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What does 'Aware', 'Informed' and 'Engaged' mean?
What does 'Aware', 'Informed' and 'Engaged' mean?

Understanding the aware, informed and engaged visitor in reports.

Nathan Connors avatar
Written by Nathan Connors
Updated over a week ago

Having looked at EnagagementHQ's reporting in detail, you will have come across the three terms of 'Aware', 'Engaged' and 'Informed'. Here is a definition of what these terms mean.


An aware visitor, or a visitor that we consider to be 'aware', has made at least one single visit to your site or project. Our methodology suggests that a visitor who has not taken any further action, that means has not clicked on anything, can be considered to be aware that the project or site exists.

Aware visitor will have visited at least one page.


An informed visitor has taken the 'next step' from being aware and clicked on something. That might be another project, a news article, a photo, etc. We now consider the visitor to be informed about the project or site. This is done because a click suggests interest in the project.

Any of the action below need to be taken for EnagagementHQ to consider the visitor 'informed':

  • Viewed a video

  • Viewed a photo

  • Downloaded a document

  • Visited the Key Dates page

  • Visited a FAQ list page

  • Visited multiple project pages (that means clicking from one project into the next or clicking on pages within the project, for example into a forum discussion).

  • Contributed to a tool (in other words, become 'engaged')


Every visitor that contributes to a tool is considered to be 'engaged'. This means that the participant performed one or several of the actions below.

  • Contributed in Forums

  • Participated in Surveys

  • Contributed to News Articles

  • Participated in Quick Polls

  • Posted a comment on the guestbook

  • Contributed to Stories

  • Asked Questions

  • Placed Pins on Maps

  • Contributed to Ideas

Engaged and informed are subsets of aware. That means that every engaged visitor is also always informed AND aware. In other words, a visitor cannot be engaged without also being informed AND aware. At the same time, an informed visitor is also always aware.

Note - To calculate percentages of these visitors refer to our article on Calculating the percentage of Aware, Informed and Engaged visitors.

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