General description
Reach engagement rate informs about the percentage of users who engaged with a post during its lifetime given its reach.
Platform
Facebook, Instagram, Snapchat, TikTok
Data that is processed by metrics in this TikTok widget is subject to a 24-48 hour delay. To learn more about data latencies, review the Reference table in TikTok’s API documentation at Accounts Insights data latency - Reference table for data latency.
API limitation: Video data in post level TikTok metrics will stop updating 365 days after the video was published.
Updated June 2026
For Facebook, the reach denominator now counts unique media viewers (was unique impressions). The engagement numerator is unchanged. Values may read higher than before. The two definitions are not directly comparable. This is expected and reflects Meta's change in how viewers are counted, not a calculation change in Emplifi. Historical data is backfilled from May 1, 2025.
For full context, see Facebook Metric Deprecation (June 2026).
Platform reach
Cross-platform
Alternative/specific description
-
Facebook
Engagements divided by post reach for a single Facebook post. For Facebook, reach counts unique media viewers (June 2026). Engagement includes reactions, comments, shares, and post clicks. -
Snapchat
Reach engagement rate informs about the percentage of users who engaged with a snap during its lifetime, given its reach.
Organic or Boosted
-
Organic + Boosted
Facebook, TikTok
-
Organic
Instagram, Snapchat
Private or Public
Private
Level
Post
ADS
No
If a TikTok post has no interactions for more than seven days, the reach metric will return zero (0) value. This is because TikTok's API ignores any previous reach data. You can retrieve the data by interacting with the post from any account that is not yours. Recovered data should be available within 48-72 hours.
This TikTok API limitation, however, makes it rather difficult to conduct time-over-time analyses unless you start the recovery process.