Interaction Rate

Why the definition shifts by platform

Each platform decides for itself what counts as an interaction. One might count a share the same as a comment, another might count a click-through and a third might not. That means an interaction rate isn’t a fair side-by-side comparison across networks until you’ve checked that both are counting the same things.

Using it without over-indexing

A divisive or controversial post can post a great interaction rate while actually hurting how people feel about the brand behind it. The metric works best read alongside sentiment or an actual business outcome, not celebrated on its own as proof something worked.