Engagement rate
The share of the people who saw a post and did something about it, and a number calculated at least three different ways.
Three denominators are in common use: engagement over followers, over reach, and over impressions. They produce very different numbers for the same post, and a report that does not say which one it used is not reporting, it is decorating.
Over reach is the honest one for organic content, because it asks what proportion of the people who actually saw the post responded to it. Over followers flatters an account with poor reach and punishes one whose posts travel beyond its own audience.
It is useful against your own history and close to useless against a published benchmark, because the benchmark almost never states its denominator, its industry or its date.
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