Benchmark your average
Facebook page engagement rate against its category performance

Our free tool allows you to access the average Facebook engagement rates for any publicly available Facebook page and to compare this directly to the performance of its category.

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BirdSong Analytics

Facebook Engagement Rates can help benchmark Fan Page performance over time or against similar pages.

When an individual, company or organization signs up for a new Facebook page, they are asked to select a category from a predefined list of over 100.

BirdSong Analytics has collected and analysed the data from over 9.5 million Facebook fan pages and the categories they have self selected. We have then calculated the overall engagement rate for these fan page categories, as defined by Facebook.

You can use these category engagement rates to check how engaging any publicly available Facebook fan page is versus the average for its peers.

How to use the Facebook Tool
Click on the button above and sign in to the tool using your Facebook credentials

The tool will return the average Facebook engagement rate for all the pages you administer and also show the average engagement rate for each category they are listed within.

You will also have the option to search for other publicly available pages.

Our data has been used by the following publications

The Guardian Retail Week Grazia Inc Moz Marketing Land

What is an average engagement rate?

Average Facebook engagement rates are a simple measure of how engaging a page is to its fans. An engagement is a reaction to content on the page, including likes, comments, shares or clicks. Check ins are also a form of engagement.

Average Facebook engagement rates are calculated as a percentage using the formula:

Do remember that Facebook engagement rates are a percentage so a page with millions of fans may naturally have a lower engagement rate than a smaller fan page.

What are the Facebook categories?

There are over 100 Facebook categories to choose from when setting up a new Facebook page. These include blogger, writer, media, community, political party, small business and many more.

Why is average engagement rate important?

Identifying how many fans that a page has is a useful metric but it does not tell us how actively engaged they are.  An average Facebook engagement rate tells us how many fans have actually liked, shared, commented and clicked on the page, since it launched. Comparing this to the average for the category shows whether a page is performing better or worse than similar pages.

Of course, individual posts on any page will have varying levels of engagement rate. Measuring what type of content attracts the most likes, shares and comments is vital to improving your Facebook strategy.

Our average engagement rate tracker tool is free but with our paid reports you get much more data and insights

BirdSong Analytics is the world’s leading pay as you go social media analytics tool, used by agencies, publishers, researchers, journalists, legal firms, data analysts, SMEs, charities, large corporations and individuals across the world

You can use our paid for Facebook Analytics reports to access further insights, for any public fan page:

  • Over 30 key metrics, presented in easy to read tables and charts
  • A data export of all the pages posts for you to download for your own offline analysis
  • Audience size as well as engagement rate performance vs the category benchmark, from our database of over 9 million fan pages

Facebook analytics and insights for any public fan page

Run a report for any Facebook page to discover how & when it uses this important social channel, performance of the page, popular content and much more.

Facebook analytics and insights for any public fan page

Analyse the page's posts

Our reports include an export of all the pages posts for you to review and gain your own insights from, including likes, share and comments per post

Pay as you go Facebook analytics

Pay as you go

Just buy the reports you need, when you need them. With BirdSong Facebook Analytics there are no monthly fees, no ongoing commitment and no restrictions on how many accounts you can investigate. You don't need to log in with your Facebook details or be a manager of the page to access these reports

Data exports

Download all the page's Facebook posts for your own analysis.

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Facebook Page Insights

Receive key data about the Facebook page including:

  • Number of fans
  • Number of people talking about the page
  • Overall engagement rate
  • Gender and names of fans (where identified)



Facebook Post Insights (with filter by date range)

Access graphs and analyses of all the page's posts (from the very first post, with filter by date range) including:

  • Number of posts
  • Average engagement rates per post
  • Number and percentage of posts by type (video, image, status, links)
  • Average number of posts by type (video, image, status, links)
  • Average shares, likes and comments per post
  • Common words used by the account in its posts

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Benchmark account VS Facebook category

We will check the page against thousands of others within the same Facebook category so you will be able to

  • Compare number of fans VS category average
  • Compare engagement rate VS category average

For a full list of Facebook categories please visit


Best time to post to optimise engagement

Find out when is:

  • The best day for this page to post to get likes, shares or comments
  • The best time for this page to post to get likes, shares or comments

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Facebook page post performance

In your report, you will be able to rank all the page's posts by:

  • Likes
  • Shares
  • Comments


What Facebook Analytics do you get with each report?

BirdSong Analytics reports and data can be used to help you optimise your Facebook social strategy in several ways.

Here are some examples of how our customers are already using this information.

  • Analyse any fan page in detail
  • Identify the key elements that impact Facebook engagement rate for their page and for those of their competitors
  • To identify their best performing posts for likes, comments and shares
  • To identify what their competitors are posting about and when they are active
  • To find out the best time to post for engagement based on historic performance
  • To find out more about competitor’s follower demographic and what % of their fans are actually engaging with the page.
  • To filter posts by date range for comparative Facebook insights
  • To benchmark their own and competitors engagement rates against the category averages

What does BirdSong Analytics offer the social media practitioner over and above Facebook’s own insights?

You will be to access some useful data about your Facebook page, through Facebook’s own insights tool.

For example, you will be able to look at

  • Likes
  • Reach
  • Page views
  • Actions on page
  • Posts
  • Events
  • Videos
  • Fans by gender, country, city and language
  • When your fans are on line
  • Post types

However, Facebook does not give you this information for accounts that you don’t manage or have not been given access to. This is where BirdSong Analytics can help. With our tool you can buy reports to look at the Facebook insights for other pages and see how they are using the channel. This allows you to research the Facebook statistics for clients, competitors and other public accounts that you are interested in.  With our Facebook reports, you will also be able to

  • export all the posts and post data for these accounts and
  • benchmark their fan numbers and engagement rates against other pages in the same category to see if they are under or out performing their peers.