How does Facebook define 'engagement' related to ads?

Facebook defines 'engagement' in the context of ads as user interactions with advertisements, which includes actions such as likes, shares, comments, and clicks. This definition captures the essence of how effectively an ad resonates with its audience and encourages them to interact with the content.

Engagement is crucial for advertisers because it indicates not just that users are seeing the ads, but that they are also finding the content compelling enough to take action. This type of interaction can lead to increased brand awareness, customer loyalty, and ultimately conversions, as engaged users are generally more likely to move further down the sales funnel.

While spending on advertising, ad impressions, and follower counts are important metrics in their own right, they do not directly reflect the level of interaction or interest that users have with the ads, which is the core of what engagement signifies. Thus, focusing on user interactions provides a more meaningful measure of an ad's impact and effectiveness.