Techniques for tracking profile completeness among members of an online social networking system are described. According to various embodiments, profile completion score criteria information identifies a profile completion score weight value associated with each of a plurality of member profile fields available in member profiles of an online social networking service. A specific member profile associated with a specific member of the online social networking service is accessed, and one or more of the plurality of member profile fields that have been completed in the specific member profile are identified. Thereafter, the profile completion score weight values associated with the member profile fields that have been completed in the specific member profile are determined, based on the profile completion score criteria information. Based on the determined profile completion score weight values, a profile completion score is then generated for the specific member profile.