Likes+comments+shares vs followers/reach. The Engagement Rate Calculator takes likes, comments, shares, saves, followers, reach (accounts that saw the post) and returns engagement rate by followers plus engagement rate by reach, total engagements. Results update as you type, and the formula is shown under the result so you can repeat it in your own spreadsheet.
Marketing metrics are most useful as trends and comparisons between channels. Measure every campaign the same way, over the same period, and judge it against your gross margin rather than against revenue alone. Use the worked example below to check the maths against your own figures.
How the Engagement Rate Calculator works
By-follower rates are the common benchmark (1–3% is typical on Instagram, higher on small accounts); by-reach rates show how compelling the content was to the people who actually saw it.
Worked example
With the example values (likes of 800, comments of 120, shares of 60, saves of 40, followers of 20000, reach (accounts that saw the post) of 15000), the engagement rate by followers is 5.10%; engagement rate by reach 6.80%, total engagements 1,020. Change any figure above and the result updates immediately; use Copy results to paste the summary into a note or email.
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Frequently Asked Questions
How is engagement rate by followers calculated?
engagement rate = (likes + comments + shares + saves) ÷ followers (or ÷ reach).
Which figures do I need?
Likes, comments, shares, saves, followers, reach (accounts that saw the post). Take them from the same period and the same set of accounts or reports so the ratio is consistent, and check the example values as a guide to the units expected.
How often should I track this metric?
Weekly for live campaigns, monthly for channel comparisons, and always over the same period for spend and results so the figures line up.
