Measuring Social Media ROI
Return on investment proves whether social media earns its place in your budget. It connects activity to revenue or cost savings, not just likes.
Because social often assists rather than closes a sale, measuring it fairly means looking across the whole customer journey.
Track Value, Not Vanity
Tie spend and time to outcomes you can value in pounds, such as leads or sales attributed to social.
- Add up cost: ad spend plus staff time.
- Track conversions with UTM links.
- Compare value generated against cost.
Use UTM Parameters on Every Link
UTM parameters tag social links so Google Analytics can attribute traffic and conversions to specific posts and campaigns.
- Add UTM source, medium and campaign to every link.
- Use a consistent naming convention.
- Review attribution data monthly in Analytics.
- Compare assisted conversions alongside last-click data.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.