Metrics & ads

Reach, engagement, ad budgets and which numbers matter.

How to Calculate Engagement Rate: 3 Formulas, BenchmarksHow to calculate engagement rate: interactions divided by followers, reach or views. Three formulas, a worked example and industry medians for Instagram.
Social Media KPIs: Which Metrics to Report and WhySocial media KPIs for small businesses: which metrics fit which goal, how UTM links make clicks measurable, and a one-page monthly report template.
Instagram Ads Cost: Benchmarks, Budgets, Worked ExampleHow much do Instagram ads cost? Median Meta ads cost $0.60 per click and $27.39 per lead in 2026 benchmarks. How to work out your budget from your goal.
Sponsored Post Disclosure Rules: US, UK and GermanySponsored post disclosure rules compared: what the FTC, the UK's ASA and German media regulators expect, why "#ad" fails in Germany, and what brands must check.