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Engagement rate calculator
See a post’s engagement rate three ways, by followers, reach, and impressions, with the formula behind each one. Choose which actions count, match how LinkedIn Pages or Instagram count them, and sum up several posts the fair way.
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Engagement rate calculator
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Three steps
How it works
Choose what counts as an engagement, or match LinkedIn Pages or Instagram.
Add the post’s counts and its followers, reach, or impressions. For several posts, add each one.
Read each rate with its formula, then copy the results or a link to them.
GuideReviewed
How to work out engagement rate, and which one to use
Contents
Three ways to work it out
Engagement rate is the engagements a post got divided by an audience number, shown as a percentage. The audience number you divide by changes what the rate tells you.
- By followers: engagements ÷ followers. Useful for comparing accounts of different sizes, but it ignores how many people actually saw the post.
- By reach: engagements ÷ the people who saw the post. The clearest read on how the post itself landed.
- By impressions: engagements ÷ the times the post was shown, repeat views included. LinkedIn Page analytics works out its engagement rate this way.
Platforms count engagements differently
There’s no single standard for what counts. LinkedIn Page analytics counts clicks, reactions, comments, and reposts, and divides them by impressions. LinkedIn’s analytics for personal posts list reactions, comments, reposts, saves, and sends, without an engagement rate. Instagram’s total interactions add up likes, saves, comments, and shares, and Instagram’s insights no longer report impressions for posts created after July 2, 2024, so use views in their place.
Before you compare two rates, check that they count the same actions and divide by the same number. Pick your definition once and use it every time.
Summing up several posts
There are two fair ways to sum up a set of posts, and they answer different questions.
- Average per post: work out each post’s rate, then average them. Every post counts the same, so it describes a typical post.
- All posts combined: total engagements ÷ total reach or impressions. Bigger posts count for more, so it describes your content as a whole.
- When one post reaches far more people than the rest, the two drift apart. Say which one you’re reporting.
Compare against yourself
This calculator doesn’t grade your rate against a benchmark. Published averages vary with the platform, the account’s size, the industry, the format, and how each source counts, so the most useful comparison is with your own earlier posts, worked out the same way.
Questions, answered
What people ask before they use the Engagement rate calculator.
Add up the engagements you count, divide by an audience number, and multiply by 100. For example, 215 engagements on a post seen by 6,100 people is 215 ÷ 6,100 × 100 = 3.52% by reach.
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From Ampere
A rate tells you what happened, not what to post next.
Ampere is an AI marketing agent that can audit a LinkedIn company page from its recent public posts, covering cadence, formats, topics, and engagement, then draft the next posts for each channel from your saved Brand memory, ready for your review.
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