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Engagement Index - Proprietary Metrics

  • Updated

Index:

  1. How to locate
  2. What does this number represent? 
  3. How do I calculate? 
  4. Interactions 
  5. Reach

 

Understand the importance of this metric in proprietary data analysis. 

 How to locate 

The Engagement Index is part of the Overview of the Proprietary Metrics module. In this area, you will find graphs and various information about your Facebook or Instagram page connected to the platform. Click here to learn how to access the module. 

 

 

What does this number represent? 

Before understanding the calculation of the Engagement Index, it is important to explain the concept behind this metric. The Index was created at STILINGUE as a kind of "reward" for the effort the user made to engage, so each action taken (likes, comments, and shares) has a different weight. When someone clicks "like," the post has a higher chance of appearing on the timeline of your page's followers. 

This metric indicates how much your page has grown in terms of engagement metrics: likes, comments, and shares. The formula involving these interactions results in the Engagement Index, which considers both organic posts and Dark Posts.          

The percentage below the number represents the comparison between the current value (top number) and how much it has grown or decreased in relation to the analyzed filter period. For example, if you selected a 7-day filter: The percentage below the number is for the last 7 days. Therefore, if your filter selects the date 07/15 to 07/21, the percentage will compare the data with the previous 7 days, i.e., 07/08 to 07/15. 

 

 

If the number indicated by the index is lower than usual, it means that within the analyzed filter period, the posts may not have engaged the page's audience as much. The opposite can also happen, meaning: if a post has many interactions, the previous period (percentage below the number) may be very low since it is compared to the current one. 

 

How do I calculate? 

To calculate the Engagement Index, it will be necessary to apply the following formula:

(likes + comments x 1.5 + shares x 2) / reach x 100

Note: This formula does not fully apply to Instagram, as the platform does not have the option to share posts. For Instagram only, the formula is: (likes + comments x 1.5) / reach x 100. The reach data is extracted from the "Average reach per post" section in Overview, and the formula is: (Average reach per post x number of posts on the "timeline"). The value shown in the "timeline" (considering only posts and carousels) should be inserted in place of "reach" in the formula.

Another particularity related to Instagram is that owner comments (those made by the page itself) are also considered for the formula calculation. 

Returning to the index:

The first part represents engagement:

Engagement = (likes + comments x 1.5 + shares x 2)

Still in the Overview section, identify the number of page likes during the filter period. Only likes will be considered for the formula:



Before implementing the formula, it is necessary to access another section of the module to obtain all the necessary data. 

 

Interactions 

When locating the sidebar of Proprietary Metrics, click on Publications Analysis and then on "Interactions." That's where the engagement numbers will be.

 

 

Locate the table at the bottom of the page. After that, separate the data for comments and shares, as likes have been recorded earlier. Sum each interaction separately.

Note: When retrieving the data, ensure that the "Show" option is selecting all publications from the filter so that engagement numbers are not missed:

 

  • Likes: 36
  • Comments: 1
  • Shares: 5

Remember the formula? It's time to apply it. 

Engagement = (likes + comments x 1.5 + shares x 2)

Enter the numbers you have summed:

Engagement = 36 + (1 x 1.5) + (5 x 2)

Apply the necessary multiplications to reach the result:

Engagement = 47.5

The value of engagement has been determined by you. Only the reach remains.

Note: When exporting Facebook posts through the Publication Wall in Proprietary Metrics, you will notice that in one of the spreadsheet columns (AM), there is the term "Engagement Rate." This value corresponds to the Engagement Index explained in this guide, as the calculation for both is the same. 

 

Reach

Reach is a metric provided by Facebook. Within the Proprietary Metrics section, it can be directly accessed through a graph. To view it, go to the Publications Analysis section, then click on Reach X Engagement Index:

 

 

Upon opening the graph, you can choose between daily, weekly, and monthly filters. It is recommended to select the "monthly" filter to easily find the reach number, depending on the date applied to the filter.

In this section, using the same filter, you can verify the reach with the value 2,403:

 

Inserting this value into the formula, where "Engagement = 47.5" and "Reach = 2403", 

Engagement Index = (47.5 / 2403 x 100)

In the end, the value of the Index is: 1.9766

 The platform normalizes the number, rounding the last digits. Notice how the value matches the one presented in the image below:

 

 

For more information, visit the discussion on the subject at our community or videos on our channel. 😃

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