## In this article :

- Engagement rate calculation
- Average engagement rate per post calculation
- Engagement on reach per post calculation
- Average engagement on reach per post calculation
- How is the percentage change calculated for the comparison to the previous period?
- I'm adding together the Organic % and the Paid % underneath the KPI, and it doesn't add up to the overall Average engagement rate per post KPI, why?

## Engagement rate calculation

**Engagement rate** is based on the number of likes, comments and saves received on a post, divided by the number of **followers** at the time of the post.

*Example:*

*On Monday, my post received 100 likes, 50 comments and 25 saves.*

*I had 300 followers at the time the post was published.*

*Therefore, my engagement rate for that post is 58.3%.*

## Average engagement rate per post calculation

The **Average engagement rate per post** KPI takes the **engagement rates** of each post published during the selected date range (feed posts only - including single image, carousel and video), and divides this by the number of posts.

*Example:*

*In the last 7 days, I've published 3 posts. Those 3 posts had the following engagement rates:*

*20%*

*15%*

*10%*

*Therefore, my average engagement rate per post for the last 7 days is 15%.*

## Engagement on *reach* calculation

**Engagement on reach** is based on the number of likes, comments and saves received on a post, divided by the **reach** of that post.

*Example:*

*On Monday, my post received 100 likes, 50 comments and 25 saves.*

*The post had a reach of 1000.*

*Therefore, my engagement on reach for that post is 17.5%.*

## Average engagement on *reach* per post calculation

In the same way as we calculate Average engagement rate per post, we also calculate **Average engagement on reach per post** by adding up each of the individual **engagement on reach** rates from each post published during the selected time period, and dividing that figure by the number of posts published, to find the average.

Example:

*In the last 7 days, I've published 3 posts. Those 3 posts had the following engagement on reach rates:*

*32%*

*45%*

*52%*

*Therefore, my average engagement on reach per post for the last 7 days is 43%.*

## How is the percentage change calculated for the comparison to the previous period?

The comparison to the previous period (found under the KPI) takes the **Average engagement rate per post** for the **current** period (0.03%) and compares it to the **Average engagement rate per post** for the **previous** period (in the example below this is 0.02%)

Therefore we calculate the percentage change between the current period and the previous period.

((0.03% - 0.02%) / 0.02%) x 100 = 50%

So here, there is a 50% increase in the Average engagement rate per post.

*Note: previous period will depend on the date range you have selected - more about this here.*

## I'm adding together the Organic % and the Paid % underneath the KPI, and it doesn't add up to the overall Average engagement rate per post KPI, why?

This relates to the way in which the "Engagement rate on reach - Organic" and the "Engagement rate on reach - Paid" for each individual post is calculated.

To get the "Engagement rate on reach - Organic" on an individual post, we take the number of organic engagements and divide this by the **organic reach** of the post, NOT the total reach of the post.

Equally, to calculate the "Engagement rate on reach - Paid" on an individual post, we take the paid engagements and divide this by the **paid reach** of the post.

Whereas, when calculating the overall "Engagement rate on reach" on an individual post, we take the total engagements (paid + organic) and divide this by the total reach (paid + organic).

Therefore, when you add together the "Engagement rate on reach - Organic" percentage + "Engagement rate on reach - Paid" percentage, this won't add up to the overall "Engagement rate on reach" percentage.

Still doesn't make sense? 😜* As a comparison, if our calculations for "Engagement rate on reach - Organic" and "Engagement rate on reach - Paid" both took into account the total reach of the post (and not the respective organic/paid reaches), adding up both of these metrics would result in the overall engagement rate on reach KPI, however, we don't use this method.*

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