Return Rate

Within the realm of social media, return rate denotes a metric's value that stems from studying the post-interaction behavior of users. To be more precise, it gives you a number (in percentage form) that tells you how many people decided to come back and revisit what you put out into the world of social media after they had already seen it once. It's social media's version of the 'second date' (or in some cultures, the 'third date') test. If your audience is hitting you up for more content after the initial 'nice to meet you!' moment—well, then you're doing something right and have a profile/page that's worth engaging with at least some of the time. The return rate is calculated by taking the number of unique returning users over a one-week period and dividing that figure by the total number of unique users for the same period.