The Goal: By the end of this article, you will know how to open the Engagement Overview in the Action Center and understand what each score, risk flag, and trend on it is telling you about your membership.
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Before You Begin:
- You need access to the Engagement area and the Action Center in your GrowthZone database.
- Scores and trends rely on member activity data, so the most useful insights come from a database with login, event, purchase, and communication history.
Microlearning Overview
How to get to the Engagement Overview
- Go to Engagement in the left-hand navigation.
- Select the Action Center.
What the Engagement Overview Does
The Engagement Overview turns individual member activity into a single, honest picture of your whole organization — and then shows that picture as it moves over time. Here is what each part measures:
- Average Engagement score: Each contact is scored 0–100 across three weighted signals: login recency (max 40, −0.4/day), events attended in the past year (max 55, +5 each), and purchase volume + recency (max 25 combined).
- Churn Risk: Each member scores 0–5 churn risk points by flagging the following: dropped/suspended status, no events registered in the period, outstanding balance, expired membership with a balance due or suspended, and no communication in the past 30 days (or 60 days for the prior period).
- Churn Rate: Members dropped in the last 30 days ÷ Members active at the start of that window.
- Active Members — Month-over-month active member count change per tenant: current 30-day window vs. prior 30-day window, with absolute and percent delta.
- Engagement Score — Engagement score per member: weighted sum of active status, purchase count, recent communication, and event attendance — ranked highest to lowest. Current categories are just a start.
- Total Members: Month over Month Total Members.
Common Pitfalls
- Treating a single score as the whole story: One number tells you about one member; the distribution tells you about your whole organization. Read the at-risk, watch, and engaged groups together rather than reacting to any one contact's score.
- Acting on AI output without reviewing it: Engagement scoring is AI-assisted and can make mistakes. Confirm a member's status and history before launching a campaign or making a renewal decision based on the score.