User Engagement Score

What is User Engagement Score?

This composite score measures how engaged a user or account is based on predefined behavioral events. These might include:

• Login frequency
• Use of core or premium features
• Content creation or collaboration activity
• Time spent in the app
• Onboarding progression
• Support interaction or feedback

Each event is assigned a weight based on business value, and the sum forms the engagement score.

For example:

User Engagement Score = (Logins × 1) + (Feature A use × 3) + (Weekly activity × 2)

You can calculate this at the user level (to drive CS outreach) or account level (to forecast renewal or expansion likelihood).

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Why It Matters in B2B SaaS

• Spot churn risks early through declining engagement
• Identify high-potential leads for upsell or advocacy
• Enable CS teams to work proactively, not reactively
• Align GTM, product, and success efforts with user value realization
• Inform PQL scoring for product-led growth motions
• An engagement score creates predictable visibility into customer health beyond NPS or subjective sentiment.

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How to Measure User Engagement Score

Step1: Define what ‘meaningful engagement’ looks like

• E.g., report exports, dashboard creation, API calls, team collaboration

Step 2: Assign weights to actions

• Higher weights for actions closer to value delivery (e.g., creating a report vs. logging in)

Step 3: Determine a scoring window

• Typically 7, 14, or 30 days depending on product usage patterns

Step 4: Calculate score per user or per account

• Use your product analytics or a BI layer (Amplitude, Mixpanel, or custom dashboards)

Step 5: Set thresholds or segments

• Active, Passive, At Risk, Power User, etc. to drive automated playbooks

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Best Practices for Scoring and Activation

• Start simple, iterate later – Don’t overcomplicate version 1.
• Validate with outcomes – Do high scorers renew, refer, or expand more?
• Use for CS playbooks – Automate alerts for drop-offs or engagement spikes.
• Incorporate into CRM – Show account-level scores in Salesforce or HubSpot.
• Combine with intent data – Overlay usage with buying signals for powerful GTM triggers.