Engagement is a supremely important metric that measures an audience’s response to a brand’s post. Different brands give weightage to different interaction metrics.

So how do you objectively calculate Engagement for different posts with a standard formula? We decided to leave that to you.

Now, you can choose from 5 different formulas to calculate Engagement for Facebook and 4 formulas for Twitter, LinkedIn and Instagram. 

Head over to the Settings tab on your Unmetric account and customize the formula to your preference!

Here’s a breakdown of each Formula:

Note: Interactions denotes Likes + Comments + Shares. But we also have an option to include other Facebook Reactions (Love, Haha, Wow, Sad and Angry). You can also add weights to each interaction metric depending on their importance.

1. Interactions

This formula is best suited to users who’d like to measure the absolute performance of a brand post.

2. (Interactions/ Fans) as a percentage

This option computes the percentage of fans that interacted with a post as an ‘Engagement Rate.’

3. (Interactions / Estimated Reach*) as a percentage

This computes the percentage of people (i.e. the estimated reach) that interacted with a post. Estimated reach is computed based on our advanced machine learning model.


4. (Interactions) * 10000 / Fans

This is useful for brands with many fans. Usually, computing this rate by dividing by a large number of fans results in very low engagement numbers that can be difficult to compare. We solved this problem by normalizing the score between 0 to 1000.

5. (Interactions) * 10000 / Fans 0.8

This approach is a more accurate way to compare engagement between brands with vastly different fan sizes, as per our experience. We’ve also standardized this score between 0 to 1000.

6. Total Interactions ^1/Actual (or) Estimated Reach ^2  X 100
This is specifically for users who have connected their Facebook and Instagram Pages. 


The formulas listed above are for Facebook. They will largely remain the same for Twitter, LinkedIn and Instagram but the metrics will differ according to the network (Likes, Replies, and Retweets for Twitter & Likes and Comments for Instagram and LinkedIn).

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