Understanding Warmth Reason and Engagement Signals – Propensity

What this is

The Warmth Reason explains the primary engagement signal that caused a contact’s status (Cold, Warm, or Hot) to change.

It is visible in areas such as:

Warmth Reason helps you understand what type of interaction drove engagement, without needing to review the full activity history.

A contact may have multiple interactions with your campaigns, such as:

However, Warmth Reason displays only one primary signal.

This means:

To see all engagement activity, you must review the contact’s activity history.

For Propensity Display Network, Warmth Reason is shown as Website Visit

Even if the engagement started with an ad click, the platform attributes the Warmth Reason to the resulting website visit.

Example:

Both events are still tracked, but Website Visit is displayed as the primary signal.

For social and similar ad channels, Warmth Reason is shown differently.

Examples include:

In these cases, Warmth Reason reflects the ad interaction directly, such as:

Unlike Propensity Display Network display, these channels do not default to Website Visit as the primary signal.

Warmth Reason shows only a summary of engagement.

To view all activity for a contact:

Here you can see all recorded interactions, including:

This provides a complete view of how the contact interacted with your campaigns.