How to Track Social Media ROI for NZ Businesses (Return of Investment)

How to Track Social Media ROI for NZ Businesses (Beyond Just Likes)

For too many Kiwi businesses, social media "success" means counting likes and followers. But when was the last time a like paid your bills? At Glu Group, we help NZ companies move beyond vanity metrics to track what actually matters - real business results.

Why Likes Don't Equal ROI (Return of Investment)

• 92% of NZ marketers can't accurately measure social media's financial impact (NZ Marketing Association)
• Algorithm changes have made organic reach unpredictable
• Real ROI comes from leads, sales, and customer retention

The 5 Social Media Metrics That Actually Matter

1. Conversion Rate

What it measures: Percentage of users who take a desired action

How to track:

• UTM (Urchin Tracking Module) parameters in links
• Facebook Pixel/Google Analytics
• NZ Benchmark: 2-5% (varies by industry)

2. Customer Acquisition Cost (CAC)

What it measures: Cost to gain each new customer via social

Formula:

• (Ad Spend + Staff Time) ÷ New Customers Gained
• Ideal: Less than 30% of customer lifetime value

Pro Tip:

Include the value of your organic posts' time investment in calculations.

3. Revenue Per Visitor (RPV)

What it measures: Value of social media traffic

How to track:

Google Analytics > Acquisition > Social > Ecommerce

NZ Insight:

B2B businesses often see higher RPV from LinkedIn than Instagram

4. Engagement Quality

What to track beyond likes:

• Saves (Indicates intent to return)
• Shares (Organic reach expansion)
• Replies (True connection building)

5. Customer Retention Rate

What it measures: Social media's role in keeping customers

How to track:

• Repeat purchases from social-sourced customers
• Engagement with retargeting campaigns

NZ Data:

Loyal customers spend 67% more than new ones (B&T Magazine)

3 Free Tools for NZ Businesses

Google Analytics

• Track social traffic behaviour
• Set up goal conversions

Facebook Pixel

• Measure cross-device conversions
• Build retargeting audiences

UTM Builder

• Tag links to identify top-performing posts

Need Help Proving Your Social Media Worth?

📩 Contact us today for a Social Media Audit - because in this economy, every marketing dollar needs to work harder.

Final Thought:

Stop asking "How many likes?" Start asking "How much revenue?" Your bottom line will thank you.