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Prospect Engagement Profile


This article provides an in-depth look at the Prospect Engagement Profile (PEP).  The PEP is a unique set of data analytics that translates webinar engagement into valuable intelligence that is automatically delivered to sales, right at their fingertips.  It is designed for integration into CRM systems.

The Prospect Engagement Profile provides all of a prospect or lead’s business interests listed in one place to determine intent, along with the recent webinars they have attended,  the questions asked, polls answered, resources downloaded, etc., so Sales can initiate a meaningful and relevant conversation. 

Note: The Prospect Engagement Profile is available with ON24 Connect or Advanced Analytics.  Reach out to your CSM for more information.

To open the Prospect Engagement Profile (PEP):

  1. Click the Analytics 
  2. Select the Audience (Power Leads) report from the Engagement dropdown.
  3. Once the report loads, select the PEP icon next to the prospect/lead's name to launch the Prospect Engagement Profile.



Tip:  The PEP may also be launched from the Audience report in Webcast Intelligence by clicking on the attendee's name.



Prospect Engagement Profile

In a single view, you can access a report card of all of a lead's recent interactions with your account on the ON24 Platform. The PEP is organized so the important information is front and center, without having to search for it.





Note Taking

  • Provides the ability to take short notes to track engagement with every potential lead
  • Notes are limited to 500 characters




Lifetime Activities

  • A summary of all the engagement this lead has in your account
    • Click on the arrow next to Total Touches to get additional details
  • See below for a breakdown of the information provided


Recommended Content

  • Suggestions Sales Reps can give leads to help them with their content journey

  • Based on the previous activities and engagement with your content and ordered by the likelihood of interest to the lead

  • Check one or more of the boxes to email the linked content list to the lead.  Add some personal text or send it off with one click.



Business Interests

  • Provides keywords related to the specific interests of the lead to assist Sales with follow-up conversations
    • You can opt-in to share this information with other ON24 webcast customers (as long as they have also done so), in order to build out a more robust profile 
      • No information other than that seen in the Business Interest Cloud is shared - no demographic data or detailed activity data 

    • If interested, reach out to your CSM

  • Click the Edit icon to remove keywords that do not provide value to create a more refined assessment over time

    • Deleted words will be removed from the report within 24 hours



Content Journey

  • A visual view of all the content a lead has engaged with

    • Includes when they watched and how engaged they were

  • The line represents the growing engagement of the lead, while the points on the line represent each event, with icons showing the content type

    •  The sharper the angle of the line, the more engaged the lead was

  • Hover over any event on the line to get details such as content title, date viewed, and Engagement Score




Recent Activity

  • All recent webinar engagement and interactivity, including questions, asked, resources downloaded, and responses to any given polls and surveys will be displayed

  • If using the ON24 Engagement Hub, new content views, including URLs, Videos, and Flipbooks (PDFs) will be tracked



Lifetime Activity



The entire Lifetime Activity of the lead is displayed among seven different sections:

1)  Engagement Level

Indicates the engagement level of the lead within the account.  The engagement level can be either HIGHMEDIUM or LOW and is calculated primarily on the total time spent within the ON24 account in the recent past.  

  • High:  Watched 55+ minutes in the last 30 days
  • Medium:  Watching 55+ minutes in the last 60 days
  • Low:  Everyone else

2)  Total Engagement Minutes

Displays the total time the lead has engaged with webinars and all other associated content made available via the Engagement Hub. 

3)  Total Touches

Displays the total number of times, the lead interacted with or "touched" the ON24 platform.  This number is based on the number of webcasts attended, resources downloaded as well as videos, documents or web pages made available via Engagement Hub.  When the user clicks the arrow, the following information is displayed and provides the remaining webinar statistics:

4) Webinars Attended - Displays the number of webinars attended by the lead. 

  • Resources - Indicates the number of resources downloaded by prospect via Audience Console during the webinar

5) Videos Watched - Indicates the number of videos watched *Available if using the Engagement Hub

6) Documents Read - Indicates the number of PDFs viewed *Available if using the Engagement Hub

7) Webpages Viewed - Indicates the number of External URLs viewed *Available if using the Engagement Hub


Other free/un-gated ON24 Webcast Elite and other platform content is available at
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