Compare like formats before ranking creative quality
Compare formats according to their purpose and equivalent measurement definitions. A video view and an external link click are not interchangeable measures of success.
Video, documents, text and external-link posts can offer different interactions and receive different distribution. A raw engagement count is not automatically a fair comparison of their usefulness. Define the purpose and comparable denominator.
A worked example
A hypothetical document post receives many internal clicks while a link post sends fewer but relevant website visitors. Calling the first universally better would confuse format behavior with the second post’s referral objective.
How to apply it
- Group observations by format, objective and distribution conditions.
- Use the exact interaction definitions available for each format.
- Review substantive responses and supported next steps alongside rates.
What the result can establish
Do not average incompatible engagement rates into a precise cross-format quality score without a defensible method. Select formats based on the information they convey and the task they support.
Reference: LinkedIn: post analytics definitions.
Supporting documentation
LinkedIn: post analytics definitionsLinkedIn: marketing measurement resources