Social Media ROI Estimator
Measure the return on your social media investment. Enter your total spend, revenue attributed to social media, and lead/conversion numbers to get ROI, cost per lead, and cost per acquisition.
How it's calculated
ROI = (Revenue − Investment) ÷ InvestmentCost per Lead = Investment ÷ LeadsCost per Acquisition = Investment ÷ Conversions
Frequently Asked Questions
- How do I attribute revenue to social media?
- Use UTM parameters on all social media links and track conversions in Google Analytics or your CRM. Multi-touch attribution gives a more complete picture than last-click attribution alone.
- What is a good social media ROI?
- A positive ROI means you are generating more revenue than you spend. A 2–5× return is often considered acceptable for brand-building channels. Direct response campaigns should target 3× or higher.
- Should I include staff time in social media spend?
- Yes — for an accurate picture, include the cost of content creation, community management, and strategy work, not just paid advertising spend. This gives a true cost per acquisition.
- Does VAT affect social media ROI?
- Yes, if you are VAT-registered. Revenue attributed by ad platforms or your store is usually VAT-inclusive, but the 20% VAT belongs to HMRC, not to you — so it should not count towards the return that offsets your spend. Tick "Attributed revenue includes VAT" to net it out. £15,000 including 20% VAT is £12,500 ex-VAT, turning a headline 200% ROI into a true 150%.