Engagement Rate
The share of people reached, impressions served or followers who interact with content through actions such as likes, comments, shares or clicks.
Engagement rate shows whether content holds attention relative to its audience, which helps compare posts, creators and formats of different sizes; it is a signal of resonance, not of revenue.
A LinkedIn post gets 180 reactions, 24 comments, 12 reposts and 84 clicks, 300 interactions in total, from 15,000 impressions. Engagement rate by impressions is 300 / 15,000 x 100 = 2.0%.
Formulas and counted actions differ by platform and tool, so rates are only comparable when calculated the same way. High engagement can come from controversy or giveaways and may not lead to leads or sales.
Engagement rate by reach equals total interactions divided by reach, multiplied by 100; by impressions it divides by impressions; per post it divides by followers. Counted interactions vary, for example reactions, comments, shares and clicks on LinkedIn, or saves and replies on Instagram. In Google Analytics 4 the same name means the share of engaged sessions. It is used with Click-Through Rate (CTR) in Paid Social and Social Listening.
Experience Design
Hootsuite — How to calculate engagement rate — https://blog.hootsuite.com/calculate-engagement-rate/; Google Analytics Help — Engagement rate and bounce rate — https://support.google.com/analytics/answer/12195621