Social ROI isn’t just about assigning dollars to social media, it’s about answering the next order questions. How marketers connect social engagement to site traffic, conversion, customer lifetime value, and loyalty?
Measuring activity metrics like reach, engagement, and share of voice is widely accepted in social marketing today. It’s a solid starting point to quantify and optimize performance.

Take a glance at how social marketers measure the ROI of their social media advertising:

• Engagement is ranked as the first way of measuring social media advertising ROI with a rate of 42%.
• Leads are ranked as the second method used to measure the ROI of social media Ads with a rate of 17%.
• Sales come at next as a way to measure the ROI with a rate of 15%.

A Graph Shows How Marketers Measure The ROI of Social Media Advertising, 2018.