Engagement Metrics / Analytics Terms Engagement Metrics Engagement metrics are data points that measure how users interact with your content, campaigns or digital platforms. These metrics help assess interest, relevance and user satisfaction by tracking behaviours such as clicks, shares, comments, likes, video views, scroll depth and time on page. Engagement metrics are widely used in digital marketing, social media, SEO, email and web analytics to evaluate how well your content connects with its audience. The specific engagement metrics to track depend on the platform and campaign goals. On websites, key metrics might include bounce rate, average session duration, pages per session and conversion events. On social media, engagement includes reactions, comments, shares, saves and mentions. For email campaigns, common metrics include open rate, click-through rate and unsubscribe rate. Higher engagement often signals that content is relevant and valuable to users, while low engagement can indicate a need for better targeting, design or messaging. Engagement metrics are critical for optimising performance and guiding content strategy. They offer insight into what types of content resonate most, which channels drive meaningful interaction and where users may drop off. However, not all engagement is equal. A high number of likes does not always lead to conversions, and time on page may not reflect true interest if the content is unclear. That is why engagement metrics are best used alongside outcome metrics such as lead quality, donation volume or customer retention. Whether your goal is awareness, education or action, monitoring engagement helps ensure your digital efforts are aligned with user needs and expectations.