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Yes, creating a social media presence is great but what about the return on investments? Has it worked bringing more revenue to the company?

Edited by InsightsDigital because: misspelling
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This thread includes a question from and early comments by and about whether a Facebook Page drives revenue. Measured ROI requires three things: a clear objective, reliable tracking that ties social actions to business events, and a method to translate those events into monetary value. The short, repeatable framework below turns social activity into an answerable business metric.

  1. Define one primary objective and matching KPI (purchases, qualified leads, store visits).
  2. Instrument precisely: install the Meta/ Facebook pixel, configure purchase/lead events, and add UTM parameters to all Facebook links.
  3. Tie web events to business records: import conversions into Ads Manager, push leads into CRM, and link CRM outcomes back to initial social touch.
  4. Value the events: compute average order value, lead-to-customer conversion rate, or customer lifetime value and apply those to tracked events.
  5. Calculate and validate: use ROI = (Attributed revenue - Total social cost) / Total social cost and run holdout or lift tests to confirm causation over coincidence.

Example: tracked Facebook-driven sales of $12,000 with total campaign and creative cost of $3,000 gives ROI = (12000 - 3000) / 3000 = 3 → 300%. If leads take months to convert, include cohort/LTV numbers rather than only first-order revenue.

Common pitfalls: relying only on last-click, missing cross-device users, forgetting offline conversions, and small sample sizes that inflate variance. For setup details, see the Meta pixel documentation and Google Analytics guidance on campaign tagging:
Meta Pixel documentation

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Member Avatar for jay 11

I've never really tracked any of my social media campaigns. I mostly use Social networks to help spread the word about offers or promotions we have going. And there's also the inherent branding benefits you get from networking in public places - but that's tough to put a value on. I would be interested in hearing/reading some case studies on companies who have ran social media campaigns and tracked results. I hear Dell has had success in marketing organically through Twitter and Facebook but I don't know if they saw any profits...

Hopefully someone here can share their experience?

Member Avatar for redesignunit

Not yet dear

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