What does interaction rate measure?

• A. The percentage of clicks, swipes, and interactions with images, text, or extensions
• B. The average time users spend on the landing page
• C. The number of impressions per campaign
• D. The click-through rate of ads

Answer: (A)

Interaction rate measures engagement by showing the percentage of impressions that elicit any interaction. It captures how often users take interactive actions, not just a single type of action, across different elements like images, text, or ad extensions. This broad view helps you understand how compelling your content is overall, beyond just clicks. For example, if a post has 1,000 impressions and 100 interactions total (including clicks, swipes, and other interactions), the interaction rate is 10%. That differs from average time on a landing page (which gauges how long users stay) and from the number of impressions (which simply counts how many times content is shown), and it also differs from click-through rate, which looks only at clicks divided by impressions. So, the measure described here—covering clicks, swipes, and various interactions with content and extensions—is the best match.