It all depends on the purpose of your rifle! For completions and matches that require Percision shots from 50 yds to 1,000 yds or more you zero at 100 yds and dial each shot. For hunting rifles you calculate your maximum effect range for zero, most ballistic programs have this feature built in! For instance if the vitals on an elk are 9" circle what is the minimum and maximum distance you can shoot from to stay within those vitals without dialing elevation. In the middle of those distances is where you zero your rifle! For instance, My 7mm STW with 168 gr ABLR at 3,552 fps, I would sight in to be exact; 467 yds. This means I do not have to dial any elevation fro zero to 467 yds to stay in the kill zone. From 467 out I would dial elevation. Now that I've blabbed so much, I personally dial everything based off my range finder and Kestrel so I zero my hunting rifles at 200 and my Percision comp rifles at 100. I'm anal retentive and like to dial all my shots for both hunting and competition.