Categorized as Social Media

Key Metrics And Tools For Analyzing Social Media ROI

by Andre Oentoro Published 

In the ever-changing environment of social media, calculating a return on investment (ROI) for a company’s social media efforts is a challenging task. 

The key to analyzing social media return on investment is familiarity with the metrics that matter most for success and mastery of the appropriate analytical tools. 

Along the way, we’ll learn about the indicators of success and the game-changing resources that clear the way to tangible gains. Join us as we break down the ROI of social media and map out an approach to actionable insights and data.

What Are Social Media Metrics?

For a business to grow successfully, matrices are a critical element. The social media metrics or insights give you information on how your social media posts or advertisements are doing right now. 

The Best Way to deal with your company’s social media is to hire a social media management company to effectively manage your all Social Media Activities.

Only after defining your goals will matrices yield accurate results. 

In order to achieve better results, every company should first determine its goals.

You can examine important metrics like reach, impression, and engagement, for instance, if your objective is to raise brand awareness. 

CTR and conversion rate, however, are your key performance indicators if you want to increase website traffic. Following that, you can use productive techniques to expand your company. 

List Of Social Media Metrics To Track In 2023

Here’s a list of top social media metrics that you should track for checking your posts, and these tools can easily automate social media or ads performance:


Reach is the total number of unique individuals who have been exposed to your social media content


The term “engagement” describes how actively your target demographic engages with your social media posts.


The number of times your content has been displayed to users on social media platforms

Conversion Rate

The proportion of users who carry out an objectively desirable action as a direct result of their engagement with the content you share on social media.

Click-through rate (CTR)

The number of users who interact with your social media content by clicking on a link or a call-to-action, expressed as a percentage.

Return on Ad spend (ROAS)

Social media advertising revenue as a percentage of total social media advertising expenditures.

Cost per thousand impressions (CPM)

The amount of money that will be charged for every one thousand times that your advertisements appear on social media.

Cost per click (CPC)

The typical cost that you will incur for each individual click on your social media advertisement

How Can You Measure Your Social Media ROI?

ROI, or Return on Investment, is a financial metric used to evaluate the profitability and efficiency of an investment by comparing the gains or benefits generated relative to the cost or investment amount.

The process of determining social media ROI entails evaluating the return on investment that is derived from the various efforts made on social media platforms

Although the exact formula may differ based on your goals and the metrics employed, a widely used equation for determining social media return on investment (ROI) is as follows:

Social Media ROI = (Revenue Generated from Social Media – Cost of Social Media Investment) / Cost of Social Media Investment

For a thorough understanding of the return on your social media investment, it’s critical to track revenue accurately and take into account qualitative factors in addition to this formula.

What Are The Best Tools For Analyzing Social Media ROI?

Social media ROI tools help businesses measure the performance of their social media marketing efforts in one place. These tools help businesses compare the previous month’s record with the current record so that they can apply strategies in the same way. This helps in driving more sales and generating more revenue.  

7 Best Tools For Analyzing Social Media ROI

Here are some popular tools available online that help you keep track of your performance:

1. Google Analytics

Google Analytics is an all-around useful tool that can do much more than just monitor website traffic. It’s a great tool for analyzing social media referrals, sales, and user habits. 

You can find out which social media channels bring in the most visitors, track your progress towards your conversion goals, and fine-tune your users’ experience on your site. Google Analytics is a tool for collecting and analyzing web data to help improve a company’s marketing campaigns.

2. Facebook insights

Facebook Insights is a data analysis tool designed specifically for Facebook. It offers in-depth information regarding the success of your page, your audience composition, and the interaction rates of your posts.

Improve your content strategy, learn more about your audience, and make more interesting Facebook posts with the help of Facebook Insights. It’s a helpful resource for boosting your profile’s visibility on Facebook.

3. Instagram Insights

You can analyze your Instagram activity with the help of Instagram Insights. In-depth information on audience size, content distribution, and user interaction is made available. 

With this information, you can evaluate the success of your Instagram marketing and make informed decisions about your content. It’s a great way to learn more about your Instagram followers and interact with them.

4. Twitter Analytics

You can learn a lot about your tweet’s reach, demographics, and engagement levels with the help of Twitter’s built-in analytics tool. Better understand your audience and produce more successful content for Twitter with the help of this data. You can increase your influence on Twitter with the help of this helpful tool.

5. Sprout social

Sprout Social is an effective social media analytics and management tool. Multiple social media channels are monitored for user interaction, mentions of the brand, and demographic information. 

Improve your social media tactics, connect with your target demographic, and base your decisions on hard data with Sprout Social. An effective social media management and analysis tool.

6. Hootsuite

Hootsuite is widely recognised as the best social media management platform available today. It gauges the success of a campaign by measuring social media metrics like reach and engagement. 

Hootsuite allows you to analyze your social media activity, respond to your followers, and refine your approach based on hard data. An effective social media management and analysis tool.

7. UTM parameters

While not technically a tool, UTM parameters are essential for social media campaign tracking in Google Analytics. UTM tags allow you to track the traffic and conversions from individual campaigns and sources. 

You can see how well your social media marketing is doing and adjust your strategy accordingly. For precise tracking and analysis in Google Analytics, UTM parameters are required.


Social media analytics is essential for digital success. Businesses can gain actionable insights and make data-driven decisions by using Google Analytics, Facebook Insights, Instagram Insights, Twitter Analytics, Sprout Social, Hootsuite, and UTM parameters. 

Social media analytics measures performance, monitors conversations, and tracks campaign effectiveness, maximizing ROI. So dive into data, harness analytics, and elevate your social media strategies.


About the Author

Natasha Rei is the Digital Marketing Manager of Explainerd, an explainer video production agency. She ensures strategic goals are met by directing online and social media campaigns.

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