Engagement metrics measure how people interact socially with your Meta ads. Track likes, comments, shares, reactions, and saves to understand content resonance.
Data Source: Meta Marketing API
Metrics: 18
Metrics in This Group
Engagement Totals
| Metric | Description | When to Use |
|---|
| Meta Engagements | All social interactions | Measure total engagement volume |
| Meta Engagement Rate | Engagements ÷ Reach | Compare engagement relative to audience |
Social Actions
| Metric | Description | When to Use |
|---|
| Meta Likes | Like reactions | Measure positive sentiment |
| Meta Comments | Comment count | Track discussion and conversation |
| Meta Shares | Share count | Measure viral potential |
| Meta Saves | Save/bookmark count | Track content value and intent |
| Meta Reactions | All emoji reactions | Measure emotional response breadth |
| Meta Page Likes | Page like actions | Track follower acquisition |
| Meta Post Comments | Post comment count | Measure post-level conversation |
| Meta Post Saves | Post saves count | Track content bookmark rate |
| Meta Post Shares | Post share count | Measure organic amplification |
| Meta Photo Views | Expanded photo views | Track image engagement depth |
Cost per Engagement
| Metric | Description | When to Use |
|---|
| Meta Cost per Engagement | Spend ÷ Engagements | Evaluate overall engagement efficiency |
| Meta Cost per Comment | Spend ÷ Comments | Track discussion acquisition cost |
| Meta Cost per Share | Spend ÷ Shares | Measure viral amplification cost |
| Meta Cost per Save | Spend ÷ Saves | Evaluate content value cost |
| Meta Cost per Page Like | Spend ÷ Page likes | Track follower acquisition cost |
| Meta Cost per Photo View | Spend ÷ Photo views | Measure image engagement cost |
How These Metrics Relate
- Engagements = Total of all social actions (likes, comments, shares, saves, reactions)
- Reactions include all emoji responses (love, wow, haha, etc.)
- Likes are specifically thumbs-up reactions
- Shares extend organic reach at no additional cost
- Engagement Rate = Engagements ÷ Reach × 100
High engagement signals resonant creative and can improve delivery efficiency.
Choosing the Right Metric
- Brand awareness: Use Engagements and Engagement Rate for overall resonance
- Community building: Track Comments, Shares, and Page Likes
- Content strategy: Use Saves to identify high-value content
- Viral potential: Monitor Shares to find content worth amplifying
- Cost optimization: Compare Cost per Engagement across campaigns
