Build the tracking
- TagAdd UTM tags to every shared link.
- RecordLog messages and calls that start on social.
- SaveStore the lead source in your CRM.
- AskAsk every new customer where they found you.
How attribution works
Google Analytics offers data-driven attribution and two last-click models. The older rule-based models, like first click, left Google Analytics in November 2023. Social often starts the journey, while a search or direct visit finishes it. Last-click reports can undercount social for that reason.
Work out ROI
| Item | Example for one quarter |
|---|---|
| Revenue from social customers | $18,000 |
| Cost of content, tools and ads | $6,000 |
| ROI | ($18,000 minus $6,000) divided by $6,000 = 200% |
Use profit instead of revenue if you know your margins. That gives a truer picture.
Fill the gaps
- Meta's pixel and Conversions API track actions after ad clicks.
- Self-reported source on forms catches what tags miss.
- Brand search growth often rises with social activity.
- Offline sales need a CRM note or a code.
Good example. A furniture store tags links, asks every buyer where they heard of it and finds a third of new customers mention Instagram.
Bad example. A store looks only at last-click reports and decides social brings nothing. It cuts posting, and walk-ins slowly drop.
Decide first which KPIs to track, then measure them. Our social media marketing reports leads and revenue by platform.