Cost Per Engagement

Cost per engagement is what you pay each time someone takes the engagement action you are billed for, such as a click, repost, reply, or follow.

On an engagement objective you are charged per engagement, and only the action you optimize for costs you. Your total spend divided by those billed actions is your cost per engagement.

Say you run a Promoted post and pay per engagement. Ads Manager reports 2,000 billed engagements against your spend. Divide your spend by 2,000 to get the cost per engagement, then read it next to what those engagements were actually worth to your business.

Cheap engagement is not cheap results. A like or a repost costs little and often leads nowhere, so a low cost per engagement can sit on top of zero sales. The number only matters if the engagement you buy is the one that pays you.

Count the engagements that turn into money.