> For the complete documentation index, see [llms.txt](https://docs.aloop.icustomer.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.aloop.icustomer.ai/audience/fire-scoring.md).

# FIRE scoring

How every account and contact is scored: Fit, Intent, Recency, and Engagement, rolled into Hot, Warm, or Cold.

Every account and contact under management carries a FIRE score, so you always know who is worth acting on right now, and why.

## The four components

| Component      | The question                                 | What moves it                                                                                                                               |
| -------------- | -------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------- |
| **Fit**        | Is this the right kind of company or person? | Your ideal customer profile, firmographics, role, and the commercial traits you confirmed in your context.                                  |
| **Intent**     | Are they showing buying signals now?         | Pricing-page visits, demo requests, hiring for the problem you solve. Weighted by strength, and capped so one noisy source cannot dominate. |
| **Recency**    | How fresh is what we know?                   | Signals decay. Last quarter's interest is not this week's.                                                                                  |
| **Engagement** | Have they interacted with *you*?             | Opens, clicks, replies, visits: the history of the relationship.                                                                            |

Fit anchors everything: a perfect-intent account that is a terrible fit is still a terrible fit. Fit is set by your context. Intent, Recency, and Engagement move on their own as signals arrive.

## Hot, Warm, Cold

The components roll into one tier: **Hot** (act now), **Warm** (worth working), **Cold** (watch, or suppress from spend). A single strong signal can flip a tier, a demo request lifts Intent and can turn an account Hot in the moment it happens, which is exactly when the loop reacts.

## The reason comes attached

A score is never a bare number. Each scored record carries its reasoning: which signals moved it, and why.

* When a play selects "the top 500 by FIRE," you can open any of them and see the case.
* Scores update continuously across your [audiences under management](/audience/building-audiences.md).
* Scores are what plays target and what [decisions](/concepts/decisions-and-traces.md) cite.


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