What is an engagement score?
Engagement score is the behavior half of lead scoring: it tracks what a prospect does, which signals how interested and ready they are.
It pairs with fit: fit says whether an account is worth pursuing, engagement says whether the timing is right.
Short answer
An engagement score measures how actively a lead or account is interacting with you - website visits, email opens and replies, content downloads, demo requests, and meeting attendance. It signals intent and timing, telling you when a prospect is warming up. Paired with a fit score, engagement answers whether now is the right moment to act.
Key takeaways
- Measures a prospect's activity and interaction level.
- Draws on visits, opens, replies, downloads, and meetings.
- Signals intent and timing rather than fit.
- Pairs with a fit score to prioritize who and when.
Why it matters
A rising engagement score is a buying signal - the moment to reach out while interest is hot. Tracking engagement lets teams time outreach to intent, catching prospects when they are leaning in rather than guessing when to follow up.
How Ardovo handles it
Ardovo computes engagement scores from captured activity across email, web, and meetings, kept separate from fit. Rook flags when a lead or account's engagement spikes, so reps reach out at the moment intent is highest instead of on a fixed cadence.
Frequently asked questions
What is the difference between an engagement score and a fit score?
Fit measures how well an account matches your ideal profile, from firmographics. Engagement measures how actively a prospect is interacting, from behavior. Fit answers whether to pursue an account; engagement answers when to act. Together they prioritize both who and when.
What signals raise an engagement score?
High-intent behaviors weigh most: demo requests, pricing-page views, replies, and meeting attendance. Lower-intent signals like a single email open count less. Weighting signals by how strongly they predict intent keeps the engagement score meaningful rather than inflated by noise.
Why track engagement separately from fit?
Because a spike in engagement is a timing signal you would miss if it were blended into one score. Watching engagement on its own lets you catch a good-fit account warming up and reach out at the peak moment, which is when outreach converts best.