Facebook Engagement rate debunked
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Transcript of Facebook Engagement rate debunked
![Page 1: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/1.jpg)
Facebook’s engagement rate: why it’s important and how to calculate it
![Page 2: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/2.jpg)
Why it’s important
• Gives us an idea of what content most resonates with our fans
• Influences organic/paid reach
![Page 3: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/3.jpg)
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
![Page 4: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/4.jpg)
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.
![Page 5: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/5.jpg)
Example
![Page 6: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/6.jpg)
Common calculation misconceptions
![Page 7: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/7.jpg)
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%.
![Page 8: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/8.jpg)
The correct calculation
• Engagement rate = Lifetime engaged users / Lifetime post total reach
![Page 9: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/9.jpg)
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
![Page 10: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/10.jpg)
Where to find these metrics
![Page 11: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/11.jpg)
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.
![Page 12: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/12.jpg)
How to calculate average engagement rate
![Page 13: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/13.jpg)
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%
![Page 14: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/14.jpg)
Example (cont’d.)
• Between the two of us, what was our success rate?
Answer: 37.5%
![Page 15: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/15.jpg)
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%
![Page 16: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/16.jpg)
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?
![Page 17: Facebook Engagement rate debunked](https://reader034.fdocuments.net/reader034/viewer/2022042716/55a858ed1a28ab712d8b4914/html5/thumbnails/17.jpg)
The end.