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Engagement Score Metrics

Engagement Score Metrics

 
The Engagement Scoring Model quantifies and monitors engagement levels of target accounts by assigning scores to specific interactions. Each event type has a unique scoring rule, increment value, and decay rate to ensure the scores remain relevant over time. This value can be customized to reflect the importance of the specific action within the engagement strategy.
This document outlines the model’s core components, scoring logic, and account journey stages.
 
Note: Not All Events as shown in the picture below are contributing to the score currently. Only the events mentioned under the next section is applicable. This picture will be updated accordingly v soon.
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Event Types and Scoring Rules

Each engagement type is categorized into specific events, each contributing to the account and people scores based on the intensity of interaction.

Impression

- Description: Occurs when an ad is viewed.
- Scoring Rules:
- For each ad impression, the account score increases by 0.01.
- Maximum cap of 1 point for the account.
- Decay: After 7 days without additional impressions, the scores for impressions decay to half of their current value, ensuring that stale interactions don’t overly inflate engagement metrics.

Clicks

- Description: Triggered when the target clicks an ad.
- Scoring Rules:
- Adds 1 point to the account score.
- Decay: After 30 days without further clicks, scores for clicks decay to half.

Warm Clicks

- Description: Registered when an ad click happens with less than five impressions.
- Scoring Rules:
- An additional 1 point is awarded to both the account and people scores, on top of the standard click points.

Conversion

- Description: Captures key web conversion events like form submissions or goal completions only if it has been set.
- Scoring Rules:
- Each conversion adds 3 points to the account score.
- Decay: Scores decay to half after 30 days if there are no additional conversions.

Custom Event (Optional)

For each custom event, scoring settings can be defined as follows:
  • Increment Value: Determines how many points the account score will increase when the custom event occurs.
  • Max Score: Sets a cap on the maximum score that the custom event can contribute to the overall engagement score, ensuring that certain actions do not disproportionately inflate the score. The "No Cap" option is available for events where unlimited scoring is desired.
  • Decay: Specifies the timeline after which the score contribution for this event will reduce by half if there is no repeated engagement for that particular custom event. This helps keep engagement scores reflective of recent interactions.

Scoring Mechanics

  • Increment Value: Defines the incremental score awarded for each interaction type. The values vary based on the significance of the engagement event.
  • Max Score: Some events have a maximum cap, preventing score inflation and ensuring balanced engagement tracking.
  • Decay: Scores naturally decrease over time to maintain relevance. The decay rate halves the score of each event type after a specified period of inactivity, reflecting diminished engagement if there’s no further interaction. For example, if the decay period for impressions is set to 7 days, then without any additional impressions, the impression score for that account will reduce to half after 7 days.

Account Journey Stages

The Engagement Scoring Model categorizes accounts into distinct journey stages based on their cumulative score, helping teams understand where each account stands in the sales funnel:
  • 0-2: Awareness
Accounts in this range have minimal interaction, indicating they are just beginning to notice the brand. The goal at this stage is to increase brand visibility and exposure.
  • 2-5: Engagement
Accounts scoring between 2 and 5 have shown moderate interest, such as clicking ads or making initial visits. These accounts are engaging but may still need nurturing to move forward.
  • 5-10: Consideration
Accounts in this range are evaluating the brand more seriously, with higher levels of interaction like multiple visits, time spent on the site, and conversions. These accounts are likely considering solutions and may be open to more targeted outreach.
  • Above 10: Intent
Accounts with a score above 10 demonstrate a high level of interest and intent. These accounts are actively engaging, indicating readiness for deeper conversations, demos, or sales engagement.

Use Cases

The Engagement Scoring Model supports:
  • Tracking Engagement: Quantifies engagement intensity for accounts over time.
  • Prioritizing Leads: Higher scores indicate more engaged accounts, helping prioritize outreach.
  • Refining Campaigns: By analyzing engagement decay and activity, the model helps refine campaign targeting and strategies.
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