AdParlor Academy Paid Digital Glossary

Plain language explainers to help you keep up with the evolving digital landscape.

Engagement Rate (ER or ENG Rate)

What is Engagement Rate?

ENG Rate stands for Engagement Rate, a metric used in digital marketing and social media to measure the level of audience interaction or engagement with a specific ad, such as a static, video, or carousel. Engagement can include actions like likes, comments, shares, reactions, or clicks, depending on the platform and campaign objectives. Don’t forget - video views count as engagements! Ensure you’re filtering these out for accurate ad unit comparisons.

How to measure Engagement Rate?

ENG Rate is calculated by dividing the total number of engagements (likes, comments, shares, clicks, etc.) by the total number of impressions (views) of the content, then multiplying by 100 to express the result as a percentage.

ENG Rate = (Total Engagements / Total Impressions) × 100

Why is Engagement Rate important to marketers?

Engagement Rate is important to marketers because it provides insights into the level of audience interaction and interest in a particular piece of content. A high Engagement Rate indicates that the content is resonating well with the target audience and driving meaningful interactions, while a low Engagement Rate may indicate the need for adjustments to content strategy, messaging, or targeting.

Who needs to know what Engagement Rate is:

  • Digital marketers
  • Content marketers
  • Email marketers
  • Paid search marketers
  • Social media marketers
  • Conversion rate optimizers
  • Web designers
  • Product managers
  • eCommerce businesses
  • SaaS companies
  • B2B companies
  • B2C / D2C companies

Use Engagement Rate in a sentence:

The social media team tracked the Engagement Rate of their influencer campaigns to ensure content was resonating with the audiences and identify opportunities for optimizing content performance and driving brand interaction.