Engagement per view
Engagements divided by views: the rate a piece of content converts attention into action.
Engagement per view is the number of engagements a post earned divided by the number of views it got. It answers a different question from raw engagement: not "how many people reacted?" but "how many of the people who saw this reacted?"
The distinction matters because raw engagement mostly measures reach. A post shown to a hundred thousand people will out-engage a post shown to a thousand almost regardless of quality. Dividing by views strips the distribution advantage out and leaves something closer to a read on the content itself.
It is not a complete answer. Platforms count a "view" differently from one another (and sometimes differently across formats on the same platform), so an engagement-per-view figure is only comparable within a single platform and format. Comparing a Reel's rate to a long-form YouTube video's rate produces a number, but not a meaningful one.
Where this comes up
The difference between a number a system counted and a number someone told you, and why almost every content report quietly mixes the two together.
Chasing virality is chasing someone else's distribution. Finding content that beat its own channel's norm is a repeatable method. Here's how to do it.