Customer Engagement Score

Discover how Customer Engagement Score quantifies how actively and frequently users interact with your product or brand. Learn how to measure, track, and optimize this KPI to boost retention, product adoption, and customer success.

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KPI Details for Customer Engagement Score

Category	Marketing
Type	Leading Indicator
Calculation	There is no single formula—Customer Engagement Score (CES) is typically a weighted score based on specific actions and usage patterns. A common approach: CES = (Activity₁ × Weight₁) + (Activity₂ × Weight₂) + … + (Activityₙ × Weightₙ) = engagement activity (e.g., logins, feature usage, email opens) = assigned weight for importance
Measure	Tracks user activity and engagement, usually scored per user or segment to guide outreach and spot trends.
Data Sources:	HubSpot, Salesforce, Mixpanel, Amplitude, Pendo, Intercom, Gainsight, Segment, custom analytics dashboards.
Frequency	Tracked weekly or monthly to monitor engagement levels and detect churn or expansion signals.

Example target

Increase average Customer Engagement Score by 20% in Q3 by improving onboarding flows, launching feature adoption campaigns, and offering proactive support.

Example Reports Use Case

A Customer Success Manager tracks CES to prioritize outreach. Users with low scores may receive engagement nudges or educational content, while high scorers are candidates for referrals or upsells.

KPI Example

Best Practices for Customer Engagement Score

Define Key Engagement Actions by Persona

Tailor scoring based on what actions reflect value for each customer segment.
Regularly Recalibrate Weights

Adjust score weights as customer behavior or product focus evolves.
Automate Alerts for Low Scores

Trigger playbooks when engagement drops below a threshold to prevent churn.
Use Scores for Segmentation & Lifecycle Campaigns

Target content and communication based on where users fall in the engagement spectrum.

What is a Customer Engagement Score

A customer engagement score is a number that shows how involved someone is with your product. Not just whether they signed up or logged in, but whether they’re using it regularly and in meaningful ways. This score is usually built from a mix of behaviors, like how often they log in, which features they use, how long they stay, whether they ask for help, or if they give feedback. Each company chooses which signals matter and how to weigh them. A customer engagement score is a number that shows how involved someone is with your product. Not just whether they signed up or logged in, but whether they’re using it regularly and in meaningful ways. This score is usually built from a mix of behaviors, like how often they log in, which features they use, how long they stay, whether they ask for help, or if they give feedback. Each company chooses which signals matter and how to weigh them.

Picture two users. One logs in daily, explores new features, and adds teammates. The other logs in once, clicks around, then disappears. Their scores won’t be the same. That’s the point. The number helps you quickly spot who’s finding value and who isn’t.

In real life, people don’t wave flags to show how they feel about your product. The engagement score does that job. It gives your team a simple way to see who’s active, who might upgrade, and who’s likely to leave if no one checks in.

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