Engagement score

What Is an Engagement Score?

An engagement score is a key performance metric within the ON24 Intelligent Engagement Platform that measures how actively an attendee participates in a webinar or digital experience.

Rather than just tracking attendance, the engagement score aggregates multiple activity signals—such as time spent viewing, poll participation, Q&A interactions, content downloads, and CTA clicks—to create a comprehensive index of audience involvement.

This metric allows marketers to understand who is most engaged, what drives that engagement, and how it impacts downstream business results. It’s one of the foundational analytics used in ON24’s Performance Analytics and webinar capabilities to improve event ROI and lead scoring accuracy.

Why It Matters

• Lead qualification: Identify which attendees show buying intent through their engagement behaviors.
  
• Program optimization: Measure how effectively webinars and digital events hold audience attention.
• Pipeline acceleration: Share engagement scores with sales teams for faster, data-backed follow-ups.

How It’s Used

B2B marketers, demand generation professionals, and enablement teams use engagement scores to evaluate event success and target high-value prospects. Common use cases include:

• Lead scoring: Incorporate engagement scores into CRM or MAP workflows for automated prioritization.
  
• Event performance benchmarking: Compare average engagement scores across sessions or campaigns.
  
• Account-based marketing (ABM): Aggregate individual scores to assess account-level engagement health.
  
• Audience segmentation: Create nurture tracks for attendees with high engagement or partial participation.
  
• Content improvement: Use score patterns to identify which topics or formats drive maximum interactivity.
  

When paired with first-party analytics, the engagement score becomes a powerful indicator of marketing effectiveness and audience intent.

Key Benefits

• Unified insight: Capture all interactivity metrics in one simple, scalable score.
  
• Predictive intelligence: Anticipate lead readiness based on behavior trends.
  
• Cross-event comparability: Benchmark engagement consistently across webinars and virtual events.
  
• Enhanced collaboration: Enable marketing and sales alignment through transparent, data-driven engagement insights.
  
• Proven correlation: Higher engagement scores consistently align with higher conversion rates, as verified by ON24’s benchmark data.
  

For more on engagement-driven strategy, explore ON24’s Propel Your Pipeline resource center.

Frequently Asked Questions

1. What is an engagement score in ON24?
   
   • An engagement score measures how actively an attendee participates during a webinar or digital event, based on multiple activity factors like polls, chat, and downloads.
2. How is engagement score calculated?
   
   • ON24 calculates engagement scores by weighting attendee actions—such as session duration, poll responses, and Q&A participation—to produce a composite value on a 0–10 scale.
3. What’s considered a good engagement score?
   
   • According to ON24’s 2025 benchmarks, webinars achieving scores above 5.0 typically outperform peers in lead conversion and content consumption.
4. Can engagement scores be integrated with my CRM or MAP?
   
   • Yes. Engagement scores can be automatically synced with systems like Salesforce, Marketo, or Eloqua to enhance lead scoring models and automate follow-up workflows.
5. Do engagement scores apply to on-demand webinars?
   
   • Absolutely. ON24 measures engagement across both live and on-demand sessions, allowing for a full-funnel view of participant activity.

Editorial & Methodology Notice

This page was created by the ON24 Editorial Team using verified 2025 benchmark data, platform documentation, and engagement measurement best practices aligned with EEAT standards.
Updated: October 2025