# Call Your Best Leads First, With the Reasons Spelled Out

The Lead quality scorer gives every lead a score from 0 to 100 using transparent, additive points from signals already in your entries, then hands sales a call list. It answers “which leads should we call first, and why?”

Published Oct 19, 2026. Updated Oct 20, 2026.

## Which leads should my sales team call first today?

It depends on whether you're sorting a list or prepping one call. To rank every lead from 0 to 100 and hand sales a call list, the Lead quality scorer is the one to run. Type /leads to get it. To prepare for a call with one person, use the Lead profile. To check which forms bring the best leads, Form performance fits better. To time your follow-up, pick When leads arrive.

What it is: The Lead quality scorer is a call-priority report from the free UTM Grabber Reports skill for sales teams and front desks that scores every lead with clear, additive points.

- Page: https://utmgrabber.com/mcp/reports/lead-scorer/
- Report: Lead quality scorer (Leads, forms and tracking)
- Shortcut: `/leads`
- Sample data from Northwind Dental, a fictional dental practice. Sample headline: “258 leads scored Hot: call them first.”

## What this report answers

- Which leads are Hot, Warm or Cold?
- Who should sales call first today?
- Which source brings the best leads?
- Which form question would sharpen the score?

Built for: Sales teams, front desks and owners who can't call everyone at once.

## What's in the report

1. A headline with how many leads scored Hot, plus the tiers and the average score.
2. 4 numbers: leads scored, hot, warm and average score.
3. Who to call first: the top lead, their reasons, source and time, and the next 2 names.
4. A call list of the top 15 with a masked email, source, score, tier and top 2 reasons.
5. The score spread, the signal that most sets hot leads apart, and the best source.
6. How the score works, printed in full.

## Why You Can Trust What It Tells You

- **Points for buying signals.** A paid search click adds +10, searching your name adds +15, and urgent or price words in the search term add +15.
- **Form answers add points.** Budget answers earn up to +25, timeframe answers up to +20, and a phone number, a company and 2+ forms add more.
- **Hot, warm or cold at a glance.** Scores cap at 100, with Hot at 50+, Warm at 25 to 49 and Cold under 25, and device is never scored.

## Ask your AI

- `/leads`
- “Who should we call first?”
- “Score this week's leads and give me a call list.”
- “Which source brings our hottest leads?”

## What it uses

- Your UTM Grabber leads for the period, one row per person (their best-scoring submission).
- Search terms (utm_term), click IDs and form answers such as budget, timeframe, service, phone and company.

### Which plan do you need?

What your AI can read from UTM Grabber:

- Free plugin: Your last 30 days, with a fair-use allowance (this report)
- Starter: Your last 30 days, with first touch and more click IDs
- Starter+ or Premium: Your full history, unmetered

Compare Plans: https://utmgrabber.com/mcp/plans/

The report designs need an AI app that supports skills: Claude, Codex or Cursor. ChatGPT gives the same plain-English answers from your leads, without the report designs.

## Sample in 4 looks

- Studio (Client-facing reports): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/lead-scorer-studio.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/lead-scorer-studio.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/lead-scorer-studio.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=lead-scorer&look=studio)
- Boardroom (Presenting to leadership): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/lead-scorer-boardroom.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/lead-scorer-boardroom.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/lead-scorer-boardroom.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=lead-scorer&look=boardroom)
- Ledger (Weekly ops reviews and analysts): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/lead-scorer-ledger.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/lead-scorer-ledger.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/lead-scorer-ledger.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=lead-scorer&look=ledger)
- Classic (Printed reports and long reads): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/lead-scorer-classic.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/lead-scorer-classic.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/lead-scorer-classic.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=lead-scorer&look=classic)

## Questions

### Is the score a black box?

No. Every point comes from a printed rule, and each lead shows its top 2 reasons, so a rep can see at a glance why someone is Hot.

### What if our forms don't ask about budget or timing?

It scores what your forms do ask and lists the missing signals in the notes. It may suggest adding a “how soon” question, or a budget question on B2B-style forms that ask for a company.

### Does it show personal details?

The call list shows names, sources and scores. Emails are masked (j***@domain.com), and IP addresses are never printed.

## Related reports

- [Lead profile](https://utmgrabber.com/mcp/reports/lead-profile/): One lead's full journey: every touchpoint, UTM and form answer. Prep for the call in seconds.
- [Form performance](https://utmgrabber.com/mcp/reports/form-performance/): Every form on your site, including the quiet ones, and the one to fix first.
- [When leads arrive](https://utmgrabber.com/mcp/reports/lead-timing/): A day-by-hour map of when leads come in, so you can staff up and time your ads.

## Capture the Whole Journey, Starting Today

The free plugin remembers each lead's last click. Every UTM Grabber Premium plan, from Starter up, also records where they first found you, more ad click IDs and what kind of visit it was, from the day you upgrade.

- Last-click UTM tags: free plugin yes, UTM Grabber Premium yes
- Google Ads click ID (gclid): free plugin yes, UTM Grabber Premium yes
- First touch: free plugin no, UTM Grabber Premium yes
- Meta and Microsoft Ads click IDs (fbclid, msclkid): free plugin no, UTM Grabber Premium yes
- Traffic labels: free plugin no, UTM Grabber Premium yes
- AI assistant visits: free plugin no, UTM Grabber Premium yes
- WooCommerce orders: free plugin UTM tags saved, UTM Grabber Premium Full source on every order
- Cookie length: free plugin 30 days, UTM Grabber Premium You choose

Premium starts recording the day you upgrade. It can't fill in visits the free plugin never recorded, so every week on free is a week of first touches and click IDs you won't get back.

See UTM Grabber Premium Plans: https://utmgrabber.com/mcp/plans/

## Want Us to Build This for You?

Get reports like this one with your logo and colors, set up for you. With the Support Package, we connect the AI Connector (MCP) to your data and hand you your own AI report builder, tuned to your business, for weekly, monthly and annual reports.

The UTM Grabber Support Package is $199/yr (regular $349, launch price, real value: $1,700). Works on free and paid plans, and with your agency. Cancel anytime, no contracts.

- **Expert Setup:** Our resident expert team installs UTM Grabber and wires every form, with a live test.
- **Diagnostics & Fixes:** Caching, cookie and GDPR leaks found and fixed, then audited again all year.
- **Custom Reporting + MCP:** We connect the AI Connector (MCP) to your data and hand you your own AI report builder.
- **Ongoing Support:** New funnels and forms wired all year, with priority answers.

[Get the Support Package](https://utmgrabber.com/payment/?plan_id=support_v2) · [See What's Included](https://utmgrabber.com/support/)

## Get it on your own leads

1. Connect UTM Grabber to your AI with the AI Connector (MCP). Step-by-step guide: https://utmgrabber.com/mcp/connect/ (no plugin yet? Get the free plugin: https://utmgrabber.com/?signup=1&return_url=%2Fget-started)
2. Install the free Reports skill: https://utmgrabber.com/skills/utm-grabber-reports/
3. Type `/leads`, or ask in your own words.

Book a demo: https://utmgrabber.com/book-a-demo/