# Metrics & ads – Social Media Konzepte

> Reach, engagement, ad budgets and which numbers matter.

- [How to Calculate Engagement Rate: 3 Formulas, Benchmarks](https://social-media-konzepte.de/en/metrics-and-ads/how-to-calculate-engagement-rate/): To calculate engagement rate, add up a post's interactions (likes, comments, shares and saves), divide by a base number and multiply by 100. The base is either followers, reach or views. Use followers when comparing with industry benchmarks; use reach for your own analysis, because it reflects how people who actually saw the post responded.
- [Social Media KPIs: Which Metrics to Report and Why](https://social-media-konzepte.de/en/metrics-and-ads/social-media-kpis-reporting/): The right social media KPIs depend on your goal. For awareness, track reach and views from non-followers; for engagement, engagement rate; for leads, link clicks, DMs and leads attributed to social. A monthly report needs four to six metrics, each shown against last month and a target, plus one decision for next month.
- [Instagram Ads Cost: Benchmarks, Budgets, Worked Example](https://social-media-konzepte.de/en/metrics-and-ads/instagram-ads-cost/): Instagram ads have no fixed price; costs come out of an auction and depend on audience, objective and ad quality. As a reference, LocaliQ's 2026 benchmarks put Meta traffic campaigns at a median $0.60 per click and lead campaigns at $27.39 per lead. A meaningful test for a small business usually needs a few hundred dollars a month.
- [Sponsored Post Disclosure Rules: US, UK and Germany](https://social-media-konzepte.de/en/metrics-and-ads/sponsored-post-disclosure-rules/): Sponsored posts must be recognisable as advertising before people engage with them. In the US the FTC wants clear, hard-to-miss wording such as "ad" or "sponsored" in the post itself. The UK expects a label like "#ad" up front. Germany is stricter: regulators want "Werbung" or "Anzeige", and say abbreviations like "ad" are not enough.

About this site: https://social-media-konzepte.de/en/about/