The ROI Analysis module provides you with a holistic summary of your KPIs on social. Here you can view ROI summary reports for individual platforms, or for all of your networks together. The ROI values shown are completely customizable and unique to you. This module is not included in Impact Starter.
Setting up your ROI Analysis dashboard
We’ll help you assign points to your social goals so you can visualize your return on investment. The custom ROI points system is designed for easier comparison across metrics and social networks. It gives you an accurate picture of which of your social efforts are driving your ROI.
To come up with your ROI values, start by examining what is important to you and what goals you are trying to achieve. How companies think about social ROI is dependent on industry and brand objectives. It should be brand-specific rather than channel-specific.
What is the purpose of your social media presence? Is it to:
- Drive customers to your site to buy products?
- Raise brand awareness?
- Build an online following?
Next, based on the answer to the above, decide what metrics you would value most (impressions, new fans, clicks, site visits, social engagement, or Google Goals and ECommerce).
Finally, we’ll assign value to those social goals. If you know the monetary value of each of those actions and conversions, we can set up the ROI Analysis in dollars.
If at any time you want to re-evaluate your points system and adjust for new goals, please contact your customer success manager.
Viewing your ROI dashboard
Customize the date range for all the data displayed in the ROI dashboard with the calendar in the top-left corner.
To update the date range
- Click the date in the top-left corner, and select a new date range from the calendars.
- Click Update.
The first section on this page shows your ROI performance broken down per platform, clearly displaying which platforms are driving your ROI. Organic and paid channels are combined.
Click on each social network to see the events that have contributed to your ROI within the selected timeframe. The breakdowns per profile include the number of significant events (including Google Analytics goal completions and ecommerce revenue), the effective ROI attributed to each action, and the total ROI collected from those events during the selected timeframe.
Below the per-platform breakdown is a graph of your ROI over time. Hover over the graph’s plot points to view the social profiles that contributed ROI on that date.
Click Show Connection Filters to change the accounts displayed in the graph.
The second graph displays the expenses on your ad accounts during the selected timeframe.
And finally, at the bottom of the ROI Analysis module is your Total Return summary report, which displays each of the social metrics important to you for each platform, and the ROI they contributed during the selected timeframe.
Click each platform filter at the top of the report to change the accounts displayed in the report.
Click Export and then Download as CSV to export the Total Return report in CSV format.