Likes feel good, but they do not pay salaries. When you invest thousands of rupees each month in social media, you deserve to know what it returns. This article explains how Lookup Marketing measures social media ROI for SMB clients and which numbers actually matter.
The Metric Hierarchy
- Reach and impressions — how many people saw your content; useful for awareness but only a starting point
- Engagement rate — likes, comments, shares and saves relative to reach; tells you if content resonates
- Traffic and profile actions — website clicks, WhatsApp taps, call button presses and direction requests; these show intent
- Leads and enquiries — messages, form fills and calls attributed to social
- Revenue — actual sales closed from those enquiries, in INR
Most agencies stop at level two. We push reporting as far down this ladder as your sales tracking allows.
Making Enquiries Traceable
- UTM-tagged links on every post and bio link, visible in analytics
- Unique coupon codes for social offers
- Click-to-WhatsApp with a preset message, so you know the enquiry came from Instagram or Facebook
- A simple habit for your sales team: asking new customers how they found you and noting it
A Realistic ROI Example
Suppose you spend 15,000 rupees monthly on management and 5,000 rupees on boosting. If social brings 40 enquiries, your team closes 8, and average order value is 4,000 rupees, that is 32,000 rupees of revenue against 20,000 rupees of cost — before repeat purchases, which usually improve the picture further.
What You Receive
Your monthly report shows the full funnel and our recommendations. If a format or platform is not earning its keep, we say so and reallocate. Questions? Call +91-8800-567676.
