How to Truly Track the Effectiveness of Your Social Media Strategy

So, you’re working heavily on social media. You have tons of likes, follows, and shares. But you’re just unsure of what it all means. You don’t really know how much revenue is exactly being generated. This is a very common problem, and it’s something that should be quickly addressed. All of the time and effort that you’re spending on social media strategy could be for nothing if you do not really know how well it is performing.

The Most Important Step

The very first thing you should do is place traceable links on every single social media post. This means that every single link to your website is tracked.

Yes, “likes” and shares are important, but they necessarily don’t equate to sales. This is the first thing that you should understand.

Once traceable links are set in place, tracking ROI will become much easier. Below, I’ll list some must-know metrics for your social media strategy.

The Amount Clicks to Your Website

This metric will show how many people are visiting your website from your social media page. This is a very simple metric to track and understand.

The “Original Click” Metric

Perhaps there is a more sophisticated name for this metric, but for now, we’ll call it the “original click”. When a sale is made, this metric will trace back to the exact point where that customer was brought to your website. If that customer is traced back to a social media link, that sale is credited to your social profile. Even if the customer bought something for your site 6 months in the future, if he initially accessed your site via social media, that sale will be credited to social media.

The “Original Optin” Metric

This is the same concept as the “original click” metric, except it looks at what link or click the initial opt-in came from. So, let’s say a sale gets made from an email, but you want to check exactly where that customer first opted in. This metric will determine if the sale originally came from a social media post. If so, social media will be credited for the sale.

The Last Interaction

If the last click to your site was from a social post, social media will be credited.

How to Measure the Costs of Social Media

So, now that you know how to trace how social media is impacting your revenue, it’s time to track costs. This is something that is much easier than tracking social media revenue but is still largely ignored by marketers.

So, here’s the question that you absolutely need to answer: How much are you really spending on social media?

At the end of the day, here’s the hard, cold number that you need to know: Cost per engagement.

What’s a cost? Think of it like this:

Are you paying someone to run your social media pages? Are you doing it yourself? If you’re doing it yourself, you need to attach a price for every hour you work. So, if you work 10 hours a month, and you price yourself at $100 per hour, you are essentially spending $1000 per month on labor. Do you pay for any software or tools? All of this needs to be accounted for.

What’s an engagement? Here’s a simple list to make it easy for you:

  • Likes
  • Shares
  • Retweets
  • Comments

Different social platforms will have different types of engagements. But it’s basically any type of interaction someone has with your social profile.

Let’s say that you have 1500 engagements per month. And let’s say that you spend a total of $1800 per month on social media.

You will divide your total cost ($1800) by the number of engagements (1500).

$1800/1500 = $1.20

For each engagement, you would be spending $1.20 on each social media engagement.

This model works great for engagements, and it works just as well for sales tracking.

Earlier in this post, I said that engagements don’t necessarily equate to sales. Your revenue, at the end of the day, is your most important metric.

Just like we did for engagements, we will do the same for sales. So, using the tracking methods in the previous sections, you will want to add up the number of social media generated sales for a given month.

Let’s say that you have a total of 50 social media generated sales for that month. You still spend a total of $1800.

$1800/50 = $36

You would be spending $36 per sale.

While that $1.20 per engagement sounded good, the $36 per sale metric can be much more of a concrete metric that can help you understand whether or not your social strategy is worth it.


You can never know if your social media strategy is effective without knowing how many sales it brings in and how much money you’re spending on each sale. This will tell you if you need to make adjustments on your strategy, or if you need to continue on the same course. Follow the tips in this post to get a clear idea of the effectiveness of your social media.

Are you ready to discuss your next web project with the leader in website development and digital marketing? If so, contact Zen Agency today! We are a group of WordPress and WooCommerce experts.


Want more digital strategy advice and insights?

Sign up for our newsletter.
Something went wrong. Please check your entries and try again.

Joseph Riviello

Joseph L. Riviello is the CEO and Founder of Zen Agency. Joe's agency builds websites and web applications that attract, engage, and convert. Joe has over 30 years of experience in entrepreneurship and he is an expert digital marketing strategist who specializes in conversion-centric e-commerce experiences and cutting-edge solutions that maximize growth and profit. Check out Joe featured on:,,,

Leave a Comment

You must be logged in to post a comment.

More Posts By Joseph Riviello

E-Commerce Experts Thoughts on New Instagram Checkout Feature

By Joseph Riviello

Facebook is at it again, innovating the social media landscape … this time with its uber-popular platform, Instagram. In a March 19th press release, the company unveiled the new Instagram Checkout feature, an e-commerce extension of the app. Since it’s currently in beta with only 25 companies, not much is known about it, and businesses…

Why You Need a WooCommerce Store

By Joseph Riviello

According to a study published by the U.S. Census Bureau’s Department of Commerce, total e-commerce sales in the United States were estimated at $513.6 billion in 2018, a 14.2% increase from 2017. This data has been on an upward trend since 2009. Future projections globally cement e-commerce as the primary shopping method. Now, more than…

4 Tactics Marketing Automation Companies Use to Improve ROI

By Joseph Riviello

The most exciting part of doing business in this day in age is how much technology is available. This elevates the potential of what you can do with your marketing since it opens up a world of opportunities. While technology won’t be the magic button that will fix all of your problems, it helps accelerate…

The 3 Tenets of Lead Generation: How You Can Produce Sales On-Demand

By Joseph Riviello

Sales are the lifeblood of any business. Without a steady stream of sales, you don’t have revenue. And without revenue, you don’t have a thriving business. In today’s post, we’re going to look at the three tenets of lead generation, and how you can use them to exponentially grow your business. Tenet 1: You Must…

Zen Agency is Now a Sharpspring Silver Partner!

By Joseph Riviello

Zen Agency has earned the Sharpspring Silver Partner Certification from Sharpspring, a leading marketing automation platform. Why Does Marketing Automation Matter? The marketing automation tools provided by Zen Agency as a Sharpspring Silver Partner allows you to deliver the right message to the right leads. Track your content, who is seeing it, and craft an…

How to Create a Successful Law Firm Marketing Funnel

By Joseph Riviello

If you were to go back 20 years, you would see that law firm marketing was starkly different than it is today. You would see more billboards, late-night infomercials, neighborhood flyers, and newspaper ads. These days, we have websites, SEO, pay-per-click ads, and social media marketing. The options available to lawyers today give them countless…

What Is Content Marketing? How You Can Get Started Today

By Joseph Riviello

Almost every successful website has one thing in common: Great content. You can have an extremely beautiful website with all the bells and whistles, but if you don’t have content, your web presence is woefully incomplete. You must learn how to start content marketing the proper way. There are no shortcuts: You need good content.…

5 Steps for Creating a Successful Marketing Strategy

By Joseph Riviello

Many businesses jump straight into marketing without a plan. This is a big mistake. Going into battle without a strategy will leave you with a poorly spent marketing budget and lackluster results. Often enough, the difference between companies who dominate the marketplace and companies who fail to get off the ground is simple: A clear,…

The 5 Step Cheat-Sheet for Using Youtube for Your Local Business

By Joseph Riviello

If I were to ask you, “what’s the #1 search engine?”, you would automatically say, “Google”, and you’d be right. But what if I were to ask you to state the #2 search engine? Some would say Bing or Yahoo, but the truth is that Youtube is the second largest search engine in the world.…

Why Call Tracking Is Critical for Local Businesses

By Joseph Riviello

Let’s say you’re a business that’s running different online and marketing channels like SEO, PPC, email marketing and direct mail. You notice a remarkable uptick in sales, but you’re not precisely sure where they are coming from, as you’re using a variety of different marketing methods. If many of your leads contact you via the…