In Data Insight > Contact , you can find metrics such as message open rate and link click rate. These are calculated based on the number of users that meet specific engagement criteria. This article explains how each of those engagement-related indicators is defined.
1. What is the basis for the calculation of these indicators?
Contact engagement metrics (e.g., Open Rate, Click Rate) are calculated using the following logic:
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Based on MAAC system records of broadcast messages sent
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The system tracks contact interactions after broadcasts are sent.
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Contacts are marked as "engaged" only if they have interacted with at least one broadcast message.
⚠️ Important: These metrics only reflect interaction behavior after a broadcast.
If a contact hasn't received any broadcasts, they won't be included in the analysis.
2. Definition of each indicator
| Metric | Definition |
|---|---|
| Open Rate | The percentage of users who opened any broadcast message (read receipt enabled) |
| Click Rate | The percentage of users who clicked on any MAAC short link in a broadcast message |
| Conversion Rate | The percentage of users who performed a defined conversion action (e.g., page view, form submission) after clicking a short link in a broadcast |
3. Where does the data come from?
All engagement data is collected through:
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MAAC's Broadcast module
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MAAC's Short Link service
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MAAC's Tracking Pixel for conversions
Only data from broadcast campaigns sent via MAAC is included in this analysis.
4. What Is "Engagement Level"?
▶︎ For: Basic Plan, Growth Plan (no GA4 integration)
The system categorizes contacts into 3 levels based on how recently they have actively interacted with the LINE Official Account:
| Level | Definition |
| Level 3 | LINE contacts who have actively interacted with the Official Account within the past 30 days |
| Level 2 | LINE contacts whose last active interaction was 31–90 days ago |
| Level 1 | LINE contacts who have not had any active interaction in the past 90 days (includes blocked users) |
📌 Note: This classification is calculated based on MAAC internal interaction data and does not require GA4 integration.
This classification helps users:
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Re-engage users who haven't interacted in a while
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Prioritize marketing campaigns for highly active users
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Monitor overall engagement trends in the contact database
▶︎ For: Professional Plan or users with eCommerce feature enabled (GA4 integration required)
Contacts are classified into 5 levels based on both LINE and website behavior tracked via Google Analytics:
| Level | Definition |
| Level 5 | LINE contacts who, within the last 60 days, were tracked by GA as having browsed the website in depth or made a purchase |
| Level 4 | LINE contacts who, within the last 60 days, were tracked by GA as having clicked multiple links, browsed frequently, or made a purchase |
| Level 3 | LINE contacts who actively interacted with the Official Account within 30 days (see note below); and within 60 days clicked a link or possibly made a purchase |
| Level 2 | LINE contacts whose last active interaction with the Official Account was between 31–90 days ago |
| Level 1 | LINE contacts with no active interaction in the past 90 days (includes blocked users) |
Definition of "active interaction" includes:
Sending messages to the Official Account
Triggering auto-replies by entering keywords
Tapping rich menus that display text
Clicking images/buttons that trigger a response
Adding the account as a friend
Unblocking a previously blocked account
Clicking inbound links (e.g., BindLink)
If you are integrated with a supported eCommerce platform and have completed binding, old contacts who click on order links or BindLinks will also be tracked.
Note:
- Level 4 and Level 5 are classified based on a proprietary Crescendo Lab model that considers interactions across LINE and your website, including triggered events, clicks, and message exchanges.
- Level 5 represents highly engaged contacts with strong interactions across both platforms.
- Level 4 includes slightly less engaged, but still active, contacts.