What do engagement metrics in Pardot primarily measure?

Engagement metrics in Pardot primarily measure how prospects interact with campaigns. These metrics provide insights into actions such as email opens, click-through rates, form submissions, and other activities related to the marketing materials or campaigns that prospects encounter. By analyzing these interactions, marketers can evaluate the effectiveness of their campaigns, understand prospect interests, and tailor their strategies accordingly. This focus on interaction helps in determining the overall engagement level of the audience and identifying areas for improvement in marketing efforts. Understanding engagement is crucial for optimizing future campaigns and achieving better conversion rates.