Engagement level

What Is Engagement Level?

Engagement level is a proprietary metric within the ON24 Intelligent Engagement Platform that measures the degree of interaction an attendee or prospect has with your digital experiences.

This metric consolidates participation data—such as poll responses, questions asked, content downloads, viewing time, and CTA clicks—into a single, meaningful engagement score. That score serves as an indicator of how actively a participant is interacting with your content and how likely they are to convert into a lead or customer.

Unlike traditional vanity metrics like views or clicks, ON24’s engagement level gives marketers a deeper understanding of why and how audiences interact, turning passive attendees into measurable engagement signals that align with pipeline growth.

Why It Matters

• Pipeline prioritization: Identify which accounts or leads are most engaged and ready for follow-up.
  
• Marketing efficiency: Optimize webinar and content performance based on real interaction data.
• Sales alignment: Provide sales teams with qualified, engagement-rich leads that indicate buying intent.

How It’s Used

Marketers and revenue teams use engagement level as part of their event and content analytics to connect audience behavior with business outcomes. Common use cases include:

• Lead scoring: Use engagement level as a first-party data point to prioritize follow-up actions.
  
• Campaign optimization: Compare engagement scores across webinars and campaigns to identify high-performing topics.
  
• Audience segmentation: Group attendees by engagement level to deliver personalized content or nurture journeys.
  
• Pipeline acceleration: Integrate engagement metrics with CRMs and MAPs to trigger sales-ready workflows.
  
• ROI analysis: Evaluate which digital experiences drive the highest engagement-to-conversion ratios.
  

For example, a high engagement level—driven by interactive tools like Q&A, polls, and resource downloads—signals an account that’s highly active in the buying cycle.

Key Benefits

• Unified engagement scoring: Track all digital interactions within a single ON24 dashboard.
  
• Predictive intent modeling: Identify high-value prospects based on engagement patterns.
  
• Custom reporting: Integrate engagement levels with marketing automation and CRM platforms.
  
• Content intelligence: Understand which webinar or content topics drive the strongest audience interest.
  
• Scalable insight: Analyze engagement across hundreds of webinars, content hubs, and audience touchpoints.
  

Learn more about how ON24 helps you propel your pipeline through data-driven engagement.

Frequently Asked Questions

1. What does engagement level measure?
   
   • Engagement level measures the depth and frequency of attendee interactions with ON24 webinars, content hubs, and related assets.
2. How is engagement level calculated?
   
   • It combines weighted participation metrics—like viewing time, poll responses, Q&A, downloads, and link clicks—to generate a composite engagement score.
3. Can engagement level data be integrated with my CRM or MAP?
   
   • Yes. Engagement level metrics can sync with CRMs like Salesforce or MAPs such as Marketo and Eloqua for lead scoring and pipeline automation.
4. What’s considered a strong engagement score?
   
   • While it varies by industry, ON24’s 2025 benchmark report indicates that scores above 5.0 typically correlate with higher conversion likelihood.
5. How can I improve engagement levels in webinars?
   
   • Incorporate interactive tools—like polls, chat, surveys, and CTAs—and deliver relevant, personalized content throughout your events.

Editorial & Methodology Notice

This glossary entry was authored by the ON24 Editorial Team using first-party benchmark data, platform documentation, and engagement analytics validated by ON24’s research division.
Updated: October 2025