How contact and group scores are used within reports

Scores are automatically calculated by the system to indicate how engaged your contacts and groups are with your Campaigns.

A group score is the average of the scores for all contacts within the group. Group scores are updated every 30 minutes.

A contact score measures how engaged an individual contact is with the Campaigns they have been sent. This increases or decreases based upon the activity a recipient takes with a Campaign.

More specifically, a contact score increases when a contact:

• Views a Campaign for the first time (+1)
• Clicks a link (+1 for every click)
• Replies to a Campaign (+1)

A contact score decreases when a contact:

• Reports spam (-1)
• Results in a bounce (-1)
• Opts out (-1)

What is a good score?

Scores will depend on the number of Campaigns a recipient has received, and how many actions they have taken with those Campaigns, so there is not a general rule of what makes a good/bad score.

For example, a recipient who has received five (5) Campaigns may have viewed each Campaign and clicked on the links within the Campaigns. They would have a score of 10. Another recipient may have received 100 Campaigns and only viewed 10 Campaigns. They would also have a score of 10. So, the score by itself cannot be deemed good or bad, but how it relates to the number of Campaigns that have been sent to that contact.