Marketo Certified Expert Certification Practice Test

Which of the following is NOT considered when calculating an engagement score?

1. Open

2. Click

3. Success

4. Exhaustion

The correct answer is: Exhaustion

Engagement scoring is a method used to quantify the level of interaction and interest a lead has with your marketing content. The most common elements considered when calculating engagement scores typically include actions that indicate active participation or interest, such as opens and clicks. Open metrics reflect the frequency with which emails are viewed, while click metrics measure how often a recipient engages with the content of those emails through links. The term "success" can also be integral to engagement scoring, as it often encompasses conversions or completions of desired actions, indicating a significant level of interest and effectiveness. On the other hand, "exhaustion" does not directly measure engagement. Instead, it refers to a state where a lead may feel overwhelmed or disengaged due to excessive communication or too many demands on their attention. Therefore, while it can be an important consideration for managing marketing strategies, it is not a measurement of engagement itself, which is why it is not included in calculating engagement scores.