Engagement metric
An engagement metric is an indicator that measures how much an audience interacts and becomes involved with a brand’s content, products or channels
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
The specific metrics depend on the channel. On a website or app they may include engagement time, pages per session, scroll depth or engaged sessions (Google Analytics 4 defines its own engagement rate). On social media they include likes, comments, shares, saves or completed views, often relative to reach. In email, clicks and replies are used; open rate has become less reliable since some email clients load images automatically to protect privacy.
An engagement metric is useful when tied to an objective; otherwise it can become a vanity metric. It is best combined with outcome indicators, such as conversions or retention, and compared within the same channel, since each platform calculates and names its metrics differently.
Also known as
Engagement KPI, Interaction metric
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