ANALYTICS · THE YELL SOCIAL GLOSSARY

Engagement rate.

A percentage that puts interactions in relation to a chosen base, such as reach, impressions, or followers. Different formulas answer different questions and should not be mixed without explanation.

IN THE REAL WORLD

A simple example

A post has 40 interactions and reaches 1,000 people, giving a reach-based engagement rate of 4%.

Put it into practice

State both the counted interactions and the denominator. Website engagement rate is a different metric from social post engagement rate.

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Community

Engagement

The interactions people have with content or an account, such as reactions, comments, saves, shares, and clicks. The interactions included in a report vary by platform.

Definition & example

Analytics

Reach

The estimated number of distinct people or accounts exposed to content during a reporting period. Unlike impressions, reach aims to count each reached person or account once within the stated scope.

Definition & example

Analytics

Impressions

The number of times content is displayed or served under a platform’s measurement rules. Multiple appearances to the same person can count more than once.

Definition & example

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Engagement rate.

A simple example

Put it into practice

Engagement

Reach

Impressions

Engagement rate.

A simple example

Put it into practice

A few terms to know next.

Engagement

Reach

Impressions