We track leads, sales, and ROI from social media by tagging every link, tracking on-site and in-platform conversions, capturing source details inside your CRM, and tying closed revenue back to the original social touchpoints with a clear attribution rule.
For most Orlando service businesses, the simplest system that works is: (1) every social link has UTM parameters, (2) your website has conversion events set up (form submit, call click, booking confirmation, purchase), (3) phone calls and form leads flow into one place (CRM), and (4) you report using the same definitions every month. If you want us to build and manage this end to end as part of your social media marketing services, we start with tracking before we touch creative or budgets.
Here’s the tracking stack we set up and how each piece fits:
| What you want to measure | How we track it | What attribution looks like in practice |
|---|---|---|
| Website form leads | GA4 conversion event for form submit, UTMs saved into hidden form fields, CRM lead record created | Last-click is usually the cleanest for “what drove this lead,” then we also review assisted touchpoints for longer sales cycles |
| Booked appointments | Booking confirmation page event or booking platform integration, plus CRM stage “Booked” | We report cost per booked appointment, not just cost per lead, because it reflects lead quality |
| Phone calls | Call tracking number(s) with dynamic number insertion on the site, call outcomes marked (qualified, booked, sold) | Calls get credit when they started from a tracked session, plus we review repeat callers and referrals separately |
| DMs and inbound messages | Platform inbox tags or CRM integration, plus a simple intake question: “What prompted you to reach out?” | DMs often start as “assists,” then become sales later, so we track them through pipeline stages |
| On-platform lead forms (Meta, LinkedIn) | Native lead form submissions synced to CRM, duplicates filtered, lead source preserved | We attribute the lead to the campaign and ad set, then measure conversion rate to booked and sold |
| Revenue and ROI | Closed-won deals or purchases in CRM, revenue value (or gross profit) assigned, ad spend pulled from the platform | ROI is calculated from closed outcomes, not platform estimates, and we keep the math consistent month to month |
On the attribution side, we always start by defining what “credit” means for your business. Most local companies do best with two views: a “lead driver” view (usually last-click from tracked sessions) and an “influence” view (assisted touchpoints, DMs, video views, and retargeting). That’s the practical way to reconcile why Meta might show more conversions than GA4, since platforms can count view-through activity and modeled conversions while GA4 focuses on your site’s session data. If you want a quick refresher on the moving parts, our FAQ on conversion tracking breaks down what actually gets measured and where the numbers can drift.
To connect social spend to real sales, you need one “closed loop” step. For appointment businesses like dental, legal, med spas, and home services, that usually means pushing offline outcomes back to the ad platform (example: qualified lead, booked, sold) and matching them to the original click. This is also where tools like server-side tracking and platform conversion APIs help when browsers block cookies. We handle this the same way we handle paid search reporting, so if you’re running paid social alongside search, our PPC management reporting can roll both channels into one lead and revenue view without double counting.
Finally, we calculate ROI in a way that matches how you actually make money. For eCommerce it’s usually revenue-based. For service businesses, it’s often better to use gross profit (or at least revenue minus hard costs) and to separate first-job revenue from lifetime value. The basic formulas are simple: ROAS = revenue attributed to social divided by ad spend, and ROI = (profit attributed to social minus ad spend) divided by ad spend. When your sales happen offline, the missing link is recorded outcomes, which is why syncing CRM stages and using offline conversions is the difference between “we got likes” and “we can prove what social produced.”
If you tell us what a qualified lead looks like (service area, minimum job size, insurance accepted, appointment type), we can set up tracking that reports cost per qualified lead, cost per booked appointment, and revenue per campaign, so you can spend with confidence instead of guessing.
