We have provided a useful Facebook Engagement Rate Calculator below. Use it to work out your Facebook Engagement Rate as well as derive the total reach and engaged users you would need to get a specific Facebook Engagement Rate.
Feel free to experiment with different scenarios in order to help you better understand this metric.
Note: Facebook uses a slightly different Engagement Rate formula than everyone else. You can find our standard Engagement Rate calculator here
Facebook Engagement Rate Formula
The Facebook engagement rate equation is:
Facebook Engagement Rate = (Engaged Users x 100) ÷ Total Reach
Where Do I Get These Numbers?
Unfortunately, Facebook doesn’t make it easy for you to find this information. If you click on a post to get the stats, it will tell you the total amount of engagements, not the total number of engaged people. If you use these stats, you will get a different (higher) engagement rate than the one Facebook uses.
Engagements vs Engaged Users
You can find the Total Reach of a post by clicking on the stats for an individual post on your page (where it says ‘x people reached’). However, this mini-report shows you the number of engagements the post had – rather than the number of engaged users.
On Facebook, any positive interaction with a post or ad counts as an engagement. This includes reactions, shares, comments, and clicks (on links, videos and images). They don’t include negative interactions such as hiding or reporting posts, or unfollowing pages, however.
If you look at the engagements stat for a post you will see all of these counted up, regardless of whether one user did them all or not. Engaged users, on the other hand, counts the number of users who engaged with the post at all – not how much they engaged.
Facebook is the only social network that uses engaged users rather than engagements to calculate engagement rate. This means they are measuring posts to see whether lots of people find them interesting, rather than some people finding them deeply interesting.
If you want to compare your engagement rate across social networks, you should use engagements to do this. If you want to see how well you are doing on Facebook, you should use the same metric that they use – which is engaged users.
How Do I Find The Facebook Engagement Rate?
To see what Facebook says is the Engagement Rate for posts you have to go to the Facebook Insights page. Once there, you change the filter on the Posts section. To do this:
1. Go to your page on Facebook
2. Click ‘Insights’ in the left-hand side menu.
3. On the Insights page, click on ‘Posts’ in the left-hand side menu.
4. On the Posts page, scroll down to the ‘All Posts Published’ section and open the drop-down menu at the end of the row above the posts (to the right of ‘Reactions, comments & shares’).
5. Choose the last option on the list – ‘Engagement Rate’
6. The engagement column will now show the Facebook Engagement Rate next to each post.
Where do I find ‘Engaged Users’, and ‘Total Reach’?
The only place you can find your Engaged Users stats is in a report which you download from Facebook as a spreadsheet. This spreadsheet contains lots of other stats too, including your Total Reach. To download the Facebook Insights Posts Report:
1. Go to your page on Facebook
2. Click ‘Insights’ in the left-hand side menu
3. Click ‘Export Data’ in the top right of the ‘Page summary’ box
4. In the box that pops up there are three things to do:
- Choose ‘Post Data’ from the pop-up
- Choose a date range of the posts you’re interested in
(Note: This is to choose posts, not engagements. The number of engagements and total reach will cover the whole lifetime of the posts regardless of the date range chosen here).
- Click ‘Export Data’ in the bottom right of this popup
5. Once you click the ‘Export Data’ button your download will start. It can take a few minutes.
6. The file you download will be an XLS (an excel spreadsheet). For some reason, this always comes up with an error box when you try to open it, but these files are safe to open.
7. In the spreadsheet that gets downloaded, there will be a very large amount of data. Look for the columns titled ‘Lifetime Post Total Reach’ (which should be column I) and ‘Lifetime Engaged Users’ (which should be column O). Both are on the “Key Metrics” tab, and you will have to scroll across to find them.
Note: If you boosted a post and want to split the paid reach from the organic reach, there are columns for those too.
8. Use the data from this spreadsheet to work out your Facebook Engagement Rate using the above calculator. Either do it post by post, or sum up the columns and calculate it for the entire date range.
Find out more
- Facebook Engagement Rate Benchmarks
- Facebook Engagement Rate Definition
- Social Media Marketing Guide
- Engagement Definition
- Engagement Rate Definition
- CPE Definition
- CPE Calculator
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