Measuring Facebook Engagement

According to Facebook, with regards to post level metrics, engagement is “the number of people who clicked anywhere in your post”.

This includes liking, commenting and sharing and people who’ve viewed your video or clicked on your links and photos.

It also includes people who’ve clicked on a commenter’s name, liked a comment, clicked on your Page name and even gave negative feedback by reporting your post.

Engaged users are people who have clicked on this content from anywhere.

It’s the most important metric to know after your reach metric. Reach tells you how many people have potentially seen your content; engagement is the number of people who have interacted with your content.

Where to find your engagement metrics

To see the engagement metric for each post, go to your Insights at the same place where you looked at your organic reach. The number of people who engaged with your content is right there in the “Engaged Users” column.

Why your engagement metrics are important to know

Engagement—whether the type that implies “acting” on your post by commenting, liking or sharing it, or the type that is more “passive,” such as watching the video, zooming on a photo or clicking on a link—is probably the second most important metric to focus on if you are serious about measuring your Page’s performance.

It’s not enough for your updates to be viewed by a lot of people. You need to make sure that the content you offer your audience triggers some kind of interest. And engagement is the only measurable sign of interest.

When measuring engagement, do not focus on the raw number you see in your Insights. The only way to really understand that metric and compare posts is to look at the number of engaged people and the number of people reached for the post in question.

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