Average engagement rate (%) of online advocacy/awareness campaigns
Definition and Methodology
The engagement rate tracks how much an audience is actively engaged with content (level of interaction with a campaign). This indicator helps evaluate the quality of engagement and the effectiveness of content in capturing the audience's attention. It is a percentage that reflects the degree of audience interaction (e.g., likes, comments, shares, clicks) with campaign content relative to its reach or impressions.
The engagement rate can apply to social media, a website, or an app.
The engagement rate (%) is calculated as follows: (Total impressions or reach / Total engagements such as likes, comments, shares, etc.) x 100.
DATA COLLECTION
a. Social media analytics tools: built-in tools like Facebook Insights, Instagram Insights, Twitter Analytics, and LinkedIn Analytics provide the engagement rate. If not, collect the following metrics: Total engagements (likes, comments, shares, clicks) and total impressions or reach.
b. Website analytics: Tools like Google Analytics or HubSpot provide data on engagement with campaign-specific pages and click-through rates (CTR) on call-to-action buttons.
c. Email marketing platforms like Mailchimp or Constant Contact provide the click-through rates (links clicked within emails) and rates of shares or forwards.
CALCULATION METHOD
1. Either collect the total engagements and impressions/reach for all supported campaigns within the Grants' period; apply the engagement rate formula to each campaign; and calculate the average engagement rate across all campaigns.
2. Or, collect directly the engagement rate of all supported campaigns if provided by the analytics tools and calculate the average engagement rate across all campaigns.
TARGET SETTING
For target setting by industry, check this benchmarking: https://blog.hootsuite.com/average-engagement-rate/#:~:text=Average%20X%20%28Twitter%29,engagement%20rate%3A%201.34%25
Specifically for CSOs, check: https://www.nptechforgood.com/101-best-practices/social-media-statistics-for-nonprofits/
Key Information
Unit of measurement
Percentage
Example Data Source
PP records Built-in analytics from social media, website and email marketing platforms