Engagement Percentile

What is Engagement Percentile?

Engagement Percentile gives every member in your community an activity score, shown as a percentile from 1 to 100. A member in the 96th percentile is as engaged as or more active than 96% of the other members in your community. A member in the 12th percentile is near the bottom.

There are three scores, and each one counts a different set of activities:

The six qualifying activities are:

Every activity counts the same amount. There is no secret weighting, no machine learning model, and no black box. A score is a count of activities, converted into a percentile so you can see where each member sits relative to everyone else.

Scores are recalculated once a day. Activity from today will be reflected in tomorrow's scores, not immediately. This means the numbers you see are current as of the last daily calculation rather than live to the second.

Scores are always tied to a time range. By default, every score is calculated over the trailing 12 months. That is what you see on the Members page until you change it. The only way to change the range is to set a Date Range in the Activity filter, which recalculates the scores shown in the columns. There is no separate setting for it.

Where you'll see it:

• Members page: Engagement, Click, and Message percentile columns you can sort and filter by
• Member profile side panel: an individual member's three scores
• Campaign Compose: activity as an audience filter when choosing who receives a campaign

Why use Engagement Percentiles?

Before Engagement Percentiles, finding your most or least active members meant exporting raw event data and crunching it yourself, or guessing. Engagement Percentiles turn that into a column you can sort and a filter you can apply.

Practically, it lets you:

• Reward your biggest fans. Send early access, pre-sales, merch drops, or a thank-you to the top 5% without manually hunting for them.
• Win back people who are drifting. Find the bottom 25% and send a re-engagement campaign before they tune out for good.
• Keep your list clean. Identify dormant members so you are not paying to message people who stopped listening.
• Combine activity with everything else you already segment by. Activity filters stack with location, join date, custom member data, and subcommunities. "My most engaged members in the Los Angeles area" is a two-filter question now.
• Explain your targeting. Percentiles are simple enough to defend in a meeting. "We sent this to the top 10% most active members over the last 90 days" is a sentence anyone on your team can understand.

How do you use Engagement Percentiles?

Show activity columns on the Members page

1. Go to Members.
2. Click the columns icon in the toolbar above the member list to open the Show/Hide Columns picker.
3. Expand the Activity section.
4. Check Engagement Percentile, Click Percentile, and Message Percentile to add them to the table. Uncheck any you don't want.
5. Click Done.

Quick tip: Engagement Percentile is already included as a column in the default system view, so you will see it on the Members page without setting anything up. Click Percentile and Message Percentile are the two you need to turn on yourself.

The same Activity section also contains supporting columns you may find useful alongside the percentiles, including Last Activity Date, Last Campaign Received, Last Campaign Response, Last Link Click, Last Media View, Last Survey Response, and the Total equivalents for each activity type.

Read a score

Each score appears as a colored ring with the percentile beside it. The ring fills in proportion to the score, so a quick scan down the column tells you who is hot and who is cold without reading every number.

Unless you have set a Date Range in the Activity filter, the numbers you are looking at cover the trailing 12 months. Hover the information icon next to a column header to confirm the time range the score was calculated over.

Sort by a percentile

Click any activity column header to sort the member list by that score. Click again to reverse the direction. This is the fastest way to answer "who are my top 50 members right now."

Filter by most or least active members

1. On the Members page, click the filter icon to open Manage Filters.
2. In the left-hand list of filter categories, select Activity.
3. Choose a tab at the top:
   • Most Active to target your most engaged members
   • Least Active to target your quietest members
   • Last Activity to filter by when a member was last active
   • Total Activity to filter by raw activity counts rather than percentiles
4. Under Activity Type, pick All Engagement, Click, or Message.
5. Under Date Range, pick the period the score should be measured over. Your options are All time, Last 12m, Last 90d, or Last 30d. This does more than narrow the filter: it recalculates the percentiles shown in the Members page columns, so the numbers in the table will change to reflect the range you picked. Clear the filter and the columns go back to the trailing 12 months.
6. Under Activity Percentile, pick how much of the population to include, for example Top 10 Activity Percentiles or Bottom 25 Activity Percentiles. The member count for each option is shown so you know the size of the group before you commit.
7. Add any other filters you want in the Including and Excluding panels on the right, then click Done.

The filtered list supports all the existing Members page actions, so from here you can create a subcommunity, start a campaign, or take any other bulk action on the group.

View a single member's percentiles

Click any member row to open the member profile side panel. Their Engagement, Message, and Click percentiles are shown there, calculated over the same time range as the Members page columns.

Target a campaign by activity

1. Start a new campaign and go to the audience step.
2. Add an Activity filter.
3. Configure it the same way as on the Members page: activity type, date range, and percentile.
4. Add any other audience filters. They combine using the AND/OR logic you set, so "top 20% most active in the last 30 days" AND "located in Los Angeles" resolves to the overlap of both.

How do you use Engagement Percentiles well?

Pick the score that matches what you're asking for

• Engagement is the right default for general "who are my best members" questions.
• Click is your signal for members who act on links. Use it when the campaign's goal is a ticket link, a product page, or a media drop.
• Message is your signal for members who talk back. Use it when you want conversation, replies, survey completion, or a genuine two-way moment.

A member can be in the 90th percentile for Click and the 20th for Message. That is not a contradiction, it just means they tap but don't type. Both are valuable, for different campaigns.

Match the time range to the decision

The default, trailing 12 months, is a reasonable general-purpose view. Change it when the decision you're making has a narrower window.

• Last 30 days answers "who is engaged right now." Best for momentum-based sends and time-sensitive offers.
• Last 90 days or last 12 months smooths out a quiet month and is better for loyalty decisions like VIP status.
• All time rewards tenure. Your longest-standing members will sit higher here.

If you use a trailing window and save the filter, it keeps updating as time moves forward. 

Remember that percentiles are relative

The top 10% always exists. Even in a quiet month, someone is in it. A high percentile means "more active than most of your members," not "very active in absolute terms."

If you need an absolute answer, use the Total Activity tab to filter on raw counts instead of percentiles, or add a Last Activity Date filter to confirm the group has actually done something recently.

Sample use cases

Save the segments you use repeatedly

Once a filter combination works, save it as a Saved View rather than rebuilding it each time. That keeps your targeting consistent across sends and makes it easier to compare performance between campaigns.

Watch your send volume

Filtering to the top 5% of a large community can still be thousands of members, and filtering the top 5% of a small one can be a handful. Always check the member count shown in the filter before you send.

Common Questions

Why are the activity columns not showing up? 

Engagement Percentile appears in the default system view. Click Percentile and Message Percentile are off until you turn them on, and any column can be hidden in a custom view. Open Column Filters from the Members page toolbar, expand Activity, and check the columns you want.

Why do members have the same score? 

This usually means activity in your community is evenly distributed for the range you picked, or the range is too short to separate people. Widen the Date Range in the Activity filter, or switch to Total Activity to compare raw counts instead.

Why did the numbers in my score columns change after I applied a filter? 

That's expected. Scores default to the trailing 12 months, and setting a Date Range in the Activity filter recalculates the percentiles shown in the columns for that period. Clear the filter to return the columns to the trailing 12 months.

Why did a member's percentile change but I didn't do anything? 

First check whether a Date Range is applied, since that changes what the columns are measuring. Beyond that, percentiles are relative to everyone else, so if other members became more active, an unchanged member will drift down without doing anything differently. Scores also recompute on a schedule, so a score you saw yesterday reflects the data as of the last recompute. 

Why doesn't the score reflect a campaign I just sent? 

Give it time to recompute. Scores are calculated once per day. Activity from a send won't appear in scores immediately. 

Why did my filter return zero members?

Check that your Including and Excluding filters aren't contradicting each other, and widen the percentile or date range. 

Why does a member who joined recently have a low score? 

Members who joined partway through the selected range have had less time to accumulate activity, so they can look less engaged than they are. For newer members, use a shorter trailing window so everyone is measured over a comparable period. 

What counts as inactive? 

A member with no qualifying activity in the selected range sits at the bottom of the range and is included in Least Active results. 

Can I export the scored list? 

Not in this release. Activity scores are available on the Members page, in the member profile side panel, and as a campaign audience filter, but they cannot be exported to a file or accessed via API yet. To act on a scored group, filter the Members page and use the existing actions there, such as creating a subcommunity or starting a campaign.