The Lifetime Engagement Score (a.k.a. contact engagement) that is stored on the Contact record refers to historical campaign action data (opens, clicks, forwards, etc.) compared to the number of messages the Contact has received. This score is commonly used to identify Contacts that are most engaged vs. least (or not at all) engaged in the campaigns being received.
The scoring system for Contact Engagement (Lifetime Engagement Score) can be set in Account Management > General Account Settings > Settings.
- It is important to note that the Contact engagement score is an index or summary of combined actions, and not measured on a set scale (i.e. on a scale of 1-10).
- It is also important to understand how different audiences or differing campaign types (i.e. informational vs. promotional) can return very different measurements of engagement. Compare "apples to apples" when using the campaign engagement score to draw conclusions of your campaign success.
- There is no universal "right" or "recommended" engagement score, because not all accounts use all of the tracking features included in the formulas. But because the formula is the same for every Contact's interaction within an account, the engagement indexes are useful for comparisons to see which campaigns are performing the best.
- If a contact's Tracking Preference is set to "Not Allowed", their engagement score will likely suffer as we are not tracking key behaviors to the score like opens and clicks. If you are creating a segment based on engagement, you may consider excluding users with "Not Allowed" tracking preference.
- Lifetime Engagement (including Contact level Engagement) is not time-bound, meaning the score will continue to accrue points the longer a contact is on your mailing list.
- Engagement is calculated in real-time based on the weights assigned to each action.
- Engagement data can be sent back to your CRM via API. See our API Guide for endpoint information.