Systems and methods for providing content items can generate the content items based on impact scores associated with actions of the content items. The system and methods can include accessing, for an entity, a plurality of record objects linked with one or more electronic activities having the entity as a participant, each record object corresponding to an event to be completed; identifying, for each record object of the plurality of record objects, an action to perform to increase a completion score; determining, for each action, using the electronic activities linked with the record object and a current completion score of the record object, an impact score indicating an amount of change in the completion score of the record object corresponding to the action; and providing, for presentation to a device of the entity, a content item corresponding to the action based on the impact score.