Was ist Engagement Rate?
Engagement rate is a metric that shows how strongly users interact with content. Calculated differently depending on platform. Social Media: (Likes + Comments + Shares + Saves) / Followers × 100. Typical values: Instagram 1-5%, Facebook 0.5-1%, LinkedIn 2-5%. In Google Analytics 4, engagement rate replaces bounce rate: Sessions with at least 10 seconds duration OR conversion event OR 2+ page views count as "engaged". High engagement rates signal relevant content and active community. Influencer marketing: Engagement rate more important than follower count.
Wichtige Punkte
- Measures interactions relative to reach
- Platform-specific calculation
- In GA4: replaces bounce rate
- Quality indicator for content
- More important than follower count
- Benchmark: Instagram 1-5%
Praxisbeispiel
“Our Instagram posts have an average engagement rate of 4.5% - well above the industry average.”