Metrics
Engagement rate
Interaction-to-impression ratio across reactions, clicks, comments, shares.
Engagement rate sums reactions, clicks, comments, and shares as a percentage of reach (or impressions, depending on definition). On Meta and TikTok organic posts, 1–3% is mainstream, 5%+ is strong. For paid ads, engagement rate is a weak signal: clicks-to-conversion matters more, and high engagement with low conversion often signals comment-spam or wrong-audience reach.
Example
DTC brand's TikTok ad gets 78K views, 2.4K likes, 320 comments, 180 shares (3.7% engagement) — clicks-to-LP only 410 (0.5% CTR), conversions 3 → engagement is misleading, ad is paused.