Engagement rate is one of the most useful metrics available for your microsites — it tells you not just how many people received your content, but how many of them actually interacted with it.
How It's Calculated
Engagement rate is based on two numbers:
- Number of Engaged Recipients (NER): The number of recipients who performed at least one engaged action (such as opening, clicking, viewing, or otherwise interacting with your content). [Confirm the exact list of qualifying actions — see note below.]
- Number of Recipients (NR): The total number of people the microsite was sent to.
These two numbers are combined into a simple formula:
Engagement Rate (%) = (NER ÷ NR) × 100
Example
If you sent a microsite to 50 recipients, and 20 of them engaged with the content in some way, your engagement rate would be:
(20 ÷ 50) × 100 = 40%
This means 40% of the people who received your microsite took at least one engaged action with it.
Why This Metric Matters
Engagement rate gives you a clearer picture of content performance than raw view counts alone. A high open count with a low engagement rate may suggest your content isn't resonating once people land on it, while a high engagement rate signals that recipients are finding real value in what you've shared.
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