Action Quality Score (AQS)
Action Quality Score, or AQS, measures how much genuine intent your on-site actions carry, because a pricing-page visit is not a blog scroll.
Weight each on-site action by the buying intent it carries, then divide by total actions. That is AQS. It matters because a demo request, a pricing view, and an idle scroll are very different declarations, and raw counts treat them the same.
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
AQS is REACTIQ360 proprietary and the quality signal of the Act phase. Falling AQS under rising traffic means new visitors browse rather than buy: fix targeting, not the site. AIS adds the scale.
Related metrics
Frequently Asked Questions
What is Action Quality Score?
Action Quality Score, or AQS, measures how much genuine intent your on-site actions carry, because a pricing-page visit is not a blog scroll. It grades on-site actions by the buying intent they carry.
How do you calculate Action Quality Score?
Use the formula: AQS = Intent-Weighted Actions ÷ Total Actions. 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 AQS?
You need total actions and intent-weighted actions, pulled from the relevant connected sources and computed for the same period.
What mistakes should you avoid with AQS?
Do not reweight actions to flatter the score, and do not read AQS without volume. A perfect score from a handful of sessions is exactly what AIS exists to expose.
When should marketers use AQS?
Use AQS when judging traffic and experience quality. Falling AQS under rising traffic means the new visitors browse rather than buy, and the fix is targeting, not the site.
What is a good AQS?
AQS is judged against your own baseline: a stable or rising score under growing volume is the healthy pattern. The level depends on how your intent weights are set, so keep them stable.
Sources and methodology. AQS 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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