Glossary
Engagement rate
Engagement rate is the share of views that turned into an interaction. X and LinkedIn Pages both calculate it as interactions divided by impressions.
Engagement rate is the number of interactions a post got divided by how many times it was seen, shown as a percentage. It puts likes, replies and clicks in context: 50 interactions on a post shown 500 times is a 10% rate, while 50 interactions on a post shown 50,000 times is 0.1%.
Example
Your post was shown 4,000 times (impressions). It got 60 reactions, 15 comments, 5 reposts and 40 clicks: 120 interactions in total. 120 divided by 4,000 is 0.03, an engagement rate of 3%.
On X
X's Post Activity Dashboard defines engagement rate as the number of engagements divided by the number of impressions. Engagements are broad: X counts clicks anywhere on the post, including reposts, replies, follows, likes, links, embedded media, the username, the profile photo and expanding the post.
On LinkedIn
LinkedIn Page analytics show engagement rate as interactions per impression, where interactions are clicks, reactions, comments and shares. Personal post analytics list impressions, members reached, reactions, comments, reposts, saves and sends, but no rate, so for a personal post you divide the interactions you care about by impressions yourself.
Comparing rates
Because tools divide by different things (impressions, reach or followers) and count different interactions, only compare rates calculated the same way. Watch the trend over many posts rather than one result, and decide which interactions matter to you: a comment usually tells you more than a like.
Postopus shows the metrics of your own X posts on each post.
Sources
- X Business Help, Post and Video Activity Dashboards (engagements and engagement rate).
- LinkedIn Help, Content analytics for your LinkedIn Page (engagement rate for Pages).
- LinkedIn Help, Post analytics for your content (personal post metrics).
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