How To Measure Your Facebook Engagement Rate

– I want to talk to you
about engagement rate. Engagement rate is one of those
really important statistics. Why? Why is it so important? Well, it helps tell you is your content actually resonating with your audience? And today I am just going
to show you two ways that you can find out
what your engagement rate is on Facebook. So head over to your Facebook insights, and I’ll see you there! On your Facebook insights screen go over to posts and scroll down until you get this drop down menu. From here select “engagement rate”, and now this column tells us what our engagement rate is on
each individual post. So interestingly, you can
see here, this post has a 13% engagement rate. It only reached 263 people, but it must’ve really resonated with them. So what’s the magic formula
for engagement rate? How does it get that 13%? Well, it’s the number of
engagements that that post got, divided by the reach it
got, multiplied by 100. So, even if your reach is really small, it’s a good statistic to know. Did that content work for your audience? And if it did, maybe
that’s the sort of content you should be creating more of, and putting an ad spend behind. Now that’s a post by post engagement rate, but we can get more
information from Facebook. We can find out what our engagement rate is over a period of time, like 7 days or 28 days. And it’s that 28 day window I’m interested in at the moment. So let’s head back over into insights and I’ll show you where you
can get that information. From your overview screen,
click on Export Data, leave it at Page level data, so where it says All Page Data, I want to go to make new custom layout. And the first statistic I’m interested in is the number of people who’ve engaged with my page over the last 28 days. So if I type in engage in the search bar, it shows me 28 days page engaged users. So I’m going to select that column. And now I want to know my reach, my total reach for the last 28 days, too. So if I scroll down, I can see 28 days organic reach, or 28 days total reach. And I’m gonna go for that
because the engagement is for your total engagements. So, I want to include my
total reach there as well. Now you can see this is red here. That’s because I need to
add a sheet separator. So, I am going to say 28 days, engaged, Facebook, all. And click add. If I just lift this up, that means this is the container that these two are in. And that could be useful
if you’re creating a more detailed report. We just need these two statistics. Scroll down to the bottom
and give your report a name. That means you’ll be able
to access it easily again. (typing) Click on apply, and export that data. Now that’s exported as an Excel file, I just need to go and add the formula so I can calculate what my engagement rate is over the last month. I am going to open the file up on Excel, and I’ll see you over there! This is the spreadsheet
that it’s given me. You can see that the first column here is the number of people
engaged with your page. And the next column is
the number of people who saw content from my page. And for each date that they’ve given me, they’ve given me the data
from the previous 28 days. I’m actually only interested
in the most recent one. So, let’s go in and create the formula. Which is equals. Click on your engage, divide it by the number of
people that you’ve reached, and multiply it by 100. So, it tells me that today, my engagement rate is 14%. Which isn’t too shabby. Has that increased over the last 28 days? Let’s just enter the formula
for all the last 28 days. And we can see that, actually, right at the beginning, we had
a lot larger engagement rate. My engagement rate has
fallen over the last 28 days. even though my reach
has increased massively over that period of time. And that’s telling me that the 28 day video challenge I’m doing may be increasing my
reach and my engagement, but it’s increasing my reach
more than my engagement. So I need to look at
those individual posts that were delivering the
highest engagement rate, and maybe create a few more like that.

Michael Martin

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