Engagement Analytics

Engagement Analytics is your "why is my audience acting like this?" report. It breaks your audience into engagement levels, shows how those levels are changing over time, and gives you segment recommendations so you can send smarter campaigns instead of blasting everyone and hoping.

What you’ll learn

How many contacts are Hot, Warm, Cold, Inactive, Pending Scoring, and Never Engaged
Whether each engagement level is trending up or down over 30/60/90 days
How contacts are moving between levels (for example, Warm → Hot)
How the last 5 campaigns performed (opens, clicks, and engagement score)
Which engagement patterns are common (consistent, improving, declining, sporadic)
Which recommended segments you can create with one click

At the top of the report, you’ll see quick actions to manage the report view:

View

Use the View selector to choose what you want to analyze:

Entire audience: shows engagement across the full audience.
Specific group: shows engagement for contacts inside one group.

Group availability (important)

Only groups that have been used within the last 30 days will be available for reporting. If a group hasn’t been used recently, it may not appear in the selector until the group is used again.

Refresh

Refreshes the report to pull the latest available data. This is helpful if you just sent a campaign, imported contacts, or made changes and want the newest numbers.

Close

Closes the report and returns you to the previous screen.

Current engagement distribution

The top section shows how your audience is currently split by engagement level. Each level includes a count and a percentage.

Data freshness note: Engagement Analytics is calculated using complete daily data. That means the newest day available in the report is typically yesterday. You’ll see the "data through" date in the report so you know exactly what day the numbers include.

Engagement levels

Hot: highly engaged contacts (typically score 70–100)
Warm: engaged, but not super fans (typically score 40–69)
Cold: low engagement (typically score 15–39)
Inactive: very low engagement (typically score 0–14)
Pending Scoring: recently added contacts that are not scored yet
Never Engaged: contacts who have never opened or clicked any campaign or journey email

Pending Scoring (important)

Contacts that have just been added may show as Pending Scoring. For approximately 24 hours, these contacts will not have an engagement score, engagement level, or lifecycle stage while Tarvent collects initial activity and runs the first scoring calculation.

Use this section to answer: "How much of my audience is actually paying attention right now?"

30/60/90 day trend analysis

Trend analysis shows how each engagement level is changing over time. These are measured as percentage point changes (not raw counts).

How to read the changes

Hot / Warm changes: positive is usually good (more engaged contacts).
Cold changes: depends on context, but rising Cold often means engagement is slipping.
Inactive changes: positive usually means more contacts are falling inactive (not great).

A quick cheat sheet: if Hot/Warm are going up while Inactive is going down, you’re heading the right direction. If Inactive is climbing, it’s time to adjust targeting, content, or cadence.

Engagement level changes

This section shows how contacts moved between engagement levels in the last 30 days. It helps you see who is improving and who is cooling off.

Common movements you’ll see

Warm → Hot: engagement uplift (good sign)
Cold → Warm: recovering engagement
Inactive → Cold: starting to re-engage
Hot → Warm or Warm → Cold: cooling engagement
Cold → Inactive: becoming dormant (this is the "fix me first" group)

If you see more downgrades than upgrades, don’t panic. It just means your next campaign should be more targeted than a "send to everyone" hail-mary.

Last 5 campaign statistics

This section summarizes performance across the last 5 campaigns sent to this audience (or group). It focuses on simple signals you can act on quickly:

Average Last 5 Opens: average opens per contact across the last 5 campaigns (0–5)
Average Last 5 Clicks: average clicks per contact across the last 5 campaigns (0–5)
Average Engagement Score: average engagement score across contacts (0–100)
Open rate and click rate: average rate across the last 5 campaigns (0–100%)

If opens are decent but clicks are low, your subject lines are doing their job, but your content or CTA may need work. If both are low, it’s usually targeting, relevance, or sending too often (or too rarely).

Opens and clicks distribution

Distribution shows how many contacts opened or clicked 0, 1, 2, 3, 4, or 5 of the last 5 campaigns. This is a fast way to spot "who always shows up" vs "who never does."

Why it matters

0 opens / 0 clicks: likely needs re-engagement, preference update, or cleanup
1–2 opens: casually interested (good candidates for testing new content)
4–5 opens: your VIP crowd (reward them, don’t annoy them)

Tip: If "0 opens" is high, focus your next campaign on fewer contacts (Hot/Warm), then run a separate re-engagement sequence for the rest.

Engagement pattern analysis

This section groups contacts by engagement behavior patterns based on recent campaign activity:

Consistent: stable Warm/Hot behavior across multiple campaigns
Improving: engagement trend moving upward
Declining: engagement trend moving downward
Sporadic: inconsistent engagement (some activity, but unpredictable)

This view is helpful for timing: people in "Declining" are often recoverable if you act soon. If they slide into "Inactive," they get harder (and more expensive) to win back.

Insights

Insights are short, action-focused messages based on your engagement data. Not every audience (or group) will show the same insights, and they can change as your data changes.

Examples of insights that may appear

Pending scoring is high: suggests prioritizing onboarding and welcome campaigns for recently added contacts
Never engaged is high: suggests reviewing acquisition sources and running activation campaigns
Content-market fit signal: highlights whether engagement patterns look strong, moderate, or weak
Level movement: highlights whether more contacts are upgrading (Warm → Hot) or downgrading (Hot → Warm)
Campaign performance: flags strong or weak performance in the last 5 campaigns
Hot segment growth: highlights strong positive momentum
Inactive segment growth: warns that more contacts are going inactive
Re-engagement opportunity: calls out a large pool of contacts worth trying to save

Audience segment recommendations

Unlike the other reports, Engagement Analytics includes segment recommendations. These are pre-built targeting ideas based on what your audience is doing. When you click Create Segment, Tarvent can generate the segment for you so you can send a targeted campaign fast.

Common recommended segments

New Contacts - Welcome
Recently added contacts that haven’t established engagement patterns yet. Recommended strategy: welcome series, introduce value, set expectations.
Never Engaged - Activation
Contacts who have never opened or clicked. Recommended strategy: activation series with clear value and strong subject lines.
VIP Engaged
Hot contacts with consistent engagement. Recommended strategy: exclusive content, early access, loyalty offers.
Reliable Reads
Warm contacts with selective engagement. Recommended strategy: keep the core approach, test new content types.
Needs Attention
Cold/Inactive contacts showing declining patterns. Recommended strategy: re-engagement campaign, preference center, win-back offers.
Reengagement Priority
At-risk or dormant contacts with strong re-engagement potential. Recommended strategy: targeted win-back campaign with clear value.
Sporadic Engagers
Inconsistent engagement pattern. Recommended strategy: test send times, formats, and cadence.
Zero Engagement - Cleanup
No opens in the last 5 campaigns (excluding truly new contacts). Recommended strategy: final re-engagement attempt, then suppress or remove if needed.

Think of segment recommendations as "ready-to-run plays." You still choose the message, but Tarvent helps you pick the right crowd.

How to use this report

Pick your scope. Use the Groups selector to view the entire audience or a specific group.
Start with distribution. See how much is Hot/Warm vs Cold/Inactive (and how many are Pending Scoring).
Check trend analysis. Look for movement in Hot/Warm and growth in Inactive.
Review level changes. If downgrades are high, tighten targeting and review content/cadence.
Use last 5 stats. If recent campaigns underperformed, adjust before sending again.
Create segments. Use recommendations to target groups instead of sending one-size-fits-all campaigns.
Refresh after changes. After sending campaigns or importing contacts, refresh to see updated results.

FAQ

Why don’t I see a group in the Groups selector?

Only groups that have been used within the last 30 days are available for reporting. If a group hasn’t been used recently, use it again (for example, send to it or include it in a campaign) and check back.

What does "Pending Scoring" mean?

Pending Scoring contacts are recently added and not scored yet. For approximately 24 hours, they won’t have an engagement score, engagement level, or lifecycle stage while Tarvent runs the first scoring calculation. Once scoring completes, these contacts will move into the appropriate engagement level automatically.

What does "Never Engaged" mean?

These contacts have received emails but have never opened or clicked (including journeys, if enabled). If this number is high, review how contacts are signing up and consider running an activation campaign.

Why do distributions focus on the last 5 campaigns?

Using the last 5 campaigns gives you a quick, recent view of engagement behavior without requiring a deep historical audit. It’s a practical "what’s happening lately?" lens.

Do segment recommendations automatically create campaigns?

No. Segment recommendations help you create the segment faster. You still control what you send and when you send it.

Why does the report only show data through yesterday?

Engagement Analytics uses complete daily data. Today’s activity is still being collected and processed, so the newest day available in the report is typically yesterday. The report displays the "data through" date so you always know how current the numbers are.

Does Refresh always change the numbers?

Not always. Refresh pulls the latest available data, but if nothing new has been processed yet, the report may look the same until the next update cycle.