Average engagement score

What Is an Average Engagement Score?

An average engagement score is a quantitative metric used to measure audience participation, interactivity, and use of engagement tools during a webinar or virtual event.

Within the ON24 Intelligent Engagement Platform, this score represents the average level of engagement across all attendees. It reflects how actively participants interact with polls, Q&A, surveys, chat, resource downloads, and other engagement features throughout a session.

By tracking the average engagement score, marketers gain a clear picture of how compelling and interactive their webinars are—both regionally and globally.

Why Is the Average Engagement Score Important?

In a digital-first, global marketing landscape, engagement is the ultimate indicator of event success. Attendance shows reach, but engagement shows impact.

The average engagement score helps B2B marketers:

• Evaluate performance at scale: Understand how audiences interact across multiple webinars or regions.
  
• Identify high-performing content: Learn which sessions, speakers, or formats drive the most interactivity.
  
• Benchmark engagement globally: Compare engagement trends across markets such as North America, EMEA, and APAC.
  
• Correlate engagement with ROI: Use engagement data to improve conversion rates and sales follow-up strategies.
  

For ON24 users, this metric goes beyond clicks—it reflects true audience involvement and provides actionable insights for optimizing future digital experiences.

What Is the Average Engagement Score Used For?

The average engagement score is used to measure and compare the overall quality of audience interaction across webinars, virtual events, and on-demand experiences.

Marketers and event teams use this score to:

• Assess Event Performance: Identify how actively audiences participate in polls, chat, Q&A, or resource downloads.
  
• Enhance Global Campaigns: Compare engagement by geography, industry, or persona to tailor regional content.
  
• Improve Future Events: Analyze which sessions drive higher engagement and replicate those strategies.
  
• Support Lead Scoring: Combine engagement data with CRM or marketing automation tools to prioritize follow-up with highly engaged attendees.
  

In essence, the average engagement score helps transform behavioral data into a clear, comparable measure of audience interest and interaction.

How Is the Average Engagement Score Calculated?

While ON24’s exact scoring algorithm is proprietary, the average engagement score typically considers:

• Engagement Tool Usage: Poll responses, Q&A submissions, chat activity, and downloads.
  
• Viewing Duration: How long attendees stay in the webinar console.
  
• Interaction Frequency: The number of actions taken throughout the session.
  
• Content Interaction: Engagement with links, CTAs, and on-demand assets.
  

ON24 aggregates these individual engagement scores and calculates an overall average engagement score—offering a high-level snapshot of audience activity.

Key Benefits of Tracking Average Engagement Score

1. Global Benchmarking – Measure engagement across different webinars, languages, and regions.
   
2. Performance Insight – Quickly see which events resonate most with audiences.
   
3. Data-Driven Decisions – Optimize content strategy and event design based on engagement analytics.
   
4. Enhanced Personalization – Tailor messaging and follow-up by segmenting audiences by engagement level.
   
5. ROI Optimization – Connect engagement metrics to business outcomes like lead quality and conversion rates.
   

FAQs About Average Engagement Score

• What is a good average engagement score in ON24?
  
  • Scores vary by industry and event type, but higher averages indicate stronger audience participation and interactivity.
• Can engagement scores differ by region?
  
  • Yes. Engagement can vary across time zones and cultural preferences, making it essential to track and benchmark regionally for accurate global insights.
• How can I improve my average engagement score?
  
  • Include more interactivity in webinars—such as polls, live chat, and downloadable resources—and personalize follow-ups to maintain audience interest.
• Does ON24 calculate average engagement automatically?
  
  • Yes. ON24’s analytics dashboard automatically calculates engagement metrics and averages for each event and audience segment.

Conclusion

The average engagement score is one of the most important metrics in modern webinar and virtual event analytics. It helps marketers around the world understand how audiences interact, how content performs, and how to make digital experiences more engaging and effective.

With ON24, global marketing teams can benchmark engagement across countries, industries, and event types—transforming participation data into strategic insights that drive growth, personalization, and measurable ROI.