What it is
The 1st Party Score measures account engagement with your owned digital properties, primarily website activity, over a rolling 90-day window.
The score:
Is recalculated daily
Ranges from 0 to 99
Reflects only website activity from the past 90 days
The score appears at the account level within the Audience tab, in the 1st Party Score column. Clicking it takes you to the Website Tracker, where you can review detailed visit activity and timing for that account.
Accounts are grouped into engagement tiers based on their numeric score:
Green (70–99): High engagement
Orange (40–69): Moderate engagement
Red (0–39): Low engagement
N/A: No website activity data available
Tier assignment is determined strictly by these numeric ranges.
What the Score Measures
Note: Page activity does not require visits to different pages. Repeated visits or interactions with the same page also contribute to the score.
The 1st Party Score is based on two primary engagement signals:
Recency of website visits
Volume of engagement (total page activity across visits)
More recent visits contribute more strongly to the score than older visits.
Visits that generate more page activity (including repeated views of the same page or multiple visits) contribute more strongly than lighter interactions.
Activity older than 90 days does not contribute to the score.
The final score is capped at 99.
How Engagement Impacts the Score
Although the exact scoring logic is system-driven, the following general patterns apply:
Recent activity increases the score more than older activity
Multiple visit days increase the score more than a single visit
Higher overall page activity (including repeated visits or interactions with the same page) increases the score more than minimal activity.
Sustained engagement across multiple recent days will typically result in higher scores.
How to Interpret Each Tier
Red (0–39)
Accounts in this range typically show:
Limited or light engagement
Older website activity
Minimal page volume
This suggests low current website engagement.
Orange (40–69)
Accounts in this range typically show:
At least one meaningful visit, especially if recent
Or multiple moderate engagement days
This suggests moderate or developing interest.
Green (70–99)
Accounts in this range typically show:
Strong recent engagement
Multiple active visit days
High overall page activity across visits (including repeat visits or repeated interactions with the same pages)
This suggests sustained and/or high-intent website activity.
Important Considerations
The score reflects only first-party website engagement
Scores naturally decline over time if engagement does not continue