What this is
This guide defines the key terms, statuses, and metrics used throughout the Propensity Account History experience in Salesforce and HubSpot.
When to use this
Use this guide when:
- Reviewing account engagement data in Propensity Account History
- Understanding what a specific status, tag, or metric means
- Explaining Account History terminology to your team
Account Summary
Intent score
At the top of the account profile, an intent score badge (for example, "HIGH · 99") reflects the account's current intent level, derived from intent topic and website visit activity in the last 90 days.
Clicking the badge opens a breakdown showing:
- Intent Topics: specific topics driving the account's intent signal
- Engagement: recent activity counts, including Site Visits, Ad Clicks, and Sales Touches
Account engagement status
Each account is assigned an engagement stage:
- Unengaged: Default state
- Aware: Has Propensity ad impressions in the last 90 days
- Engaged: Has a sales touch or a marketing email send, derived from your CRM activity data
- Active: Has active signals in the last 90 days (e.g. website visits, clicks, sales responses)
- Opportunity: Has an opportunity in your CRM (last 90 days)
Account Engagement Trend
Near the top of the account profile, alongside the engagement stage and intent score, Propensity displays an Account Engagement Trend summary.
This includes:
- A trend label (for example, "Steady")
- A narrative summary describing recent intent signal activity, including the change in signal volume over the last 4 weeks
- A breakdown of themes tied to the account's intent signals, grouped the same way as under Signal Intelligence above: new themes appearing, themes fading, and persistent themes
More details
Clicking More Details next to the account name reveals firmographic data associated with the account, including:
- Company Size
- Revenue
- Location
- Industry
- Total Contacts
Recommended next steps
This section has steps recommended by our system, based on the unique engagement of each account Each recommendation includes:
- A priority level (e.g. High)
- A suggested timeframe
- A confidence score, reflecting the model's confidence in the recommendation
- Supporting context explaining why the recommendation was made
- Tags describing the trigger behind the recommendation. Examples include high intent, low coverage, contacts warming, weak display CTR, or no first-party engagement. Other tags may appear depending on the account.
Trends
The Trends view tracks engagement and intent activity over time, including:
- Signal Intelligence, which groups intent-related themes into three categories: Emerging, Fading, and Persistent
- Campaign intent and website engagement trends
Coverage
The Coverage view shows how much of an account's contact base has been reached.
Coverage percentage reflects the share of contacts that are Reached or Engaged, out of the account's total contacts in Propensity’s database.
Contact status is defined as:
- Engaged: Contact or lead activity from your CRM, or website visits and ad clicks tracked by Propensity
- Reached: Outbound touches logged in CRM (e.g. emails sent) or ad impressions from the Propensity Display Network
- Untouched: No activity logged for the contact in Propensity or Salesforce
Contacts
Each contact listed includes:
- Email validation label: Valid, Catch-all, or Invalid
- System presence tags: Indicate which connected systems the contact record exists in (for example, Propensity only, or Propensity and Salesforce)
- Title: The contact’s job title
- Status: Untouched, Reached, or Engaged (see definitions under Coverage above) over the last 90 days
- Last activity: The last day when an activity was registered, and if this activity was registered in a CRM or Propensity