What is engagement rate?
Engagement rate shows how often an audience takes action on content relative to the audience that could see it. It turns different interaction totals into a percentage that is easier to compare across posts, campaigns, and reporting periods.
Choose a denominator that matches the question
- Followers answers how active the account audience is overall.
- Reach answers how many unique viewers interacted with a post.
- Impressions answers how often any recorded view led to an action.
The general formula is (total interactions ÷ denominator) × 100. Keep the platform, time period, interaction types, and denominator consistent whenever you compare two rates.
Turn platform attention into website outcomes
An engagement rate describes activity inside a social platform; it does not show whether those actions produced qualified visits or conversions. Tag campaign links consistently, then review on-site events and goals to learn which engaged audiences also take valuable actions on your website.