Engagement Score
An engagement score is a numeric value that quantifies how actively a lead interacts with your content, campaigns, and product over time.
In depth
An engagement score is calculated by assigning weighted points to tracked behaviors such as email opens, page visits, content downloads, and quiz completions, then summing or decaying them over a rolling window. Because recent activity usually signals stronger intent than older clicks, many teams apply time decay so a lead who engaged last week ranks above one who went quiet months ago. The score is most powerful when it blends breadth of activity with depth, distinguishing a casual visitor from someone who completed a scorecard quiz and revisited pricing twice.
The common pitfall is treating raw activity as intent without normalizing for context: a high score driven only by repeated logins from an existing customer is not the same as a prospect researching a purchase. In a quiz-funnel workflow, the engagement score becomes a connective layer, the quiz captures explicit answers while engagement signals capture implicit interest, and together they feed routing rules that decide whether a lead goes to nurture or straight to sales.
Example in practice
Frequently asked questions
How is an engagement score different from a lead score?
An engagement score focuses purely on behavioral activity, such as clicks, visits, and quiz interactions. A lead score is broader and usually combines that engagement data with fit attributes like company size or industry.
Should engagement scores decay over time?
Yes, applying time decay keeps the score reflective of current intent rather than stale history. A lead who was active last week deserves a higher score than one who went quiet months ago.
What behaviors should I weight most heavily?
Weight actions that correlate with purchase intent, like completing a scorecard quiz or visiting pricing, more than passive opens. Test the weights against actual conversions and refine them quarterly.