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Measuring ROI in Social Media Campaigns –  Metrics That Matter


Beyond the captions, dynamic reels, consistent stories, and good-looking grids, the true ROI of social media campaigns is something most brands and businesses need to stay on top of. Focusing on the visual assets is a positive, but if your campaigning requires a measurable objective, it’s important to identify what that should look like. Impact and potential profitability on platforms like Facebook, X (formerly Twitter), LinkedIn, TikTok, Instagram, Snapchat, and more are vital for successful strategies in 2024.

Social media marketing ROI  is the yardstick for gauging how effective and potentially lucrative your use of social media tactics are. From visual and written content to targeted ad campaigns, it tallies up the impact and revenue generated against the investment of time and money utilized.

Why does measuring social media marketing ROI matter?

Budget allocation: When you understand which platforms and campaigns are driving the most cost-effective results for your campaigns, you can reallocate funds to maximize returns.

Evaluating performance: Metrics such as engagement and conversion rates provide invaluable feedback and link social media tactics with overarching goals, which can of course be elevating brand awareness or purely sales-based.

Accountability: This instills a culture of data-driven decision-making. Teams can be held responsible for their actions, set clear targets, and use said ROI metrics to showcase results to stakeholders.

Value demonstration: Not everything measurable is important, and not everything important is measurable, but by proving the worth of social media marketing you will validate continued investment in your digital strategy.

Strategies for Calculating Social Media Marketing ROI

Track Conversions and Revenue:

  • Utilise UTM parameters for tracking traffic sources. UTM parameters will allow l distinctive tracking URLs for each social media post. A Google Analytics tool can assist you in creating UTM parameters for your URLs.
  • Define conversion goals and integrate tracking tools. List specific website actions, such as form submissions, product purchases, or email sign-ups, that indicate a successful conversion. To track these actions, use analytics tools which can also enable you to establish personalized conversion targets.
  • Calculate ROI. After gathering information on sales and conversions, you can determine your ROI by deducting the costs of your social media marketing campaigns from the revenue generated. ROI is calculated using the formula: [(Revenue – Cost)/Cost] x 100.

Lifetime Value Evaluation (CLV):

Analyse historical data to determine the average CLV. Review all previous data you have available.

  • Attribute social media influence on CLV. Determine the % of CLV that can be directly attributed to your social media marketing efforts. To trace the customer’s journey correctly, you can leverage AI-powered analytics tools.
  • Include CLV in ROI calculation for long-term insights. Include the CLV in your formula for calculating ROI to get a better understanding of the long-term effects of your work here.

Social media measurement and engagement:

  • Monitor engagement metrics like likes, shares, and comments.
  • Conduct sentiment analysis and social listening.
  • Calculate engagement ROI by assigning monetary value to each type of engagement.

Analyse Cost-Per-Conversion and Cost-Per-Click (CPC):

  • Track cost-per-conversion and CPC data from social media ads.
  • Cross-platform ROI can be compared and adjust ad campaigns accordingly.

Using the models of attribution::

  • Employ attribution models like first-touch, last-touch, multi-touch, and data-driven attribution.
  • A user’s very first touchpoint with your brand – the SM platform would get conversion credit if this is the place where the user learns about your brand from an advertisement or post. The final communication before the conversion would make this the ‘last touch’ attribution. The social platform gets this credit when a user clicks through a social media ad and makes a purchase. With data, modern attribution methods use machine learning to assign credit based on the significance of each touchpoint in the overall user journey. The most precise ROI evaluations result from this approach.
  • Gain a comprehensive understanding of how social media impacts conversions.

While all of these strategies offer valuable insights, remember that social media success is also influenced by brand sincerity and audience connections, linking the data into traditional PR campaigning and earned media metrics is important for measuring share of voice, social proof, and brand uplift metrics alongside.

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