Facebook Metrics Defined: Engagement Rate
Engagement Rate is a metric that social media marketers use to measure a brand’s effectiveness at engaging their audience, and recently Facebook announced that it will be introducing Engagement Rate in its updated Insights Tool.
Social marketers use Engagement Rate to compare engagement performance not only on a brand’s post but also across Facebook posts from brands with different audience sizes. However, the Engagement Rate metric within Facebook Insights is a post metric available only to Page Admins.
This results in some slightly different ways to calculate Engagement Rate — and a different use case for each. By connecting to insights, brands can benchmark post performance with deeper levels of engagement. Additionally, you can compare engagement levels across posts from multiple Facebook pages.
How Facebook Engagement Rate is Calculated
Engagement Rate is designed to measure what share of your audience engaged with your content, and calculating it depends on which data sources you are using.
Calculating Engagement Rate For Your Posts with Insight Data
Facebook Insights data provides in-depth unique user totals for engagement actions on your posts, as well as post Reach. This allows the owner of a page to calculate engagement rate based on more than likes, shares, and comments.
Calculating Engagement Rate For Posts without Insight Data
When calculating Engagement Rate for Competitors, you don’t have access to their Facebook Insights data, but can still draw meaningful insights by looking at engagement relative to total fans. This method of calculating Engagement Rate can also be used to measure page Engagement Rate for your competitors, since it does not require page insights data.
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.
This is also a quicker, simpler way to calculate engagement rate, so it may be easier to focus on when contextual focus needs to be elsewhere.
What Does Engagement Rate Mean to You?
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.
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I'm a Marketing Manager at Simply Measured. It's my job to deliver content in a way that engages and informs social media professionals. My areas of expertise are marketing automation, conversion and social media analytics.