Calculating the ROI of Social Commerce

Calculating the ROI of Social Commerce

8 August, 2023

Social Media Marketing

Last updated on 30 October, 2023

Written by Content Team

ROI of Social Commerce: How to Calculate and Improve It

Learn how to calculate the ROI of social commerce strategy and improve your results. This blog post covers the key metrics you need to track, as well as how to use them to measure the success of your social media marketing.


Social commerce is a powerful way to reach new customers and boost sales. But how do you know if your social media efforts are actually paying off? In this case study, we'll show you how to calculate the ROI of social commerce so you can see exactly how much your campaigns are worth.

How does the ROI of Social Commerce work?

Let's start by discussing what the ROI of Social Commerce is. It's the worth of your social media activity divided by the investment you've made, just like with anything else that mentions a Return on Investment.

The equation used to determine social media ROI is as follows:

Social media = (return - investment made) / investment completed X 100. ROI

Your social media marketing strategies are profitable if your ROI of Social Commerce value is greater than 0. Anything less than that results in financial loss.

How is social media ROI determined?

Your organization's goals and the measurements you choose will determine how you calculate ROI.You have a variety of social media objectives to pick from. Really, it relies on your main goal, which may be:

1. Added followers

2. Click-through rates

3. Conversions

4. ready-to-go lead generation forms

5. downloaded documents

Some other commonly used metrics are:

1. Engagement: Engagement on social media, one of the most popular and useful metrics, reveals the degree to which users are connecting with your content and brand.Brand mentions, shares, likes, and clicks are examples of engagement metrics.

2. Reach: Reach is a number that measures how many people view and engage with you on social media. It considers audience size, shares, and the number of times your social media post is viewed. Although it can be more difficult to gauge than interaction because it merely counts the number of people who saw your post, tracking is still crucial.

3. Leads: Social media marketing analytics helps generate leads, so it's critical to understand which platforms offer leads and what content attracts those leads. Knowing that each lead counts is helpful to demonstrate performance because you need to be able to connect your advertising efforts to activities for ROI.

4. Conversions: Knowing at what level your social media material and posts convert is vital when you put a lot of effort into them. Using UTM parameters on links in order to track clicks by programme and platform is the simplest way to accomplish this.

How to enhance your ROI of Social Commerce

Whatever your ROI of Social Commerces on average is, there's always opportunity for improvement!

1. Recognise your audience: Recognising your audience is essential to achieving ROI and succeeding on social media. To create engaging content, be sure to understand who is connecting with you and on what platforms.

2. Creativity: Be creative while creating your content because there is a lot of competition on social media networks. Spend time creating material that is relevant, intriguing, and entertaining because quality content matters more than quantity.

3. Test and optimize: Use new images, keywords, and headlines to tweak and optimize your organic social media posts. Try out different ad formats and audiences on paid media to see how they perform.

Is there any Real Return on Investment from Social Media Marketing?

Social media costs are significantly lower than the cost of conventional sales campaigns, and social media managers frequently use social posts in their business goals to reduce the amount of money taken from a sales budget, despite the fact that social media still doesn't receive quite as much attention and recognition as it should.

The majority of individuals use some form of social media and interact with brands, influencers, or even family members who talk about goods and businesses they enjoy and use. Due to its capacity to reach a sizable audience at a fraction of the expense of television commercials, social media ROI can be enormous. Social media, which is already widely used and regarded as more authentic and reliable, is the reason for this.


In conclusion, the metrics chosen to measure social media ROI should align with your company's goals. Measuring the ROI of your campaigns can demonstrate their value and help allocate resources appropriately. While financial value may determine the ROI of sponsored advertising, organic social media requires considering non-financial metrics as well. It is important to choose the right tools and methodology to calculate social media ROI accurately. Tracking changes in paid ROI relative to the market is crucial for developing and maintaining a powerful social media marketing strategy and eCommerce success. Head on to Gonukkad for professional advice!

Q. How can social commerce impact a business's ROI?

A. Social commerce can positively affect ROI by increasing sales, improving customer retention, driving website traffic, enhancing brand visibility, and enabling targeted advertising campaigns, leading to higher conversion rates and revenue analysis.

Q. What metrics should businesses consider when calculating social commerce ROI?

A. Key metrics for calculating social commerce ROI include sales revenue generated, website traffic driven, conversion rates, average order value, customer acquisition and retention rates, social media engagement, and customer feedback and satisfaction levels.

Q. What challenges can arise when measuring social commerce ROI?

A. Challenges in measuring social commerce ROI can include attributing sales and conversions accurately to social media channels, analyzing the impact of various social media campaigns or strategies, tracking customer journeys across multiple touchpoints, and determining the appropriate social commerce investments to measure returns against.

Q. How can businesses optimize social commerce ROI?

A. To optimize social commerce ROI, businesses should focus on understanding their target audience, creating engaging and authentic content, leveraging influencers or brand advocates, using analytics to track and evaluate performance, conducting A/B testing, providing excellent customer service, and adapting strategies based on data-driven insights for continuous improvement.

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