The ER denominator is chosen before comparing posts. Followers show the ratio of actions to audience size, reach — to the number of accounts reached, views — to the view counter. A single post can get three different percentages without any arithmetic error.
One post, three results
Let's take a sample post: 1 000 followers on the measurement date, 700 accounts reached, 2 000 views, 45 reactions and 5 comments. In the numerator we include only reactions and comments: 50 actions in total.
| Base | Calculation | Result |
|---|---|---|
| Followers | 50 / 1 000 × 100 | 5% |
| Reach | 50 / 700 × 100 | 7,14% |
| Views | 50 / 2 000 × 100 | 2,5% |
In the ER calculator choose a base, tick two types of actions and enter the corresponding numbers. Save the CSV: it will keep the base type and the selected interactions. If you are comparing posts, do the calculation in one mode for the whole sample.
What to treat as unknown
Unavailable saves are not equal to zero saves. Remove this type of action from both posts being compared, or leave the value unknown: a row with an incomplete selected numerator will not be included in the total. Zero is entered only when the absence of actions is known. With a zero base, the percentage is undefined.
Telegram separately explains the specifics of the view counter: it cannot simply be renamed as unique reach. Do not substitute the same views into both fields at once to get supposedly independent confirmation.
How to caption the result
Write: “5% actions relative to followers; reactions and comments, snapshot after 48 hours”. The wording “5% people engaged” is incorrect: one person could have performed several actions. For a series of posts, separately compare the average of the percentages and the ratio of the sums. A universal quality threshold does not follow from this calculation.
If a separate public announcement in Telegram has been prepared for this work, you can check the current view terms. The ER calculation does not determine the quality of purchased activity. Purchased activity does not confirm organic interest, recommendations, enquiries or sales.