HockeyStack adds weighted scoring categories and Bing ads auto-tagging

HockeyStack's November 17, 2025 release notes introduced Scoring Categories, which let customers break account scoring logic into weighted categories instead of relying on one large prompt. The company says this gives more control and transparency over scores. Auto-tagging, which identifies the exact ad a visitor came from without UTMs or manual setup, now supports Bing ads in addition to Google and LinkedIn ads. The release also lets users define pageview goals by the ad network and campaign a visit comes from, upgrades the company Journeys view, and adds support for pulling HubSpot's Leads object into HockeyStack.

The details

• Scoring Categories split scoring into weighted categories.
• Auto-tagging now covers Bing, Google and LinkedIn ads.
• Pageview goals can be defined by ad network and campaign rather than UTM parameters alone.
• The company Journeys view now lists every page a company viewed, not only first and last touchpoints.
• HubSpot's Leads object can be pulled into HockeyStack.

Context

This is the second of three HockeyStack releases in our coverage between November 3 and December 15, 2025. It follows Salesforce spend sync and report foldering on November 3. The December 15 release rolled auto-tagging out to all customers and added the Atlas configuration canvas. Later coverage includes Agents with 14 templates (January 26, 2026) and an MCP server (September 30, 2026).

Not disclosed

• Whether Scoring Categories carry a credit cost
• Plan availability for auto-tagging at this release
• How category weights interact with AI-based scoring