Marketing Metrics

Engagement Rate

2026-05-31 7 min read

Engagement rate measures the percentage of an audience that interacts with content — definitions vary by platform. Email engagement = (Opens + Clicks + Replies) / Delivered. Social engagement = (Likes + Comments + Shares + Saves) / Impressions or Reach. Product engagement = active users / total registered users. Engagement rate is most useful as a longitudinal metric within one channel and audience, not as a cross-platform comparison.

TL;DR

<strong>Engagement rate</strong> measures the percentage of an audience that interacts with content — definitions vary by platform. Email engagement = (Opens + Clicks + Replies) / Delivered. Social engagement = (Likes + Comments + Shares + Saves) / Impressions or Reach. Product engagement = active users / total registered users. Engagement rate is most useful as a longitudinal metric within one channel and audience, not as a cross-platform comparison.

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Sources

Definitions and benchmarks reference primary sources from the D2C Metrics pillar. Verified at publication.

  1. 1 DTC State of the Industry 2025 — Common Thread Collective, 2025. View source .
  2. 2 Shopify Plus DTC Benchmarks 2025 — Shopify, 2025. View source .
  3. 3 Klaviyo Ecommerce Benchmarks — Klaviyo, 2025. View source .
  4. 4 Northbeam DTC Marketing Report — Northbeam, 2025. View source .

Fairview cites primary sources only — government data, academic research, industry benchmarks from named publishers, and official vendor documentation. See our editorial standards.