The ROI Formula
Social Media ROI = (Revenue from Social - Cost of Social) / Cost of Social x 100
Simple formula, but getting accurate numbers requires proper tracking.
Setting Up Tracking
1. Install Meta Pixel on your website
2. Set up UTM parameters for every social link
3. Configure Google Analytics 4 conversion events
4. Use tajermasr analytics to track campaign-level ROAS
What to Measure
- **Direct ROI:** Sales and leads directly from social
- **Assisted ROI:** Social touchpoints in the customer journey
- **Brand ROI:** Awareness metrics that correlate with future revenue
Tools for ROI Tracking
- Google Analytics 4 (free, essential)
- tajermasr Campaign Analytics (campaign-level ROAS)
- Meta Business Suite (ad-specific tracking)
Common Mistakes
- Counting followers as ROI (they are not)
- Ignoring assisted conversions
- Not tracking dark social (DMs, shares)