An engagement rate is a metric that measures the percentage of people who interact with an ad or piece of content out of the total viewers. High engagement rates indicate compelling content and strong audience relevance. Engagement Rate is the percentage of users who interact with your ad or content out of total views. It indicates how compelling or relevant your message is.
Formula to calculate Engagement Rate
Engagement Rate = (Engagements / Impressions) × 100
Dividing engagement by impressions and multiplying by 100 gives you the engagement rate.
What is the ideal Engagement Rate?
An ideal engagement rate varies by platform, but generally, 2-5% is considered good on most social media channels. A higher engagement rate indicates better audience interaction and content relevance. While a lower rate suggests the need for content or targeting improvements.
Example:
If your ad had 1,000 impressions and 120 engagements (clicks, likes, shares), the engagement rate is 12%
Importance of Engagement Rate for Marketers
- Indicates user interest and ad relevance.
- Helps optimize creatives and placements.
- Used to measure success in video, display, and social ads.
A high engagement rate signals that your message or content is resonating with audience preferences and helping drive deeper audience connection.
