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Facebook’s engagement rate: why it’s important and how to calculate it
Why it’s important
• Gives us an idea of what content most resonates with our fans
• Influences organic/paid reach
Common calculation misconceptions
• (Likes + comments + shares + clicks)/total fans
– Why it’s wrong:
• Fans ≠ Reach
• People don’t have to be fans to see your page’s content
Common calculation misconceptions
• (Likes + comments + shares + clicks)/total reach
– Why it’s wrong:
• May account for a user who engaged with a piece of content in multiple ways more than they should be accounted for.
Example
Common calculation misconceptions
Common calculation misconceptions
• If I liked, commented on and shared this post and used this method to calculate the post’s engagement rate (for just me), the engagement rate would be 300%.
The correct calculation
• Engagement rate = Lifetime engaged users / Lifetime post total reach
Where to find these metrics
• Facebook’s post-level export
• First tab: Key metrics
• Lifetime Engaged Users: Column N
• Lifetime Post Total Reach: Column H
Where to find these metrics
Average Engagement Rate: calculation misconception
• The average engagement rate is equal to the average of all of your post’s engagement rates.
• Why this is wrong:
– The total reach each post receives is different, so each post must be weighted accordingly.
How to calculate average engagement rate
Random Example
• There are apples falling from a tree, and John and Andy have to catch them! – John:
• Total apples caught: 5
• Total apples that fell for John: 10
• Success rate: 50%
– Andy: • Total apples caught: 5
• Total apples that fell for Andy: 20
• Success rate: 25%
Example (cont’d.)
• Between the two of us, what was our success rate?
Answer: 37.5%
Example (cont’d.)
• Correct answer: 33.33%
• Why?
– Total apples caught: 10
– Total apples that fell: 30
– Total apples caught/total apples that fell = 33.33%
In Facebook lingo:
• Avg. Engagement Rate = Sum Lifetime Engaged Users / Sum Lifetime Post Total Reach
• Easy way to think about this: Out of the total number of people who saw your posts, how many people engaged with them?
The end.