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Overall ROI

Social Media ROI Calculator

Measure the true return on your social media program by combining ad spend with staff time, then tracking leads through to customers and lifetime value.

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Social Media ROI Calculator
Measure overall return on investment from your social media efforts
Social Media ROI
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Total Monthly Investment—
New Customers (monthly)—
Monthly Revenue—
LTV Revenue—
Net Monthly Profit—
Cost per Lead—
Cost per Customer—

Disclaimer. ROI figures depend entirely on the lead-to-customer rate, average customer value and staff time you enter; treat results as a planning estimate and validate against your actual CRM and attribution data. Read full disclaimer →

How Social Media ROI Is Calculated

Most social media ROI calculations only count ad spend, but this tool also captures the real cost of running your program by including staff time: Total Investment = Ad Spend + (Staff Hours × Hourly Rate). From your monthly leads, New Customers = Leads × Lead-to-Customer Rate, and Monthly Revenue = Customers × Average Customer Value.

Because a customer often generates repeat revenue, the tool also shows LTV Revenue = Customers × Average Customer Value × Customer Lifetime Multiplier — a fuller picture of value than a single month's revenue alone. Net Profit = Revenue − Total Investment, and ROI = (Net Profit ÷ Total Investment) × 100, calculated against the single-month revenue figure (a conservative view since it doesn't credit lifetime value in the ROI percentage itself).

Cost per Lead & Cost per Customer

Cost per Lead (CPL) = Total Investment ÷ Leads, and Cost per Customer = Total Investment ÷ New Customers. Comparing these against your average customer value and lifetime multiplier tells you whether your acquisition cost is sustainable relative to what a customer is actually worth over time.

ROI Rating Bands

ROI is labeled: above 300% = Excellent, 100–300% = Great, 0–100% = Positive, and below 0% = Negative.

Frequently Asked Questions

Ad spend alone understates the true cost of a social media program -- someone has to plan, create, post and respond. By adding Staff Hours x Hourly Rate to your ad spend, the Total Investment figure reflects the full cost of the effort, giving a more honest ROI than counting media spend alone.
Monthly Revenue is customers x average customer value for that single month, and is what the ROI percentage is based on. LTV Revenue additionally multiplies by your Customer Lifetime Multiplier to show the fuller value of those same customers over their expected relationship with your business -- useful context even though it isn't used in the headline ROI calculation.
Cost per Lead is Total Investment divided by total leads generated -- everyone who showed interest. Cost per Customer is Total Investment divided by New Customers -- only the leads that actually converted, using your Lead-to-Customer Rate. Cost per customer is always higher (or equal) since not every lead converts, and it's the more meaningful number for comparing against your average customer value.
This calculator labels ROI above 300% as Excellent, 100-300% as Great, 0-100% as Positive, and anything below 0% as Negative (meaning the program cost more than the revenue it generated in that month). Because the ROI here only reflects a single month's revenue and not lifetime value, a program can show modest or even negative single-month ROI while still being profitable once customer lifetime value is factored in.
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Related: Ad Budget Planner, Email Marketing ROI Calculator, All Social Media Tools