Earned Amplification Rate (EAR)
Earned Amplification Rate, or EAR, measures how often your audience redistributes your content through shares and reposts.
Divide shares and reposts by impressions. That is EAR: how often your audience does your media buying for you. It matters because shares are free distribution with someone else's reputation behind it.
Signal Type
Metric Role
Metric Type
The Formula
Worked example
Benchmarks and interpretation
Where the number actually comes from
When to use it
Common Mistakes
In the REACT framework
EAR sits in the Engage phase but powers the loop: every share turns an engaged person into a reach channel. It shows whether your work travels on its own, and which content deserves paid spend behind it.
Related metrics
Frequently Asked Questions
What is Earned Amplification Rate?
Earned Amplification Rate, or EAR, measures how often your audience redistributes your content through shares and reposts. It measures how often your audience becomes your distribution.
How do you calculate Earned Amplification Rate?
Use the formula: EAR = Total Content Shares & Reposts ÷ Total Impressions. Keep both inputs in the same reporting period and avoid mixing users, sessions, events, or customers unless the formula calls for it.
What data do you need for EAR?
You need served impressions and total shares, pulled from the relevant connected sources and computed for the same period.
What mistakes should you avoid with EAR?
Do not beg for shares and count the manufactured ones as signal, and do not compare EAR across platforms with different sharing mechanics as if the numbers were peers.
When should marketers use EAR?
Use EAR when deciding which content earns organic push. High amplification identifies work that travels on its own, which is exactly the content worth backing with paid spend.
What is a good EAR?
Shares are rare events, so EAR runs low everywhere: judge it against your own content history within each format. The outliers are the brief your audience is writing you.
Sources and methodology. EAR formula and definition derive from standard marketing analytics practice and platform reporting conventions. REACTIQ360 harmonises source data from Platform APIs, Content taxonomy, Harmonisation layer and applies a consistent same-period computation methodology.
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