This measure calculates the average return on investment (ROI) for social media marketing/sales campaigns (i.e. interactions via social platforms external to a company's website). ROI is defined as the amount of gain made by an investment relative to the cost of the investment. This measure is part of a set of Cost Effectiveness measures that help companies understand all cost expenditures related to the process "evaluate and prioritize market opportunities."
Average return on investment for marketing/sales campaigns for the social media channel
Cost effectiveness measures are those in which two related variables, one of which is the cost and one of which is the related outcome related to the expenditure are used to determine a particular metric value.