Proving ROI in Social Media Marketing
Proving ROI in Social Media Marketing

KPIs or Key Performance Indicators are what marketing teams use to track the effectiveness of social media campaigns. According to experts in the social media marketing Dubai industry, finding KPI values that prove ROI of the business is one of the biggest challenges for online marketers. 

Tracking the right social media metrics is possibly the most ideal way to make sure your organization is getting the best results from marketing campaigns. When it comes to social media, efficient tracking is not about counting “likes” and “followers”. 

Finding the right metrics 

Most reputed marketing companies in the Internet Marketing Dubai sector would be asking your organization a couple of questions first, which may include the following:

  • Are you sure you are engaging with the right audience?
  • Are you sure your content reaches the right audience?
  • How many of your followers show interest in your services?
  • How many of your followers were converted to customers?

These 4 questions are actually key to figuring out the right social media metrics that can prove ROI. 

The metrics you should track

Engagement – Social media engagement basically measures the number of likes, comments, shares/retweets etc. that your social media posts receive. Tracking engagement gives you an idea of your organization’s social media growth or brand growth itself. 

Many insights can be derived by tracking engagement as well. For instance, if an organization’s Facebook page has great reach but low engagement, this means the content posted by the organization isn’t resonating well with the audience. 

Tracking clicks is a way to identify the type of content the audience likes. More clicks mean the content was interesting to a good number of people. Tracking likes is a way to check if the brand is growing. If the likes increase, it means the brand’s reaching more people. Similarly, ‘shares’ indicate that the content was valued by the audience, while brand mentions indicate that the brand is driving awareness which would subsequently result in increased conversions. 

Reach – All social media marketers should realize the significance of reach – as in how far the content goes when it comes to viewership. Reach indicates how far the content got shared and how many from the audience viewed it. Reach also gives the marketer an estimate of the audience size. 

Leads – Another major challenge for social media marketers is when they are trying to figure out how their content generates sales. Even if the content gets a lot of likes and shares, at the end of the day what counts is how many new sales it created. 

The marketers need to know how many of their followers end up purchasing a product or service from the organization. Social media marketing doesn’t always directly impact sales, but it is the best medium to establish a relationship with potential buyers. Social media can drive sales and close deals provided the brand establishes a good relationship with prospects. 

Conversions – Customer conversions are what every business expects after investing in integrated digital marketing solutions. The measure of acquired customers show the effectiveness of a marketing strategy. For social media marketing, the goal should be to tailor content that gets customers to take action (convert).

By using UTM parameters, it’d be easier for the marketer to track the leads that convert from social media. This also makes it easier to identify the type of content with the best lead conversion rates. 


One thing that all these metrics make clear is the importance of content.  The company should focus on tailoring content that attracts people and keeps them engaged. It will then be easier for you to figure out which demographic among the engaged audience are more likely to convert. Ultimately, the metrics are not just factors that validate the effectiveness of your marketing strategy. They should be seen as aspects that can help improve your marketing strategy.