, filter by form, search the answers and open one to read it in full.](https://oneform.si/help/responses-and-leads/view-and-search-responses/) Still stuck? 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