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Put definitions side by side — internal vs external, or across platforms — to see exactly where they agree and where they don’t. Never combine metrics whose definitions materially differ.

Cross-platform presets: Clicks across ad platforms Impressions across ad platforms Reach across ad platforms Frequency across ad platforms Click-through rate across ad platforms

Presets:

Engagement RateMeta · Post Engagement

Attribute	Engagement Rate Internal	Meta · Post Engagement External
Origin	Internal	External · Meta Ads
Definition	Percentage of eligible exposures, users, or sessions that produce defined engagement.	Total actions (reactions, comments, shares, clicks) on a post or ad.
Unit	percentage	—
Aggregation	ratio	—
Formula	Engagements / Eligible Exposures	SUM(reactions + comments + shares + clicks + saves + other post interactions)
Includes	—	Reactions Comments Shares Link & non-link clicks Saves
Excludes	—	Passive impressions without interaction Video 3s views (separate metric)
Applicable dimensions / channels	—	Date Campaign Age Country Placement
Known limitations	—	Counts interactions with platform content, not product usage A single user can generate many engagements
Comparability notes	—	Meta counts content interactions; internal Engagement Rate counts in-product actions per session. Different behavior — do not combine.
Comparability to internal	Internal source of truth	Not comparable

AI interpretation

AI-generated · review before relying on it

These definitions come from different sources. Review each object’s scope, formula, and comparability before combining them in a single report.