Engagement Rate / Analytics Terms Engagement Rate Engagement rate is a performance metric that measures the level of interaction an audience has with your content relative to its reach or impressions. It provides insight into how effectively your content resonates with users by tracking actions such as likes, comments, shares, saves, clicks or video views. A higher engagement rate typically suggests that the content is compelling, relevant or timely for the audience it reached. Engagement rate is commonly used across social media, email marketing, digital ads and websites. On social platforms, it is often calculated as total engagement divided by reach or followers, then multiplied by 100 to show a percentage. For example, if a post receives 200 interactions and was seen by 5,000 users, the engagement rate is 4 percent. Email engagement rates include open rates and click-through rates, while websites track metrics such as scroll depth or form submissions. Tools like Meta Insights, Google Analytics, LinkedIn Analytics and HubSpot help calculate and track engagement rates across platforms. Monitoring engagement rate helps marketers understand which content formats, messages and channels perform best. It also offers a useful benchmark when comparing content over time or assessing the success of campaigns. However, engagement rate should not be the only success metric. High engagement without conversions may signal curiosity but not intent. Likewise, low engagement on high-performing ads might still drive strong outcomes. For nonprofits, SaaS brands and B2B marketers, engagement rate helps guide creative decisions and supports strategies that build awareness and trust with the right audience.