Marketing numbers, with their meaning attached.

Use the same reporting period and the same source for each calculation. These tools calculate ratios; they do not measure AI visibility, attribution, customer quality or profit.

Engagement per impression

Count the interaction events you have chosen, such as likes, comments and saves. Different event choices produce different rates. This is not engagement per follower or unique reach.

Interaction events ÷ impressions × 100

Click-through rate

Use clicks and impressions from the same channel and report. An email click rate with delivered emails as its denominator is a different measure.

Link clicks ÷ impressions × 100

Session conversion rate

Define the action first. Count a session once when it completes that action. A click on Send is not proof of a successfully received inquiry.

Converting sessions ÷ total sessions × 100

Return on ad spend

Use the same currency and state the attribution model and window. Revenue divided by ad spend does not include product costs, refunds or all operating costs; ROAS is not profit.

Attributed revenue ÷ ad spend

For interpretation, read how to separate visibility, actions and customer value and what AI visibility tools actually measure. For campaign work, explore email marketing or social media support.