Engagement Rate (ER)

Short Definition:

The engagement rate is usually expressed as a percentage and indicates the level of interaction visitors have with a web page. A high engagement rate is linked to a high user satisfaction level and a high number of page views. (More page views means more attention to your company’s message and more chances to convert a visitor into a customer. ) An engagement rate is also often used to indicate the level of interaction with a Facebook post or Twitter tweet.

Detailed Definition:

Bounce Rate

Social media marketing experts believe that engagement rate metrics should not focus on the number of page views/visits to a given page but rather on the number of shares/comments. Based on these findings, digital marketing experts have come up with bounce rate, a comparative metric that compares how a particular page is used by the user vs. how they perceive it.

So, how do these two factors – page views and social media shares – impact the “Bounce Rate”? According to many social media marketing experts, a high page view-to-share ratio can result in high bounce rates, as users are not comfortable spending time on a page that does not interest them. Conversely, a low social media share-to-repin ratio can result in low bounce rates. Users are more likely to share content they are interested in on the social media platform.

Engage Rate By Views

According to several studies, marketers should focus on two main metrics: page views and mentions/tweets. If a brand has high page views but low engagements, this may not indicate that its message is reaching its target audience. Instead, it could simply mean that the audience is highly saturated and that the brand needs to draw in a more varied audience.

On the other hand, a brand with high mentions/tweets but low engagements may need to tone down its promotional tactics to capture more of its target audience’s attention. The important thing is to have a metric that rates the engagement level on a brand’s website.

Conversion Rates

A brand new marketing metric called Conversions: This metric measures the amount of media interactions that a brand’s customers/users had with a particular page and is calculated by adding “bumps” (the clicks to the website) and “reach” (the number of conversations/conversations that take place). Although Conversions is relatively new to the world of social media marketing, many experts are already starting to use it in their campaigns.

Its value lies primarily in its ability to tell marketers whether their campaigns are reaching their intended target and is particularly useful for campaigns run specifically for advertising purposes. More importantly, it can help them measure their campaigns’ success and show their brand’s efforts. You can learn more about how to optimize your website for conversions for better results.

Other Metrics To Consider

Metrics have their place, and one cannot discount them altogether when gauging engagement metrics. However, one should not get carried away with them and treat them as the be-all and end-all of online marketing metrics. In essence, brands should have separate metrics for measuring their performance.

For example, they may want to track their social media engagement rates through Facebook’s likes like Twitter retweets, Digg clicks, Instagram follows, and YouTube views. By tracking these separately from Conversions, you will be able to get a better picture of your marketing strategies’ actual effectiveness, which can go a long way in helping you develop a stronger strategy for the future.

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