Jan 6, 2026
Engagement Rate
ER
The percentage of people who interact with content through likes, comments, shares, or saves. In GA4, measures sessions lasting 10+ seconds with events.
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Formula:
(Engagements ÷ Impressions) × 100
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Benchmarks
Facebook: 0.5-1% good. Instagram: 1-3% good. LinkedIn: 2%+ good. TikTok: 4-18% (much higher than others).
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Why It Matters
High engagement indicates content resonance but doesn't guarantee conversions. Engagement builds social proof—ads with likes/comments see higher CTR from new viewers. But don't optimize for engagement if you need conversions.
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