Why does Orita’s Engagement for a profile sometimes differ from what I see in my own segments?

There are a number of reasons why Engagement Level segments may differ compared to engagement conditions found in your other segments:

• Third-party app activity. Orita picks up events from 3rd party integrations and uses events — shipping or loyalty updates, reviews, support tickets, etc. — that may not be included in standard segment conditions.
• Seasonal and historical context. If a profile has a consistent pattern of engaging or purchasing at a particular time of year, Orita factors that in even if it falls outside your current segmentation window. Someone who goes quiet for nine months but reliably buys every holiday season may still score as engaged, because the model understands their behavior in context rather than treating inactivity as a flat signal.
• Relative scoring across your entire list. Orita assigns engagement levels on a relative scale. A profile doesn't need to hit an absolute threshold; they just need to have a higher engagement score than a portion of the rest of your list. This means two brands with very different overall list health could have profiles in the same engagement level that look quite different in terms of raw activity.