An engagement score is a numerical value assigned to leads or customers based on their interactions with a brand. This score helps businesses identify highly engaged prospects who are more likely to convert, as well as inactive customers who may require re-engagement strategies. Engagement scores are typically calculated using data from website visits, email interactions, social media activity, and purchase history. A CRM system assigns points based on predefined behaviors, such as opening an email, attending a webinar, or downloading a whitepaper. Companies can use engagement scores to prioritize sales efforts, personalize marketing messages, and improve customer retention.