Measuring your social media marketing efforts’ return on investment (ROI) can be challenging. Still, it is essential to understand the effectiveness of your strategies and make decisions about the data.

Methods to use

  1. Set clear goals: Before measuring the ROI of your social media marketing efforts, you need to set clear goals. These goals should align with your overall business objectives, including increasing brand awareness, driving website traffic, or generating leads.
  2. Track website traffic: One of the most important metrics to track when measuring the ROI of your social media marketing efforts is website traffic. This can be done using tools like Google Analytics, which allows you to see how many people visit your website from social media and which platforms drive the most traffic.
  3. Measure engagement: Engagement metrics such as likes, comments, and shares can provide insight into how your audience interacts with your content. These metrics can also help you identify which types of content resonate with your audience and which are not. However, it is essential not to get bogged down on this metric, you are still visible.
  4. Track conversions: Another critical metric to track is conversions, which can include things like sign-ups, purchases, or contact form submissions. By tracking conversions, you can see how many people are taking a desired action due to your social media marketing efforts.
  5. Utilise social media analytics: Most social media platforms have built-in analytics tools that track metrics such as reach, engagement, and click-through rates. Utilising these tools, you can better understand how your content is performing on each platform.
  6. Calculate ROI: Once you have tracked the relevant metrics, you can calculate the ROI of your social media marketing efforts. To do this, you’ll need to determine the cost of your efforts, including advertising, spending and employee time, and then divide that by the revenue generated.
  7. A/B testing: One of the best ways to measure the ROI of your social media marketing efforts is to conduct A/B testing. This involves creating two campaign variations, such as different headlines or images, and then measuring which performs better. This can help you identify which elements of your campaigns are most effective and make data-driven decisions.
  8. Utilise customer feedback and surveys: Finally, it is important to gather customer feedback and conduct surveys to understand the impact of your social media marketing efforts on your customers. This can help you identify improvement areas and provide valuable insights into the customer journey.


Measuring the ROI of your social media marketing efforts is essential for understanding the effectiveness of your strategies and making data-driven decisions.

By setting clear goals, tracking website traffic, measuring engagement, tracking conversions, utilizing social media analytics, calculating ROI, conducting A/B testing, and gathering customer feedback, you can better understand the impact of your efforts and optimize your approach accordingly.

Remember that measuring ROI is ongoing and should be reviewed regularly to stay relevant in the ever-changing digital landscape.

Do you need help with your social media marketing efforts? Contact Kelly @ My Sassy Business.

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