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The glossary

Engagement rate

In one line

Interactions as a percentage of followers, reach or views, depending on the formula used.

A creator with 20,000 followers averages 600 likes and comments a post: by followers, an engagement rate of 3%. Divided by reach or by views instead, the same post gives a different figure.

Rates worked out on different bases cannot be compared. Ask which formula and which posts a figure uses.

Agree: the formula, the posts it covers and the period, written next to the figure. Work one out with the free calculator at /tools/engagement-rate-calculator.

Words that go together

Keep the context.

Reach

How many different accounts saw a post, as the platform counts them.

Follower count

How many accounts follow a profile, as the platform reports it on a given day.

CPE

Cost per engagement: what was paid, divided by the likes, comments, shares and saves it earned.

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