Step 1: Interaction Monitoring
Tracks website visits, email opens, and social media interactions.
Engagement tracking
$
Pricing
$400
The pricing for engagement tracking can be higher with increased complexity
Engagement tracking monitors how contacts interact with your company—like website visits, email opens, and social media activity. It assigns scores to show how engaged they are, helping you prioritize leads, target better, and improve marketing efficiency.
Engagement Tracking Flow in HubSpot
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Step 2: Engagement Scoring
Assigns engagement scores (0-50) based on interactions.
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Step 3: Engagement Levels
Classifies leads into levels: not engaged to most engaged.
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Step 4: Conversion Optimization
Enables tailored outreach for improved conversion rates.
What is it?
Engagement tracking monitors and analyzes all trackable interactions between contacts and your company’s assets, such as:
- Website visits and activity
- Social media interactions
- Email engagement (opens, clicks, and form submissions)
- Direct interactions with the sales team (including LinkedIn engagement)
This data is used to assign an engagement score to each contact (usually 0-50), classifying them into categories like:
- Not engaged
- Slightly engaged
- Moderately engaged
- Engaged
- Most engaged
Sample HubSpot engagement score configuration
| Category | Criteria | Points |
|---|---|---|
| Email activity (contact properties) | Marketing emails opened | 1-2 = 2 points 3-4 = 4 points 5+ = 5 points |
| Marketing emails clicked | 1-2 = 2 points 3-4 = 4 points 5+ = 5 points |
|
| Marketing emails replied | 1 point each (max 2) | |
| Recent marketing email opened date < 1 year ago | 1 point | |
| Recent marketing email clicked date < 1 year ago | 1 point | |
| Recent marketing email replied date < 1 year ago | 1 point | |
| Recent sales email opened date > 1 year ago | 1 point | |
| Recent sales email opened date < 6 months ago | 2 points | |
| Recent sales email replied date > 1 year ago | 1 point | |
| Recent sales email replied date < 6 months ago | 2 points | |
| Recent sales email clicked date > 1 year ago | 1 point | |
| Recent sales email clicked date < 6 months ago | 2 points | |
| Site activity (contact properties) | Number of pages seen | 1-2 = 2 points 3-4 = 4 points 5+ = 5 points |
| Time last seen < 1 year ago | 1 point | |
| Social media activity (contact properties) | Social media clicks | 1-2 = 2 points 3-4 = 4 points 5+ = 5 points |
| Recent social media click < 1 year ago | 1 point | |
| Conversions (contact properties) | Number of form submissions | 1-2 = 4 points 3-4 = 8 points 5+ = 10 points |
| Recent conversion date < 1 year ago | 2 points | |
| Calls (activity properties) | Connected call (connected count) | 1-2 = 2 points 3-4 = 4 points 5+ = 5 points |
| Meetings (activity properties) | Associated to scheduled meeting | 2 points |
| Recent meeting scheduled < 1 year ago | 2 points | |
| Associated to completed meeting | 3 points | |
| Recent meeting completed < 1 year ago | 3 points | |
| Chat functionality use (activity properties) | Number of visitor messages | 1-2 = 2 points 3-4 = 4 points 5+ = 5 points |
| Maximum total points (can vary) | 68 points |
What are the use cases?
- Lead scoring: Combine engagement tracking with ICP scoring to implement lead scoring.
- Prioritize highly engaged contacts: Focus marketing and sales efforts on contacts who are most actively engaging with your brand.
- Segment contacts by engagement level: Target campaigns based on how engaged contacts are with your company, ensuring more relevant outreach.
- Track lead nurturing progress: Measure how contacts move through different engagement categories over time and adjust nurturing strategies accordingly.
- Enhance sales handoffs: Hand off warm, highly engaged leads to the sales team at the right moment for optimal conversion.
What are the value adds?
- Increased sales and marketing efficiency
- Higher conversion rates
- Better campaign targeting Improved lead nurturing
- Increased revenue