What is a good engagement rate?

There is no answer to that without knowing the denominator, the platform, the account size and the kind of content — and any figure quoted as a universal benchmark is being quoted without those. The useful comparison is against your own posts over time, using the same denominator each time.

Why do I get three different numbers for the same post?

Because they divide by different things. Followers, reach and impressions are three different denominators, and the same engagement divided by each gives three different rates. All three are legitimate; quoting one without saying which is what makes the number meaningless.

Which one do agencies usually quote?

Engagement as a share of followers, because it is almost always the largest of the three and because follower counts are public. Reach is usually the fairest figure and is quoted least often.

Should saves and shares count as engagement?

That is your decision, and this lets you choose. What matters is choosing once and keeping it consistent — adding saves for one comparison and dropping them for the next produces a change that has nothing to do with performance.

What is the difference between reach and impressions?

Reach counts accounts that saw the post. Impressions count the number of times it was shown, so one person seeing it three times is one reach and three impressions. Impressions are always the higher number, so engagement as a share of impressions is always the lower rate.

Why does it warn me about small numbers of posts?

Because with a handful of posts, a difference that looks large can easily be chance. The figures are still calculated, but below five usable posts they should not be reported as a pattern.

Is my data uploaded anywhere?

No. Everything is calculated in your browser and nothing is sent anywhere.

Engagement Rate Calculator

There is no such thing as the engagement rate. The same post is 8%, 3% or 1.2% depending on what you divide by, and all three get called the same thing. This works out all three at once and says which is which.

One post

Likes

Comments

Saves

Clicks

Followers

Reach (accounts)

Impressions

Several posts

Paste or type a row per post. The two aggregate figures below answer different questions, and they disagree most exactly when one post did far better than the rest.

Divide by

Which denominator should you use?

Followers is the figure in almost every media kit, and it is the least informative of the three. It rewards a small account, it ignores whether anybody actually saw the post, and it goes down as an account grows even when the posts are performing exactly as well. It is the number to quote when you want a big one.

Reach — the number of accounts that saw the post — is usually the fairest, because it answers the question you meant to ask: of the people who saw this, how many did something. It is the figure quoted least often.

Impressions counts every time the post was shown, including repeat views by the same person. It is always the lowest of the three, and always the most conservative.

None of them is wrong. Quoting one without saying which is what makes a comparison meaningless, and it is why two agencies can report very different numbers for identical performance and both be telling the truth.

Typical, and average, are different questions

For a set of posts there are two honest aggregate figures, and this shows both.

Every post counted equally answers “what does a typical post of mine do”. Totals divided by totals answers “what did the account do overall”. When one post unexpectedly travels, the first barely moves and the second is dominated by it. Reporting only the flattering one is a standard trick, so both are always shown, along with the median — which is a better description of typical than any average when a single post ran away with the numbers.