Both Average Engagement and Average Engagement Rate help you understand how people interact with your content—but they answer slightly different questions.
Average Engagement tells you how many interactions you get per post, on average.
Average Engagement Rate shows how engaged your audience is, based on your follower count.
What Each Metric Tells You
Use this table to compare what each metric measures and when to use it in your analysis.
Metric | What it Measures | Best Used For |
Average Engagement | Average number of likes, comments, and shares per post | Comparing post performance across a tracker |
Average Engagement Rate | Engagement per post divided by number of followers | Comparing influencers or adjusting for audience size |
Formulas
Here’s how each metric is calculated in Keyhole, based on the data available per platform.
Metric | Formula |
Average Engagement | (Likes + Comments + Shares) ÷ Number of Posts |
Average Engagement Rate | (Average Likes + Comments + Shares per Post) ÷ Number of Followers |
⚠️ NOTE: Because Engagement Rate factors in audience size, it’s especially useful for benchmarking performance across accounts with different follower counts.
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