Why Publishers’ Engagement Metrics Are All Over the Map

Publishers are increasingly relying on engagement measurements to show their ability to reach audiences on Facebook. But it’s getting harder to tell what engagement really means: measurement is all over the map because analytics firms used by publishers vary in their approach.

One firm, Crowdtangle, measures interactions on all content types, including natively uploaded content and old-fashioned links as well as video and images. It looks at interactions that take place directly on a publisher’s Facebook page, not from the publisher’s own site.

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