Property

Description

Behavioral: Recency

This property tracks customer activity on your site, assigning a score from 0 to 100 based on the last visit. A score of 100 means a customer was active today, while 0 indicates no activity for 100 days or more. Scores update after each visit.

Marketing teams leverage recency scores to identify highly engaged users for targeted offers, re-engage those with declining activity through personalized promotions, and reactivate inactive users via email or mobile outreach.

Behavioral: Frequency

This property measures how often a customer visits your site, helping marketing teams tailor their messaging. High-frequency visitors may warrant a more direct approach, such as a call center interaction, while less active users can be re-engaged through targeted email campaigns.

Behavioral: Intensity

This property tracks the depth of customer engagement by measuring the average number of page views per visit. Marketing teams use this data to tailor content strategies—high-intensity users, who engage deeply, can be served more content, while those with lower intensity may benefit from concise, targeted messaging.

Behavioral: Recent intensity

This property measures a customer's activity on your site over the past 30 days, with values decaying over time—halving after 72 days.

Marketing teams use this score to tailor outreach. A rising recent intensity score signals increased engagement, making it an ideal time to encourage purchases, subscriptions, or next steps in the funnel. Conversely, a drop in activity may prompt a re-engagement campaign via email or messaging to rekindle interest.

Behavioral: Momentum

This property tracks changes in a customer's engagement by comparing their past 7 days of activity to their usual weekly average. Scores range from 0 (significantly less activity than usual) to 100 (a major increase in engagement).

This score helps identify engagement trends. A sudden spike may indicate a high intent to buy, making these users prime targets for special offers. Conversely, a drop in momentum signals disengagement, allowing marketers to trigger re-engagement campaigns for inactive visitors.

Property

Description

Formula

Behavioral: Recency

Recency indicates the number of days since the visitor was last active. This value is 100 if the visitor has been active today, 99 for yesterday, 98 for two days ago, and so on. This value is 0 if the visitor has been inactive for 99 days or more.

Recency = 100 - dlv
​

Where:
​dlv = Number of days since the last visit

Behavioral: Frequency

Frequency provides a ranking from 0 to 100 for the average number of visits this person made per day from the first visit until today. All individual profiles in your tenant are considered (leaving out the top 5% of outliers). Visitors with the highest average receive a frequency value of 100. The value is 0 for visitors with an average of (nearly) 0 visits per day from their first visit date.

​Frequency = (v * 100) / (dfv * fmax)
​

Where:
​v = Total number of visits
​dfv = Number of days since the first visit
​fmax = Highest daily frequency of all visitors, ignoring the top 5% of values

Behavioral: Intensity

Intensity indicates the average number of page views per visit from the person's first visit until today. This value is 100 for visitors with the highest intensity average since their first visit in your channels, leaving out the top 5% of outliers. This value is 0 for visitors with an average intensity of (almost) 0 per day since their first visit.

​in = round((pn / pmax) * 10)
​Overall Intensity = (100 * Σ i1..n) / (dfv * imax)

Where:
​in = Intensity of single visit n
​imax = Highest daily intensity of all visitors, ignoring the top 5% of values
​pn = Number of pageviews for visit n
​pmax = Highest number of pageviews of all visitors, ignoring the top 5% of values
​Σ i1..n = Sum of all single visit intensities
​dfv = Number of days since the first visit

Behavioral: Recent intensity

Index for the recent intensity (amount of activity during one visit) of the visitor. The impact of an activity on the value will decrease over time. This value is 100 for visitors with the highest recent intensity in your channels. This value is 0 for visitors with a recent intensity of (almost) 0.

The formula for recent intensity is basically the same as for intensity (shown above), with one difference: the value of the intensity per visit (in) decays over time. Every 72 days, the value will be the half of what it was. For example, if the intensity of a visit was 8 on the day of the visit, it will be 4 after 72 days, and 2 after 144 days.

Behavioral: Momentum

Momentum considers the past 7 days of a visitor's activity and compares it to the average 7-day activity of that visitor in all time. The value is 50 when the last 7 days' activity is the same as the average. If there is more activity than the average, the value will be higher, with a maximum of 100. If there is less activity than average, the value is lower, with a minimum of 0.

New visitors
​IF first visit date is less than 7 days ago
​THEN momentum = 50
​Inactive visitors
​IF number of visits in last 7 days is 0
​THEN momentum = 0
​Decreased momentum
​IF number of visits per day since the first visit is greater than or equal to that of the last 7 days
​THEN momentum = (vf / vw) * 50
​Increased momentum
​IF number of visits per day since the first visit is lower than that of the last 7 days
​THEN momentum = 100 – (vf / vw) * 50
Where:
​vw = Number of visits per day in the last 7 days
​vf = Number of visits per days since the first visit