Engagement metrics are the standardized measurements built into Backstory's Engagement Dashboards that help you track sales activity, pipeline health, executive coverage, and team performance. Each metric is automatically calculated from emails, meetings, and calls that Backstory has matched to accounts, opportunities, or contacts in your CRM. Reviewing these metrics gives you a clear, data-driven picture of how deals are progressing and where your team is spending its time.

What This Article Covers

Viewing metrics in your Engagement Dashboards
Account metrics and their definitions
Opportunity metrics and their definitions
Team and user metrics and their definitions
Frequently asked questions

View Metrics in Engagement Dashboards

Engagement Dashboards display metrics in two formats:

Boards show high-level metric tiles for a quick snapshot of your business
Tables show row-by-row data for accounts, opportunities, or team members

The steps below walk you through navigating to both.

Log into Backstory.
Use the search bar at the top of the left sidebar to find a specific dashboard by name or browse the list.
Click a dashboard to open it.
Click any metric cell in a Table to drill in and see the underlying activities that make up that value.

Account Metrics

Account metrics are available on Account-level Engagement Dashboards and measure engagement, pipeline status, executive coverage, and email quality at the company level.

Metric Name	Definition
# of Open Opportunities	Count of all currently open opportunities associated with this account.
# of Open Opportunities Closing	Count of open opportunities on this account with a close date within the selected time period.
% Activities with Directors, VPs, Execs	All activities (meetings, emails, and calls) with Director, VP, or Executive contacts as a percentage of total activities.
% External Meetings with Directors, VPs, Execs	Meetings with Directors, VPs, and Executives as a percentage of total external meetings at this account.
% External Meetings with Execs	Meetings with Executive (C-Level) contacts as a percentage of total external meetings at this account.
% External Meetings with VPs and Execs	Meetings with VPs and Executives as a percentage of total external meetings at this account.
% of Emails Sent that Received a Reply	Percentage of outbound emails sent to contacts at this account that received a reply.
% of Emails that are Inbound	Percentage of total matched emails associated with this account that were received (inbound).
% of Emails that are Outbound	Percentage of total matched emails associated with this account that were sent outbound.
Account Engagement Level	Backstory score (0–100) summarizing the overall activity level and engagement against this account based on matched activities.
Activities with Executives (C-Level)	Count of activities (meetings, emails, calls) that included a C-level executive at this account.
Blast Emails Sent	Count of mass or blast emails sent to this account, typically indicating lower-quality, high-volume outreach.
Calls	Count of calls logged in CRM matched to this account in the selected time period.
Closed Won Opportunities Count	Count of opportunities on this account that have been marked Closed Won.
Cold Emails Sent	Count of outbound emails sent to contacts at this account before any inbound email was received, classified as prospecting or cold outreach.
Emails Received	Count of external matched emails received from contacts at this account in the selected time period.
Emails Sent	Count of external matched emails sent to contacts at this account in the selected time period.
Executives with High Engagement	Number of executive contacts at this account with an individual engagement score greater than 70.
In Person Meetings	Count of meetings tagged as in-person (on-site) with contacts at this account.
Meetings	Count of completed external meetings matched to this account in the selected time period.
Meetings with Directors, VPs, Execs	Count of meetings that included at least one Director, VP, or Executive-level contact at this account.
Meetings with Executives	Count of meetings that included at least one Executive (C-Level) contact at this account.
Meetings with Legal/Procurement	Count of meetings that included at least one contact from Legal or Procurement at this account.
Meetings with VPs	Count of meetings that included at least one VP-level contact at this account.
New Executives Contacted or Engaged	Count of external executive-level contacts who were contacted or engaged for the first time in the selected time period.
New Executives Engaged	Count of external executive-level contacts engaged for the first time in the selected time period.
New People Contacted or Engaged	Count of external contacts who were either contacted or engaged for the first time in the selected time period.
New People Engaged	Count of external contacts engaged for the first time (had a meeting, inbound email) in the selected time period.
Non-Recurring Meetings Completed	Count of completed meetings that were not part of a recurring meeting series.
Remote Meetings	Count of meetings tagged as remote or virtual with contacts at this account.
Sum of Open Opportunities Closing	Total dollar value of all open opportunities on this account with a close date within the selected time period.
Sum of Open Opportunities Closing (excl. Renewals)	Total dollar value of open, non-renewal opportunities on this account closing within the selected time period.
Sum of Open Renewal Opportunities Closing	Total dollar value of open renewal opportunities on this account with a close date in the selected time period.
Time Spent w/ Partners	Total time spent on external activities where at least one partner contact was a participant.
Total Activities	Count of all external matched activities (meetings, emails, and calls) associated with this account.
Total Time Spent	Total estimated time (in hours) spent on all matched activities — meetings, emails, and calls — associated with this account.
Upcoming Meetings	Count of future-dated external meetings on the calendar that are matched to this account.

Opportunity Metrics

Opportunity metrics are available on Opportunity-level Engagement Dashboards and measure deal-specific engagement, pipeline velocity, forecasting signals, and stakeholder coverage.

Metric Name	Definition
% Activities with Directors, VPs, Execs	All activities with Director, VP, or Executive contacts as a percentage of total activities on this opportunity.
% External Meetings with Directors, VPs, Execs	Meetings with Directors, VPs, and Executives as a percentage of all external meetings on this opportunity.
% External Meetings with Execs	Meetings with Executive (C-Level) contacts as a percentage of total external meetings on this opportunity.
% External Meetings with VPs and Execs	Meetings with VPs and Executives as a percentage of total external meetings on this opportunity.
% of Emails Sent that Received a Reply	Percentage of outbound emails on this opportunity that received a reply.
% of Emails that are Inbound	Percentage of total matched emails on this opportunity that were received (inbound).
% of Emails that are Outbound	Percentage of total matched emails on this opportunity that were sent outbound.
Account Engagement Level	Backstory engagement score (0–100) for the parent account associated with this opportunity.
Activities with Executives (C-Level)	Count of activities on this opportunity that included a C-level executive.
Blast Emails Sent	Count of mass or blast emails sent to contacts on this opportunity.
Calls	Count of calls logged in CRM matched to this opportunity.
Cold Emails Sent	Count of cold outbound emails sent to contacts on this opportunity before any inbound email was received.
Days In Stage	Number of days this opportunity has been in its current pipeline stage.
Deal Cycle Time	Total number of days from opportunity creation to close date, measuring the full length of the deal cycle.
Emails Received	Count of external matched emails received from contacts on this opportunity.
Emails Sent	Count of external matched emails sent to contacts on this opportunity.
Executives with High Engagement	Number of executive contacts on this opportunity with an individual engagement score greater than 70.
In Person Meetings	Count of meetings tagged as in-person associated with this opportunity.
Meetings	Count of completed external meetings matched to this opportunity in the selected time period.
Meetings with Directors, VPs, Execs	Count of meetings on this opportunity that included at least one Director, VP, or Executive-level contact.
Meetings with Executives	Count of meetings on this opportunity that included at least one Executive (C-Level) contact.
Meetings with Legal/Procurement	Count of meetings on this opportunity that included at least one Legal or Procurement contact.
Meetings with VPs	Count of meetings on this opportunity that included at least one VP-level contact.
New Executives Contacted or Engaged	Count of new executive contacts who were contacted or engaged for the first time on this opportunity.
New Executives Engaged	Count of new executive contacts engaged for the first time on this opportunity.
New People Contacted or Engaged	Count of new contacts who were contacted or engaged for the first time on this opportunity.
New People Engaged	Count of new contacts engaged for the first time on this opportunity in the selected time period.
Non-Recurring Meetings Completed	Count of completed meetings on this opportunity that were not part of a recurring series.
Opportunity Engagement Level	Backstory score (0–100) summarizing the overall engagement activity level specifically tied to this opportunity.
Remote Meetings	Count of meetings tagged as remote or virtual associated with this opportunity.
Time Spent w/ Partners	Total time spent on activities for this opportunity where at least one partner contact was present.
Time To Close	Number of days remaining until the opportunity's close date from today.
Total Activities	Total count of all matched external activities (meetings, emails, and calls) on this opportunity.
Total Time Spent	Total estimated time (hours) spent on all matched activities associated with this opportunity.
Upcoming Meetings	Count of future-dated external meetings matched to this opportunity.

Team and User Metrics

Team and user metrics measure individual rep activity, account and opportunity coverage, pipeline contribution, and efficiency.

Metric Name	Definition
# of Accounts Owned	Total count of accounts assigned to this team member as account owner.
% Activities with Directors, VPs, Execs	All activities with Director, VP, or Executive contacts as a percentage of total activities for this team member.
% External Meetings with Directors, VPs, Execs	Meetings with Directors, VPs, and Executives as a percentage of total external meetings for this team member.
% External Meetings with Execs	Meetings with Executive (C-Level) contacts as a percentage of total external meetings for this team member.
% External Meetings with VPs and Execs	Meetings with VPs and Executives as a percentage of total external meetings for this team member.
% of Emails Sent that Received a Reply	Percentage of outbound emails sent by this team member that received a reply.
% of Emails that are Inbound	Percentage of total matched emails for this team member that were received (inbound).
% of Emails that are Outbound	Percentage of total matched emails for this team member that were sent outbound.
% of Time Spent in Internal Meetings	Percentage of total time this team member spent specifically in internal meetings versus all activities.
% Time Spent on External Activities	Percentage of this team member's total activity time that was spent on external (customer or prospect) activities.
% Time Spent on Internal Activities	Percentage of this team member's total activity time that was spent on internal (colleague-only) activities.
Accounts Engaged	Count of accounts where this team member had at least one matched meeting, inbound email, or call.
Activities with Executives (C-level)	Count of activities by this team member that included a C-level executive contact.
Blast Emails Sent	Count of mass or blast emails sent by this team member in the selected time period.
Calls	Count of calls logged in CRM by or for this team member.
Closed Won Amount	Sum of opportunity amounts for Closed Won deals owned by this team member.
Cold Emails Sent	Count of cold outbound emails sent by this team member — emails sent before any inbound was received from that contact.
Count of Open Opportunities	Count of currently open opportunities owned by this team member.
Count of Opportunities Created	Count of opportunities created by this team member in the selected time period.
Customer Meetings Completed	Count of completed meetings by this team member with customer accounts (non-partner).
Emails Received	Count of external matched emails received by this team member.
Emails Sent	Count of external matched emails sent by this team member.
Executives with High Engagement	Number of executive contacts engaged by this team member with an individual engagement score greater than 70.
External Meetings	Count of external matched meetings involving this team member in the selected time period.
External Meetings Organized	Count of external matched meetings that this team member organized (was the organizer or host).
External Meetings Organized (Time Spent)	Total time spent in external meetings that this team member organized.
In Person Meetings	Count of meetings tagged as in-person involving this team member.
Internal Meetings	Sum of total internal meetings this team member was involved in, where all attendees are from the same domain.
Internal Time Spent	Total time spent on internal activities (meetings and emails with colleagues in the same organization).
Meetings Booked	Count of meetings added to this team member's calendar based on the meeting's created date in the selected time period.
New Executives Contacted or Engaged	Count of new executive contacts contacted or engaged for the first time by this team member.
New Executives Engaged	Count of new executive contacts engaged for the first time by this team member.
New People Contacted or Engaged	Count of new external contacts contacted or engaged for the first time by this team member.
New People Engaged	Count of new external contacts engaged for the first time by this team member in the selected time period.
Non-Recurring Meetings Completed	Count of completed meetings (not recurring) by this team member in the selected time period.
Opportunities Engaged	Count of opportunities where this team member had at least one matched meeting, inbound email, or call.
Owned Accounts Engaged	Count of accounts owned by this team member where they had at least one matched meeting, inbound email, or call.
Remote Meetings	Count of meetings tagged as remote or virtual involving this team member.
Time Spent w/ Partner Accounts	Total time spent on activities matched to accounts flagged as partner accounts by this team member.
Time Spent w/ Partners	Total time spent on external activities where at least one partner contact was present, for this team member.
Total External Activities	Total count of all external matched activities (meetings, emails, and calls) by this team member.
Total External Time Spent	Total estimated time spent on all external matched activities (meetings, emails, and calls) by this team member.
Unmatched Emails	Count of external emails sent or received by this team member that could not be matched to an account, opportunity, or lead.
Unmatched Meetings	Count of external meetings involving this team member that could not be matched to an account, opportunity, or lead.
Upcoming Meetings	Count of future-dated external meetings on this team member's calendar.

Frequently Asked Questions

What does "matched activities" mean?

Matched activities are emails, meetings, and calls that Backstory has successfully linked to an account, opportunity, or contact in your CRM. Activity-based metrics count only matched activities unless the metric description says otherwise. Unmatched activities are ones Backstory could not connect to a CRM record, and they are excluded from most metrics.

What is an Engagement Level score and how is it calculated?

The Account Engagement Level and Opportunity Engagement Level are scores on a 0–100 scale that summarize how actively your team is engaging with an account or opportunity. The score is based on the volume, recency, and type of matched activities (emails, meetings, calls), as well as the seniority of the contacts involved. Scores are updated every 24 hours.

What time period do these metrics cover?

The time period for each metric depends on how your dashboard has been set up. Common ranges include last 7 days, last 30 days, current quarter, and current fiscal year. The time range is shown next to each metric in the dashboard. Dashboards are refreshed every 24 hours, so very recent activity may not appear until the next refresh.

Why might a metric show a different value than what I expect?

Metrics reflect only matched activities. If an activity was not matched to the correct account or opportunity, it will not be counted. Additionally, metrics are not updated in real time. They refresh every 24 hours. If you recently added contacts or logged activities, allow until the next daily refresh for the values to update.

What if I see a metric on my dashboard that is not in this list?

Metrics not listed in this article may be custom metrics built specifically for your organization. Custom metrics are labeled in the dashboard to distinguish them from standard metrics. For information about your organization's custom metrics, contact support@backstory.ai.

Can I use these metrics across both Boards and Tables?

Yes. Standard metrics are available in both Boards (which display individual metric tiles for a high-level view) and Tables (which display metric values in columns, row by row, for each account, opportunity, or team member).