Wise Metrics Proposes New Formula For Measuring Facebook Engagement

When it comes to metrics for Facebook brand pages, engagement is seen by many as the holy grail. However, according to Facebook analytics provider Wise Metrics, the way it is calculated is all wrong.

When it comes to metrics for Facebook brand pages, engagement is seen by many as the holy grail. However, according to Facebook analytics provider Wise Metrics, the way it is calculated is all wrong.

Wise Metrics pointed out four flaws with the current method of calculating Facebook engagement, as well as providing a formula of its own, in a post on its blog.

The four flaws, according to Wise Metrics:

  • All interactions are not included: Playing videos, viewing photos, and clicking through on links can make up as much as 80 percent of interactions with some pages, yet they are not included in this commonly used formula, which is a major reason why many pages see engagement rates as low as 0.02
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