Engagement scores in Personalization

Engagement scores display how much a given user has interacted with your website which can be based on the following attributes:

  • The number of pages visited

  • The visitor has accessed specific pages that you have assigned more engagement value

  • The visitor may have performed an action, such as subscribing to a newsletter

Engagement score fields exist at the event, touch, and person levels of the Personalization profile.

You can define engagement scores through column metadata. The rolling 90-day value for the person touch can be changed to another timeframe, such as 30 days. Event level engagement scores aren’t shown in the visitor profile by default, but you can add an entry.

By default, Personalization sets an engagement score to 1 for every Content View event. Acquia subscribers can set their own custom values for engagement scores for other types of behavior. For example, a custom Played Video event can have an engagement score of 10, and a Shared Content event can have an engagement score of 25.

The touch engagement score is set by the system to add up all the event engagement scores in the touch. If a visitor looked at 5 pieces of content, then, by default, their touch engagement score would be 5.

All the events in the past 90 days are combined in the person touch. If the person had two touches in the past 90 days with touch engagement scores of 5 and 15, their person engagement score would be 20.


When an identity merge occurs and a pre-existing visitor’s identifier is added to an existing visitor profile, the visitor who has the identifiers added to their profile is referred to as the person of record. Personalization adds the engagement score for the pre-existing visitor to the person of record’s engagement score, and then displays the calculated total as the new engagement score for the person of record.

The engagement score can be passed as a custom event using the JavaScript API.