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Calculating a brand's Average Engagement
Calculating a brand's Average Engagement
How do we calculate the Average Engagement for a brand? Written by Shruti Ramanujam
Updated over a week ago

Engagement is a supremely important metric that measures an audience’s response to a brand’s post. Different brands give weightages to different interaction metrics, which is why you can customize your Engagement using various formulas.

So how do we calculate the average Engagement for a brand in a particular time period? We add the Engagement scores of all the posts published and divide by the number of posts published, right? Not quite...

Let’s use the above method to calculate the average percentage a student is getting at school in two exams.

In Maths, a student got 40/40 – in percentages, this 100%

Science - 40/50 – in percentages, this 80%

To calculate the Average Percentage, according to the method discussed above,

Average Percentage =
(Percentage in Math + Percentage in Science)/Number of Exams

Therefore, Average Percentage = (80+100)/2 = 90%

However, the right way to do it would be to take the average of the marks obtained and divide that by the average of the total marks that can be obtained.

Average Percentage = (Average of Marks obtained)/(Average of Total marks)

Average of Marks = (40+40)/2 = 40

Average of Total marks = (50+40)/2 = 45

So the actual Average Percentage = 40/45 = 88.88%

Let’s apply this to calculate engagement of a set of Facebook posts published by the brand, Starbucks from June 1, 2019, to June 7, 2019. The date of publishing and the metrics for the post including the Fan Count are below.

Let’s use the Engagement formula below to calculate the Average Engagement for the above set of posts. Note that for the formulas, we’ve given weights for the metrics Reactions, Comments and Shares.

Engagement of a post is calculated as below:

For calculating the Average Engagement of multiple posts, instead of taking a simple average of the engagements received by the posts, we take an average of the individual metrics for the posts during the time period

Note: There are multiple ways you can measure Engagement on Unmetric. However, we’ve taken the above formula as an example to explain our approach.

The same can be done with other formulas; just replace each metric with the Average metric. For e.g. Average Reach, Average Fans, Average Comments, Average Shares etc