How does HotLeads work?

HotLeads, Hotmart's Lead Scoring tool, lets you identify which leads in your database are most likely to make a purchase. By analyzing real behavioral data, you can better understand the quality of your contacts and make more strategic decisions about campaigns, investments, and sales approaches.

In this article, you'll learn what HotLeads is, how it works in practice, the scenarios where it can be applied, and how to start using it on Hotmart.

Important: this feature is currently in Beta and is only available to select creators at this time.

What is Lead Scoring?

A lead is anyone who has shown interest in your content or product, usually by sharing information such as name, email, or phone number when filling out a capture form.

HotLeads, Hotmart's Lead Scoring tool, is a model that analyzes these contacts and identifies patterns that point to a higher or lower likelihood of purchase. Based on that analysis, leads are automatically classified, allowing you to see which ones have the most conversion potential.

In practice, this means moving away from a view based solely on lead volume and focusing instead on the quality of those contacts.

Hotmart's HotLeads uses behavioral and transactional data to analyze leads. This includes information such as purchase history, amount spent, and recurrence within the platform's ecosystem.

Based on that analysis, leads are automatically classified according to their likelihood of purchase, making it easier to pinpoint where the best sales opportunities are.

Unlike traditional models, which only consider interactions such as clicks or form responses, HotLeads uses real purchase data, which makes the analysis more accurate.

How is HotLeads applied in practice?

HotLeads works in three main stages, which help turn data into more strategic decisions for your business:

Importing leads: Leads are sent to Hotmart through integrations or manual import. You can use ActiveCampaign, API, or a CSV file, depending on what works best for you.
Analysis and classification: Hotmart processes the data while taking different signals into account, such as behavior and transactional history. From there, leads are automatically classified based on their likelihood of conversion.
Viewing the results: The data becomes available in a dashboard with grouped analyses, allowing you to identify which campaigns are generating the highest-potential leads.

You can also automatically send your most qualified leads to your Meta ads account, which helps improve campaign performance.

In which scenarios can I use HotLeads?

HotLeads was designed to support different sales strategies on Hotmart. Among the main scenarios are:

❯ Classic launches and perpetual or recovery strategies
Recommended for those who capture leads through landing pages, social media, email, or WhatsApp. In this scenario, you can identify which campaigns and channels are bringing in the contacts with the highest purchase potential and prioritize those leads in automations and sales outreach. Learn more by clicking here.

❯ Paid launches with an entry product
In this case, HotLeads analyzes the behavior of people who bought a lower-priced item, such as a ticket or workshop, and identifies which of those buyers are most likely to purchase the main product. This helps you better focus your sales efforts and optimize your return on investment. Learn more by clicking here.

By using HotLeads, you'll start to understand not just how many leads you have, but which of them have the most potential to drive results. With that, you can identify which channels bring in more qualified leads, better allocate your campaign budget, fine-tune strategies based on more consistent data, and track how your database evolves over time.

How do I start using HotLeads?

Setting up HotLeads depends on how you send your leads to Hotmart. There are currently three options: integration with ActiveCampaign, CSV import, or API integration.

Here's how to set up each scenario:

❯ Integration with ActiveCampaign

This option is recommended for those who already use ActiveCampaign to manage contacts. To set it up, follow these steps:

Sign in to your account at http://app.hotmart.com.
In the left side menu, click Marketing, then HotLeads.
On the new screen, select Integrate with ActiveCampaign.
Choose the accounts already integrated with Hotmart that you want to enable for import.
Optionally, enter the Meta Pixel ID and Token to send events.

To improve data analysis, use UTM parameters on your leads. This makes it easier to pinpoint where your campaigns are coming from.

❯ CSV import

You can also send your leads manually using a .CSV file. To do this:

Sign in to your account at http://app.hotmart.com.
In the left side menu, click Marketing, then HotLeads.
On the new screen, select Go to import.
Then click Import leads and, in the pop-up, click Download the CSV template file.
Fill out the template you downloaded. Then upload the file on the import screen.
Optionally, enter the Meta Pixel ID and Token to send events.
Confirm by clicking Import.

Note: with CSV import, the list of hot leads is not available for export.

❯ API integration

This option is recommended for those who use proprietary systems or want to automate lead sending. To set it up, follow these steps:

Sign in to your account at http://app.hotmart.com.
In the left side menu, click Tools, then Hotmart Credentials.
Click Create credential and select Hotmart API.
Save the information that's generated (client_id, client_secret, and access_token). You won't be able to view it again after leaving the page.
Configure lead sending in your system.

This option requires technical knowledge. For more details, see the Hotmart API documentation.

How do I integrate HotLeads with Meta Ads?

The Meta Ads integration automatically sends the leads most likely to make a purchase to your ads account. As a result, campaigns can be optimized based on more qualified data, helping you reach audiences with higher conversion potential.

This integration is optional and can be activated during HotLeads setup. To enable it, just enter the Pixel ID and Pixel Token from your Meta account. These fields appear at the moment of integration, regardless of the lead-sending method (ActiveCampaign, CSV, or API).

After setup, leads classified as more qualified are automatically sent to Meta as a custom event, used to improve campaign performance.

How do I track results?

Once leads have been processed, the data becomes available in a dashboard within the platform.

In this dashboard, you can view your lead volume, track how your database evolves over time, identify which campaigns are generating the best results, and compare conversion and revenue across different lead groups.

This information helps you adjust campaigns that are still running, prioritize the contacts with the most potential, and better focus your sales efforts.

The way you analyze this data may vary depending on your strategy, especially between classic launches, perpetual launches, and paid launches. In each scenario, HotLeads provides specific indicators and action options.

To learn how to interpret the data and apply strategies in each case, see the detailed articles:

Frequently asked questions

❯ How long does it take for the data to appear?

Lead processing can take a few hours and, in some cases, up to a day, depending on the volume of data sent.

❯ Do I need to set up anything on Meta to use campaign enrichment?

It's not required. When you enter the Pixel ID and token during setup, events are sent automatically. Additional adjustments can be made directly on Meta, if needed.

❯ How do I know if the data is accurate?

The data is presented in aggregate form based on the information sent to the platform. If something seems off, review how you're importing leads and the parameters used in your campaigns.

❯ Can I use more than one lead import method?

Yes. You can use different lead-sending methods, as long as the integrations are properly configured.

❯ What data is sent to Meta?

Data such as email and phone number from the leads is sent in a protected format. This allows Meta to identify similar profiles and optimize ad delivery.

❯ Can I use more than one Meta pixel?

It depends on the integration method. With API or CSV integrations, you can use more than one pixel, as long as it's properly configured.

❯ Can Lead Scoring events appear duplicated on Meta?

HotLeads uses deduplication mechanisms. In some cases, events may be resent without affecting ad delivery, but they may influence metrics displayed on Meta.

❯ How do I find and use a HotLeads event in my Meta account?

After entering the Pixel ID and Token, and once you have leads classified as more qualified, Hotmart automatically sends a custom event called "LeadScoring" to your Meta account. You can find this event in the list of custom events inside Meta's Events Manager.

You don't need any additional setup for it to work. Automatic sending already contributes to improving campaign performance.

If you'd like, you can use this event to create custom audiences or lookalike audiences, depending on your ad strategy.

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How does HotLeads work?

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