ROI Framework

Builds the social media ROI model (lifetime value, acquisition cost by channel, break-even and a 12-month projection) or the board business case, in the client's currency (default UGX for Uganda).

Use When

• Finance wants the return per campaign or channel from attributable value and acquisition cost, with a 12-month projection.
• Do customers who came through TikTok, Facebook or Google stay and buy again for longer? Group them by channel and month joined: Week-4 retention, decay curves and lifetime value from GA4 Cohort Exploration.
• Directors or a sceptical board think social media is a waste of money and want the business case for investing: revenue lost to growing competitors, follower value, an A&U study, NPS and budget tiers.
• The team asks when content spend breaks even and whether customer value covers acquisition cost.

Do Not Use When

• advertising-attribution-and-measurement for credit models, allowable CPA and holdout or geo tests on ads.
• meta-budget-planner for dividing the budget across channels.
• marketing-mix-modelling for a multi-year model of each channel's contribution to sales and cross-channel budget allocation (Meridian or Robyn).
• meta-reporting for the periodic performance report.
• Stop when attributable revenue or cost data is missing; state the assumption and never present projections as results.