Metrics & KPIs
Engagement Rate
By the AdFlint research team · Last reviewed July 2026
Engagements divided by impressions or by reach, depending on the platform, showing what proportion of delivery produced some recorded interaction.
Both halves are defined differently by every platform, so the metric only carries meaning within one account over time. It also mixes shallow taps with genuine signals like saves and shares. The common misreading is presenting it as performance for a conversion campaign; high engagement and low sales coexist constantly, especially with entertainment-led creative.
Engagement Rate compared with
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