How do B2B social media agencies measure ROI?

B2B social media agencies measure ROI by tracking metrics that directly contribute to business objectives, moving beyond vanity metrics like likes. They focus on website traffic driven from social media, lead generation (form fills, demo requests), conversion rates from social leads, engagement with lead magnets, and ultimately, the sales qualified leads and revenue attributed to social media efforts. They utilize social media analytics, web analytics tools, and CRM integration to provide comprehensive reports on the financial return of social media investments.