Counts are collected from each platform. Everything expressed as a rate is derived from
those counts at the moment it is displayed.
Engagement rate by reach
The only engagement figure that compares fairly across accounts of different sizes.
Non-follower reach
The clearest available signal of genuine discovery.
Save rate
Saves against reach. The strongest intent signal on Instagram.
Frequency
Impressions against reach. Above two, the same people are seeing it repeatedly.
Retention
Three second views, average watch time and completion.
Follows per reach
New followers attributed to a single post.
Click-through rate
Link clicks against impressions, for anything driving traffic.
Return on ad spend
Conversion value against spend, wherever money was applied.