Each week, we break down a different Facebook metric, discussing why it’s important, how it’s calculated, and what it means for your business. Find the full collection HERE, and also check out our Twitter Metrics Series.
Engagement Rate is a metric that marketers use to measure brands’ effectiveness at engaging their audiences, and recently Facebook announced that it will be introducing Engagement Rate in its updated Page Insights Tool.
Engagement Rate is used to compare engagement performance not only on a brand’s page but also across Facebook pages of different audience sizes. However, the Engagement Rate metric within Facebook Insights is a post metric available only to Page Admins.
The result is two slightly different ways to calculate “Engagement Rate” and a different use case for each. One provides brands with a way to benchmark post performance, the other allows you to compare engagement levels across multiple Facebook pages.
Engagement Rate is designed to measure what share of your audience engaged with your content.
Facebook Insights data provides in-depth unique user totals for engagement actions on your posts, as well as post Reach.
When calculating Engagement Rate for Competitors, you won’t have access to their Facebook Insights data, but can still draw meaningful insights by looking at engagement relative to total fans.
This calculation for Engagement Rate can also be referred to as Engagement as a % of Total Fans. To draw meaningful conclusions, make sure that when comparing competitor engagement rates you use this calculation for your brand as well.
Engagement Rate on individual posts is also a valuable metric for comparing the quality of content that you post to your page. It gives you a way to compare engagement between two posts that reached a different number of users.
Knowing what share of your audience actually engages with content can indicate the quality of your audience as you grow fans over time.
When performing competitive analysis, Engagement Rate allows you to compare engagement on your page with pages that have different audience sizes. Comparing your Engagement Rate to that of your competitors can provide insights about the quality of your audience, and the your content effectiveness compared to others in your industry.
Whether you want to measure Engagement Rate with streamlined Facebook Insights or conduct competitive analysis for your brand, request a trial, or for more metrics definitions and insights, Like our Facebook Page, or follow @simplymeasured on Twitter.