What metric indicates the level of interaction a lead has with a company's content in Pardot?

The engagement score is a critical metric in Pardot that reflects the level of interaction a lead has with a company's content. It aggregates various activities that a lead has undertaken, such as email opens, link clicks, form submissions, page views, and social media interactions. By considering all of these interactions, the engagement score provides a holistic view of how engaged a lead is with the content provided by the company.

This score helps marketers identify which leads are more responsive and likely to convert, allowing for more targeted follow-ups and marketing strategies. A high engagement score often indicates that a lead is highly interested in the brand’s offerings, enabling businesses to prioritize their outreach accordingly.

Other metrics like open rate, click-through rate, and conversion rate measure specific behaviors rather than overall engagement. Open rate shows how many recipients opened an email, click-through rate indicates the percentage of those who clicked on links within that email, and conversion rate tracks the percentage of leads who completed a desired action, such as filling out a form or making a purchase. While these metrics are valuable, they do not provide the comprehensive view of engagement that the engagement score offers.