GMAT Focus EditionData InsightsMedium
A marketing manager is comparing the engagement of two social media campaigns, Campaign X and Campaign Y. The following chart displays the total reach (number of unique users who saw the content) and the engagement rate (percentage of reached users who interacted with the content) for each campaign. [Imagine a bar chart or table showing data for Campaign X and Campaign Y.] **Campaign X:** Total Reach: 500,000 users Engagement Rate: 3.5% **Campaign Y:** Total Reach: 700,000 users Engagement Rate: 2.0% To maximize the total number of engaged users (users who interacted with the content), which campaign should the marketing manager conclude was more successful?
- ACampaign Y
- BCampaign X
- CBoth campaigns had an equal number of engaged users.
- DMore information is needed to determine the number of engaged users.
Show answer & explanationAnswer & explanation
Correct answer: B. Campaign X
To find the total number of engaged users, multiply the Total Reach by the Engagement Rate (as a decimal) for each campaign. Campaign X: 500,000 * 0.035 = 17,500 engaged users. Campaign Y: 700,000 * 0.020 = 14,000 engaged users. Campaign X had a higher number of engaged users (17,500) than Campaign Y (14,000), making it more successful by this metric.
Why the other options are wrong
- A. Campaign Y generated 14,000 engaged users, which is lower than Campaign X.
- C. The number of engaged users is not equal for both campaigns.
- D. All necessary information is provided to calculate the number of engaged users.
Engagement Calculation
The process of determining the absolute number of interactions (engagements) with content by multiplying the total audience reached by the engagement rate (percentage of audience that interacted).
- Engagement Rate = (Engaged Users / Total Reach) * 100%.
- Engaged Users = Total Reach * (Engagement Rate / 100).
- A higher engagement rate does not always mean a higher total number of engaged users if reach is low.
Memory trick: Reach multiplied by rate, determines engagement's fate.