Measurement
Engagement Rate
A ratio of interactions such as likes, comments, saves, and shares against reach, impressions, or follower count.
What it means in practice
The denominator and included interaction types must be specified because each calculation answers a different performance question. Reach-based rates describe audience response, while follower-based rates provide a profile-level benchmark.
Why it matters
An inconsistent formula can distort creator comparisons and lead to poor selection or compensation decisions.
How it is used
Campaign managers calculate engagement rate with a shared formula to compare creator posts within the same activation.
Also called
ER
Related terms
- ReachThe number of unique accounts that saw a piece of content at least once.
- Click Through RateThe share of impressions that resulted in a click on the ad or its link.
- Earned Media ValueAn estimated monetary equivalent assigned to organic exposure, calculated by applying paid media rates to earned results.