“Engagement is up 30%” sounds great. My first question is: compared with what?
Thirty reactions after twenty-three is a different story from thirty thousand after twenty-three thousand. And a busy week after a quiet holiday week might tell us more about the calendar than the content.
Before I trust a percentage, I want three things beside it:
• The actual numbers.
• The time period being compared.
• What counts as the action we are measuring.
That last one is easy to overlook. Does “engagement” mean a quick reaction, a thoughtful reply, or someone coming back to read the next post? They are all useful signals, but they answer different questions.
As I build this page, I want to pay attention to conversations that help someone do something with their data. A small audience asking good questions would be a useful place to start. I can learn from that without turning every post into a scoreboard.
A percentage can start a conversation. It shouldn't finish the analysis.
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