DocumentationMarketo Optimizer Documentation

Person engagement scores engagement-scores

Last update: August 24, 2026

A person engagement score is a number that reflects the level of engagement for an individual lead. Scores are based on the activities a person performs, where each activity type carries a weighted value. Scores are normalized within your instance (tenant) to enable consistent comparison and allow for actionable insights.

Score calculation runs daily. Any engagement-weighted activity performed by the person within the last 30 days contributes to the score. With this 30-day rolling window, older activity occurrences expire and scores can decrease over time (score decay). Displayed scores are rounded (for example, a score of 75.89999 is displayed as 76).

Engagement score data is available from Reports.

Person engagement score report data {width="800" modal="regular"}

The person engagement score is an attribute you can use as a filter condition in people lists and split path nodes in person journeys.

Activities used for engagement scoring activities

Engagement scoring is not trigger-based. It is a daily process that evaluates activity for all leads and recomputes scores. Activities use weights to inform scoring according to the active weighting model, which determines how much each activity type contributes to the overall score.

There is a daily frequency cap of 20 for each activity type. If a person performs the same activity more than 20 times in a single day, the count for that activity is capped at 20.

Activity name
Direction
Description
Default weight
Attend Conference
Inbound
High-intent in-person engagement signal
60
Click Email
Inbound
Active click = meaningful engagement
30
Click Sales Email
Inbound
Active click on sales outreach
30
Click Marketo Email
Inbound
Active click = meaningful engagement
30
Engaged with Concierge
Inbound
Live engagement via concierge tool
60
Engaged with Live Chat in Concierge
Inbound
Live chat = high buying intent
60
Fill Out Marketo Form
Inbound
Form fill = explicit lead intent
40
Interesting Moment
Inbound
High-value behavioral trigger
60
New Lead
Inbound
Entry point — baseline score
30
Open Email
Inbound
Passive engagement; lower than click
30
Open Marketo Email
Inbound
Passive engagement; lower than click
30
Open Sales Email
Inbound
Passive engagement; lower than click
30
Read WhatsApp Message
Inbound
Passive read; lower-weight channel
30
Received Forward to Friend Email
Inbound
Viral signal; mild positive
30
Reply to Sales Email
Inbound
Direct reply = strong buying signal
40
Request Campaign
Inbound
Self-initiated action — high intent
30
Request Marketo Campaign
Inbound
Self-initiated action — high intent
30
Scheduled Meeting in Concierge
Inbound
Highest-intent conversion action
60
NOTE
Engagement score activities are recorded in the Marketo Engage activity log for a person. You can access this log in the associated Marketo Engage instance. For more information, see Locate the Activity Log for a Person in the Marketo Engage documentation.

Scoring logic scoring-logic

The system applies a multi-step normalization process to produce a consistent score across all leads in your instance.

  1. Identify all engagement-weighted activity types that have an associated weight and daily quota, such as email clicks, form fills, and event attendance.

  2. Identify all engagement-weighted actions performed by the person within the look-back window, which is currently 30 days.

  3. Normalize the activity type weights across all engagement-weighted activity types identified in step 1, ignoring types that did not occur within the look-back window.

    This step uses Min-Max Normalization and reduces the artificial dilution of activity type weight for instances that do not use most activity types.

  4. Apply the daily frequency cap per person and activity type.

    This step reduces the influence of high-volume, lower-value activities on the overall score.

  5. Calculate the raw engagement score by summing the daily activity per activity type, multiplying it by the associated weight, and then summing the results across all days in the look-back window.

  6. To stabilize variance by reducing the impact of outliers, apply a Power Transformation (Square Root).

    This transformation reduces skewness and makes patterns in the data more linear.

  7. To ensure that scores use the full range from 0 to 100, apply a Scaled Normalization transform.

Filter by engagement score engagement-score-filter

You can use person engagement scores as a filter when defining the audience for a people list or for segmenting in a person journey.

The Person engagement score filter appears in the filter panel under the Person attributes category.

People lists people-lists

When managing members in a static people list or defining rules for a dynamic people list, you can filter by person engagement score to target people matching your criteria.

Person engagement score filtering for a people list {width="700" modal="regular"}

Static list — Add members

  1. Open the static list and click Add people at the top right.

  2. In the filter dialog, expand People attributes and drag Person engagement score onto the canvas.

  3. In the filter condition, choose an operator and enter a value to match the scores you want to target.

  4. Click Done to apply the filter and qualify matching people into the list.

Dynamic list — Set membership rules

  1. Open the dynamic list and select the Rules tab.

  2. Click Edit rules.

  3. In the filter dialog, expand People attributes and drag Person engagement score onto the canvas.

  4. In the filter condition, choose an operator and enter a value to match the scores you want to target.

  5. Click Done to save the rule.

    Membership is updated automatically as person records are evaluated against the rule.

Person journeys person-journeys

When you configure segmentation for a person journey in a Split paths node, you can use person engagement score as a person profile filter to control which people enter the journey path.

Person engagement filtering for a split path condition {width="700" modal="regular"}

  1. Click the Split paths node in the journey canvas.

  2. In the node properties panel on the right, click Apply condition or Edit condition for a path.

  3. In the filter dialog, expand People attributes and drag Person engagement score onto the canvas.

  4. In the filter condition, choose an operator and enter a value to match the scores you want to target.

  5. Click Done to save the filter for the path.

Configure engagement score weighting configure-weighting

In Marketo Optimizer, you can configure engagement score weighting directly from the Coworker chat interface.

For background on engagement score models, weighting bands, and activity weights, see Configure custom engagement score weighting.

  1. Open the Coworker chat panel from the left side of the screen (chat icon).

  2. In the chat input field, type the forward slash command followed by your intent. For example:

    /engagement-configuration Configure activity weights for the person engagement score model

    As you type /, Coworker displays a list of available slash commands and skills. The engagement configuration command routes directly to the Engagement Score Weighting page.

    Access the engagement configuration skill in Coworker {width="700" modal="regular"}

  3. Click the Submit (up arrow) icon or press Enter.

    Coworker processes the request and opens an Engagement Configuration tab in the main content area next to the chat panel.

Review the engagement score weighting list review-weighting-list

After the tab opens, the Engagement Score Weighting page displays all existing scoring models in a table with the following columns:

Column
Description
Name
The model name (click to open details)
Status
Active, Draft, or Archived
Creation date
When the model was created
Last updated
Most recent save timestamp
Last updated by
User who last saved changes

Engagement score weighting models {width="700" modal="regular"}

At any given time, only one model can be Active. The currently active model is applied to all engagement score calculations.

Open a scoring model open-scoring-model

Click the name of any model in the list to open its details page.

The detail page shows:

  • Model name and current status badge (Active, Draft, or Archived)
  • A Search field to filter the activity list
  • The full activity table with Engagement activity, Weighting, Last updated, and Last updated by columns

Engagement score weighting model details {width="700" modal="regular"}

For archived models, Delete and Duplicate are displayed at the top right. For draft models, Activate is also displayed.

Edit activity weights for a draft model edit-activity-weights

Draft models have editable Weighting options for each engagement activity. To change a weight:

  1. Click the draft model name in the list.

  2. In the activity table, locate the engagement activity you want to update.

  3. Click the Weighting down arrow for that activity and select the appropriate weighting band (for example, Important, Trivial, Minor, Normal, and Vital).

    Changes are saved automatically — no explicit Save action is required.

NOTE
To edit an active or archived model, duplicate it to create a new draft model, then edit and activate the duplicate. You cannot edit an active model in place.

Activate a draft model activate-weighting-model

Activating a draft model automatically archives the previously active model. The newly activated model then applies to all future engagement score calculations. When your draft model is configured with the correct activity weights:

  1. Click the draft model name in the list.

  2. Click Activate at the top right.

  3. Confirm in the dialog.

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