Understanding engagement metrics
Likes, comments, shares, views — each metric tells a different story. Here's how to interpret them.
Views
Measures reach, not interest. An ad can have 1M views and 0 sales.
Likes
Light interest. Good for virality, weak correlation with sales.
Comments
Active engagement. Read them: questions = purchase interest, complaints = product problem.
Hierarchy of signals
From least to most strong indicator of purchase.
Views
Measures reach, not interest. An ad can have 1M views and 0 sales.
Likes
Light interest. Good for virality, weak correlation with sales.
Comments
Active engagement. Read them: questions = purchase interest, complaints = product problem.
Shares
Strong validation. Someone who shares implicitly reorders.
Saves (Instagram)
The strongest signal of purchase intent. Save = I want to come back to it.
Ratios to calculate
Likes/views > 3% = ad that pleases. Comments/likes > 5% = ad that engages. These ratios predict conversion better than absolute values.