The Engagement section in the Analytics Dashboard shows you how your community interacts with your content. Here you'll find detailed breakdowns of reactions, comments, shares, and clicks.
Opening the Engagement Tab
Open Analytics in the side menu and click on the Engagement tab. Alternatively, select Engagement directly from the sidebar submenu.
KPI Cards
Each card shows the current value, the previous period value, and the percentage change with a sparkline.
Engagement Rate (Followers)
The average percentage of your followers who interact with each post, calculated as (Interactions / Followers) x 100. This is the primary measure of how well your content resonates with your existing audience. A rate above 3% is generally considered good, while rates above 6% are excellent. Compare across time periods to detect shifts in audience interest.
Engagement Rate (Reach)
The average percentage of reached people who interact with your content, calculated as (Interactions / Reach) x 100. This metric shows how compelling your content is to people who actually see it, regardless of your follower count. A high reach-based rate means your content effectively converts viewers into engagers. Not available for TikTok.
Post Engagements
The total number of all interactions (reactions + comments + shares) across all your posts in the selected period. This gives you a single number representing overall audience activity. Compare with the previous period to understand whether your community engagement is growing or declining.
Avg Engagements per Post
The average number of interactions each published post received during the period. This normalizes engagement by posting frequency, making it easier to compare across time periods with different numbers of posts. If this metric is rising even when total engagements are flat, it means your content quality is improving.
Reactions
The total number of all reactions (Like, Love, Haha, Wow, Sad, Angry) across all your posts in the selected period. On Instagram and TikTok, this maps to likes only. A rising trend indicates growing content resonance. Compare with the previous period to identify momentum shifts.
Comments
The total number of comments on your posts during the selected period. Comments require more effort from users than reactions, making them a stronger signal of genuine engagement and community building. High comment counts often indicate content that sparks meaningful conversation.
Shares
The total number of times your posts were shared during the selected period. Shares are the most powerful form of organic distribution because they expose your content to entirely new audiences. A high share count typically correlates with strong algorithmic reach and virality potential.
Story Replies
The total number of direct message replies to your Instagram Stories. This metric is only available for Instagram accounts. Story replies are a strong indicator of audience engagement because they require users to actively respond. High reply counts suggest your Stories effectively prompt conversation and connection.
Reels Social Actions
The total interactions (likes, comments, shares, saves) on your Instagram Reels. This metric is only available for Instagram. Reels social actions help you evaluate how well your short-form video content performs compared to other content types. Strong Reels engagement often signals algorithmic favourability.
Page Post Engagements
The total number of interactions specifically on your Facebook Page posts, as reported by Facebook's page-level insights. This metric is only available for Facebook and may differ slightly from the sum of individual post engagements due to how Facebook aggregates data. Use it as the authoritative Facebook engagement total.
Avg Reactions per Post
The average number of reactions (likes, love, haha, etc.) each post received during the period. This helps you understand typical reaction performance per post, independent of how many posts you published. A rising average suggests your content quality or targeting is improving.
Avg Comments per Post
The average number of comments each post received during the period. This metric normalizes commenting activity by post count, making it useful for comparing periods with different posting frequencies. Content that consistently earns above-average comments is likely hitting the right topics for your audience.
Clicks
The total number of clicks on links, images, and videos in your posts. This metric is only available for Facebook. Clicks indicate that your content is compelling enough for users to take direct action. A high click count combined with a high click rate suggests effective calls-to-action in your content.
Avg Clicks per Post
The average number of clicks each post received. This metric is only available for Facebook. It normalizes click performance by posting frequency, making it easier to compare across periods. Rising average clicks suggest your content is becoming more actionable and compelling to your audience.
Click Rate
The percentage of reached people who clicked on your content, calculated as (Clicks / Reach) x 100. This metric is only available for Facebook. A high click rate means your content effectively drives action from viewers. Compare across post types to understand which formats generate the most clicks relative to their visibility.
Avg Shares per Post
The average number of times each post was shared during the period. This normalizes sharing activity by the number of posts published, helping you assess shareability independent of posting volume. Posts with above-average shares often contain highly relatable or valuable content worth amplifying.
Charts
Post Reactions Timeline
A stacked line chart showing the daily breakdown of reactions by type (Like, Love, Haha, Wow, Sad, Angry). Each reaction type is color-coded: Like (blue), Love (red), Haha (yellow), Wow (yellow), Sad (yellow), Angry (red). This chart is only available for Facebook; for Instagram and TikTok, only likes are tracked. Look for shifts in the reaction mix to understand emotional responses to your content.
Avg Engagements by Type
A bar chart comparing the average interaction count by content type (e.g., photo, video, link, reel). Each bar represents a content format, making it easy to identify which type drives the most engagement. Use this insight to prioritize your best-performing content formats in future planning.
Reactions Distribution
A donut chart showing the percentage distribution of reaction types. This chart is only available for Facebook. At a glance, you can see whether your community mainly reacts with likes or also expresses stronger emotions like love, haha, or wow. A diverse reaction mix often indicates emotionally engaging content.
Top Posts by Engagement
A listing of your five most successful posts in the selected period, sorted by total number of interactions. Each post shows a preview image, post type, reactions, comments, and engagement rate. Use this section to identify what content themes, formats, and styles resonate most with your audience.
Best Times to Post
A heatmap showing for each day of the week (Monday to Sunday) and each hour (0-23) when your posts receive the most engagement. Darker cells mean more interactions. Rows represent weekdays (Mon-Sun), columns represent hours (1AM-11PM), and the color scale ranges from light (low engagement) to dark blue (high engagement). Use this data to optimize your posting schedule. Not available for TikTok.
Engagement Rate (Followers) History
A line chart showing the daily engagement rate based on your follower count over time. The Y-axis shows the percentage of followers who interacted, while the X-axis shows the days. Look for sustained upward or downward trends to understand whether your content strategy is becoming more or less effective at activating your existing audience.
Engagement Rate (Reach) History
A line chart showing the daily engagement rate based on your reach over time. This shows what percentage of people who actually saw your content chose to interact with it. Spikes indicate highly compelling content, while dips may suggest less engaging posts. Not available for TikTok.
Reactions History
A line chart of daily reactions (likes, love, etc.) on your posts over time. Rising peaks correspond to high-performing content days, while flat or declining lines may indicate lower audience interest. Compare with your posting schedule to identify which content drives the most reactions.
Comments History
A line chart of daily comments on your posts over time. Spikes in comments often correlate with discussion-provoking content or trending topics. Compare with the reactions history to understand whether your audience prefers passive engagement or active conversation.
Clicks History
A line chart showing daily clicks on links, images, and videos in your posts over time. This chart is only available for Facebook. Rising click trends indicate increasingly actionable content. Correlate peaks with specific posts to identify which content types and calls-to-action drive the most clicks.
Shares History
A line chart showing the daily number of times your posts were shared over time. Sharing peaks often correspond to viral or highly relatable content. This chart helps you understand which days and content types generate the most organic distribution through your audience's networks.
Platform Specifics
- Full reaction breakdown by type (Like, Love, Haha, Wow, Sad, Angry)
- Page post engagements as a separate metric
- Best times to post heatmap
- Story replies as a separate engagement metric
- Reels social actions (interactions on Reels)
- No reaction breakdown (only likes)
TikTok
- "Likes" instead of "Reactions"
- No reach-based engagement rate
- No click metrics
- No "Best Times to Post" heatmap
Frequently Asked Questions
What is a good engagement rate?
This depends on the platform and account size. Rough benchmarks:
- Below 1%: Low
- 1-3%: Average
- 3-6%: Good
- Above 6%: Excellent
Smaller accounts often have higher rates than large ones.
Why are no reaction types shown for my Instagram account?
Instagram does not differentiate between reaction types like Facebook. Only likes are counted. The reaction breakdown (Like, Love, Haha, etc.) is only available for Facebook.
What counts as "engagement"?
Engagement includes reactions (likes), comments, and shares. Depending on the platform, clicks, saves, and story replies may also be included.
Next Steps
- Analytics Overview - Back to the overall overview
- Reach Metrics - Understand reach and impressions
- Create and Schedule Posts - Optimize content based on insights