The amplification rate measures how viral your content has become, including how much your content has inspired your social audience to share it (e.g. number of shares per post on Facebook or number of retweets per tweet). Conversation rate measures the number of comments or replies per post. A higher number means you’re getting your audience to talk – to you and other users. The applause rate is a measure of how appealing your post is (e.g., “likes” or “favorites”). The overall engagement rate is determined by adding all forms of engagement (clicks, comments, shares, likes) and dividing it by the number of people reached.