Action Impact Score (AIS)
Action Impact Score, or AIS, measures whether meaningful action is happening at scale, not just in a handful of impressive sessions.
Combine your Action Quality Score with action volume. That is AIS: is meaningful action happening at scale? Care, because one user scoring 80 out of 100 is an anecdote, not a trend. AIS only rises when both climb.
Signal Type
Metric Role
Metric Type
The Formula
Worked example
Benchmarks and interpretation
Where the number actually comes from
When to use it
Common Mistakes
In the REACT framework
AIS is REACTIQ360 proprietary, the counterpart to EIS. High AQS with low AIS: hold the champagne, the right actions are too rare, fix reach or traffic quality. High volume with low AQS: the traffic is wrong. Scale only what lifts both.
Related metrics
Frequently Asked Questions
What is Action Impact Score?
Action Impact Score, or AIS, measures whether meaningful action is happening at scale, not just in a handful of impressive sessions. It confirms whether high-intent action is happening at scale.
How do you calculate Action Impact Score?
Use the formula: AIS = Action Quality × Action Volume. Keep both inputs in the same reporting period and avoid mixing users, sessions, events, or customers unless the formula calls for it.
What data do you need for AIS?
You need action quality and action volume, pulled from the relevant connected sources and computed for the same period.
What mistakes should you avoid with AIS?
Do not chase AIS with raw volume, do not celebrate quality from a handful of users, and keep the intent weights stable, or the trend you act on is measuring your edits, not your market.
When should marketers use AIS?
Use AIS with AQS as a diagnosis. High AQS with low AIS says the right actions are too rare: fix reach or traffic quality. High volume with low AQS says the traffic is wrong. Scale only what lifts both.
What is a good AIS?
AIS reads on a 0 to 10 gauge against your own trend. Good is a rise driven by both quality and volume, because a spike in either alone is a story, not a signal.
Sources and methodology. AIS formula and definition derive from standard marketing analytics practice and platform reporting conventions. REACTIQ360 harmonises source data from GA4 / web analytics, Tag manager and site events, Harmonisation layer and applies a consistent same-period computation methodology.
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