Digivizer makes it easy to keep track of all your key metrics with social media marketing and advertising. Engagement rate is one of those important metrics. You can use the engagement rate to compare the performance of posts and ads that have very different levels of impressions, to see which posts and ads earned the most engagement comparatively.

The engagement rate is the result of a formula that measures a post or ad’s impressions and engagements. It is a percentage that tells you the rate of engagements relative to impressions or reach. The formula is as follows:

By comparing posts using the engagement rate rather than the number of impressions or number of engagements, you can compare the performance of posts or ads with wildly different raw numbers.

Here’s an example of how to analyze these results.

Your post may have 20,000 reach but only 30 engagements, resulting in an engagement rate of 0.15%. This implies that while a lot of people saw the post, it wasn’t very engaging. Meanwhile, your post with 500 views got 86 engagements. That’s an engagement rate of 17.2%, which is likely excellent!

If you get these results, you can start looking at why the first post got such high reach but low engagement, and why the second post got such high engagement. Then you can combine those things and generate some content that gets both high reach and high engagement.

The engagement rate in Digivizer is available for both organic social media posts and paid social media ads.

In order to know whether the formula is based on the post or ad’s reach or impressions, look at the other available metrics for that post or ad. Our formula will default to impressions unless they are not available, in which case the formula will use reach. If neither are available, the engagement rate will not be available either.

As a note: remember that impressions are the number of times a post or ad was seen in total, including if the same person saw it several times. Reach is the number of unique users who saw a post or ad.