Understanding Buyer Engagement

Buyer Engagement helps you understand how people interact with content you've shared using tracked links.

It brings together activity from your tracked ROI Models, Resources and Collections so you can see which shared content is generating engagement and explore individual sessions in more detail.

How Buyer Engagement works

Buyer Engagement starts with a tracked link.

When content is opened through a tracked link, Ekphrastic can record a session and supported activity that occurs during that session.

The basic flow is:

Tracked link → Session → Engagement activity → Buyer Engagement

If you share content using an untracked link, that activity does not appear in Buyer Engagement.

What you can see

Buyer Engagement provides information including:

• Sessions — individual tracked visits associated with a link.

• Engagement time — measured engagement activity recorded during those sessions.

• Interactions — supported actions recorded while someone engages with the content.

• Intent — an engagement signal calculated from selected interactions.

Together, these metrics help you understand the level and type of activity associated with your shared content.

They should be treated as engagement signals, rather than proof of a buyer's intentions or identity.

Tracked links

Your main Buyer Engagement view is organised around the tracked links you've created.

A single ROI Model, Resource or Collection can have multiple tracked links.

Each tracked link maintains its own engagement history, allowing you to review activity associated with different shares separately.

For example, if you create separate tracked links for two opportunities using the same ROI Model, each link can build its own engagement history.

Sessions

When someone opens content through a tracked link and a tracked visit begins, Ekphrastic records a Session.

A tracked link can have multiple sessions.

Sessions let you move beyond the overall engagement summary for a link and examine individual periods of activity in more detail.

Important: A Session represents tracked activity through a link. It does not represent a verified unique person.

The same person may generate more than one session, and a link may also be forwarded and used by someone else.

Session interactions

You can drill into an individual session to review the interactions recorded during it.

The Session Interactions Analytics view presents supported events in the order they occurred.

This can help you understand more about how the shared content was used during a particular session rather than relying only on the overall engagement summary.

The interactions available depend on the content being viewed and the actions Ekphrastic tracks for that content.

Engagement time

Engagement time represents measured engagement activity recorded during tracked sessions.

It is not an exact measurement of how long somebody was reading, watching or thinking about the content.

Ekphrastic measures engagement using activity tracking intervals, so the metric should be interpreted as an indication of recorded active engagement.

For a detailed explanation of how this metric works, see Understanding Engagement & Intent.

Intent

Ekphrastic also uses selected interactions to produce an Intent signal.

Intent is designed to help distinguish different levels of engagement associated with a tracked link.

It is based on recorded interactions. It is not:

• An AI prediction

• A verified indication of purchase intent

• A probability that someone will buy

• A replacement for your own understanding of the opportunity

Intent is most useful when considered alongside sessions, engagement time and the individual interactions that produced the signal.

See Understanding Engagement & Intent for more detail.

Buyer identity

Buyer Engagement measures activity associated with a tracked link.

Ekphrastic does not independently verify the identity of the individual using that link.

For example, if you create a tracked link for a particular opportunity and that link is forwarded to another person, activity continues to be associated with the same tracked link.

This distinction is important when interpreting your analytics:

Ekphrastic tells you what happened through the tracked link, not who can be independently proven to have performed each action.

Collections

Tracked Collections can provide engagement information across a curated set of content.

When someone opens content from within a tracked Collection, Ekphrastic can associate supported activity from that content with the Collection's tracked engagement history.

This helps you understand not only that a Collection generated activity, but also engagement involving content opened from within it.

Using Buyer Engagement effectively

Buyer Engagement is most useful when you look at several signals together.

For example, instead of interpreting a single Intent classification in isolation, consider:

• How many sessions have occurred

• How much engagement activity was recorded

• Which interactions occurred

• Which content generated activity

• How engagement changes over time

These signals can provide useful context for your sales conversations and follow-up decisions.

They should be combined with what you already know about the opportunity rather than treated as definitive evidence of buyer behaviour.

No engagement data showing?

If shared content isn't appearing in Buyer Engagement, first check whether it was shared using a tracked link.

Activity through an untracked link does not generate Buyer Engagement analytics.

A tracked link also needs to generate tracked activity before sessions and engagement information can appear.

For more information, see Tracked vs Untracked Links.