Insights - Engagement - Terminology & Key Concepts

General Dashboard Functionality

For more information on the following topics, click on the linked topic:

How Is My Data Organized?

Engagement Dashboards summarize the underlying data by Event Date, or each campaign member's response date, by default.

The charts are also aggregated by the date frequency you select in Date Aggregation:

The filters you select also determine which data is displayed:

In the Filter example above, we are filtering out any "accounts" that are really companies listed on lead records and only viewing true account records in our CRM with the Company ID Doesn't Start With 00Q Filter. For more on using Filters, click here.

Your Admin may apply Object Mapping Filters to prevent records that should be consistently filtered out of Dashboards from showing up in the source data.
Raw engagement score data only is stored for 365 days. If you notice a drop off in engagement activity one year in the past, that is because the data will not display.

Terminology and Key Concept Definitions

Account Score Change Month over Month - The difference between this month's engagement activity and last month's engagement activity.

Accounts Engaged - The number of accounts that engaged with your company over the given time period that still have a score greater than zero. This may be higher than your person engagement if you have enabled the web tracker and are tracking semi-anonymous (known company IP but unknown person) data.

Aggregation Dates - This dashboard component toggles between different date increments. If you have a large time range selected, viewing by years may make sense. If you're evaluating a very short time period, you may want to get as granular as days.

Changing your aggregation date will not change the underlying data or restrict/expand your time period. That is done with filters.

Campaign Type - This is a grouping of campaigns by Type field or other CRM equivalent. For more information on campaign hierarchies, read more here.

Channel - Channels typically document how someone found a particular campaign. For example, a form fill may come from one of the following channels:

  • Organic Search
  • Paid Search
  • Paid Social
  • Retargeting

While the paid channels may be campaigns in their own right, the channel helps us document when a prospect navigates away from the paid advertising landing page and fill out a form elsewhere on the website. For more information, read more here.

Inbound Touches - The count of activities that took place during the given time period without a weight applied to them.

MQA Date - The date an account first had a cumulative engagement score that exceeded the MQA (or Marketing Qualified Account) threshold.

People Engaged - The number of identified people who were captured interacting with your company during the given time period that still have an engagement score.

Program - Programs are a family or category of campaigns, and this logic is typically established during your onboarding process. For example, you may have an industry-specific campaign family (Program) of "2021.05 Automotive Blitz" with sub-campaigns that branch across multiple channels. For more information on Program logic, read more here.

Total Engagement Score - The aggregated amount of engagement (activity x weighted score for the activity x time decay) that took place with your company over the given time period.

Total Raw Score - The summed score of activities (activity x weighted score for the activity) in a given time period ignoring time decay.

Total Score (with Decay) - Each of our Engagement Score Models has a decay formula that counts down to zero at the number of days in the model name. For example, Inbound180 slowly depreciates the event value until day 180 and beyond when the value for the activity is zero.

For More Information

For more information about your engagement scoring model options and use cases for each model, check out this article.


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