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I work in Higher Ed and when I compare last year’s metrics to this year’s it shows that our Engagement per impressions is up, but our overall engagement is down. This is consistent across all our platforms. Why would this be? Thanks!

Engagement per impression is a ratio, so if your engagement rate is up, but engagements are down, then likely your impressions are also down year over year by a greater percentage than your drop in engagements.

So for example if your engagements are down 10% but your impressions are down 20%, then your engagement rate will be higher than the previous year. 

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