Social Media ROI Calculator with 6-Axis Engagement Radar
Plot your reach, impressions, engagement rate, CTR, conversions, and brand lift as a 6-axis polygon against the platform median from Rival IQ 2024 and Hootsuite Social Trends 2024.
Medians cited per platform: Instagram 1.5% engagement, TikTok 5.0%, LinkedIn 2.0%, Facebook 0.06%, X 0.5%, YouTube 4.0%. Brand-lift baselines from Nielsen / Kantar 2024 brand-lift studies.
Quick Conversion
Formula: impressions = reach × imp-ratio
Quick Conversion
Formula: EUR = USD × FX
Pick your platform
Inputs (this campaign)
6-axis engagement radar
Axis breakdown vs Instagram
| Axis | You | Median | Δ | Score / 100 |
|---|---|---|---|---|
| Reach rate | 32.00% | 28.00% | +14% | 57 |
| Imp / reach | 1.81x | 1.70x | +7% | 53 |
| Engagement rate | 2.20% | 1.50% | +47% | 73 |
| CTR | 0.93% | 0.85% | +10% | 55 |
| Click → Conv % | 1.33% | 1.08% | +23% | 62 |
| Brand lift | 7.50% | 6.40% | +17% | 59 |
Result Insights
What does this radar really mean?
Your engagement rate of 2.20% on Instagram compares to the platform median of 1.5% (Rival IQ 2024). The polygon-area gap between your shape and the dashed median shape is the diagnostic: if your shape is larger on engagement but smaller on conversions, you have an attention-vs-monetization mismatch. If smaller on reach but larger on CTR, your algorithm distribution is constrained but the audience you reach is buying. Reallocate paid spend toward the axes where your polygon is largest.
Reality-check: which platform suits your performance?
| Platform | Median engagement | Median CTR | Median conv % | Your avg score |
|---|---|---|---|---|
| 1.50% | 0.85% | 1.08% | 60 | |
| TikTok | 5.00% | 1.05% | 0.78% | 47 |
| 2.00% | 0.45% | 2.40% | 66 | |
| X (Twitter) | 0.50% | 0.32% | 0.45% | 93 |
| 0.06% | 0.90% | 1.42% | 75 | |
| YouTube | 4.00% | 1.20% | 1.80% | 36 |
Highest avg score = best platform-fit for your numbers. Sources: Rival IQ 2024 SMI Benchmark Report; Hootsuite Social Trends 2024.
Rival IQ + Hootsuite 2024 platform benchmark reference
| Platform | Eng rate | Reach % | Imp / Reach | CTR | Conv % | Brand lift |
|---|---|---|---|---|---|---|
| 1.50% | 28% | 1.7x | 0.85% | 1.08% | 6.4% | |
| TikTok | 5.00% | 38% | 2.1x | 1.05% | 0.78% | 8.1% |
| 2.00% | 21% | 1.4x | 0.45% | 2.40% | 5.2% | |
| X (Twitter) | 0.50% | 12% | 1.5x | 0.32% | 0.45% | 3.8% |
| 0.06% | 5% | 1.3x | 0.90% | 1.42% | 4.5% | |
| YouTube | 4.00% | 45% | 2.5x | 1.20% | 1.80% | 9.3% |
Core social-ROI formulas (used by this calculator)
(eng / posts) / followers × 100(reach / posts) / followers × 100clicks / impressions × 100conversions / clicks × 100(rev - spend) / spend × 100(yours / (2 × median)) × 1005-step workflow with this radar
- 1
Pick the platform you are measuring (Instagram / TikTok / LinkedIn / X / Facebook / YouTube).
- 2
Enter campaign data: followers, posts, engagements, reach, impressions, clicks, conversions, brand lift.
- 3
Add paid spend and AOV. The calculator computes both organic radar and paid ROI in parallel.
- 4
Read the radar — your polygon vs dashed platform-median polygon. Larger = outperforming on that axis.
- 5
Check the cross-platform comparison table to see which platform best fits your performance profile, then reallocate budget.
A short history of social-media benchmarking
Why this calculator exists. In 2026, a social media manager defending a paid-spend reallocation to a CMO who has never run a campaign needs a single chart that shows engagement-rate vs platform median, not 11 tabs of Sprout dashboards. The 6-axis radar reduces a quarter of social data to one polygon shape and lets the CMO instantly see whether you are outperforming the platform.
Rival IQ Social Media Industry Benchmark Report. Rival IQ has published the canonical social media benchmark report annually since 2017. The 2024 edition analyzed 2,100+ brands across 14 verticals and 7 platforms. Their engagement-rate definition — per-follower — is the industry standard and is what this calculator uses.
Hootsuite Social Trends. Hootsuite's annual Social Trends Report (since 2014) surveys 14,000+ marketers and tracks the shift from organic to paid social, the rise of TikTok, and the post-2022 collapse of Twitter engagement. The 2024 edition was the first to confirm TikTok's engagement-rate lead at 5 percent against Instagram's 1.5 percent — a 3x advantage that is reshaping budget allocation.
The Facebook organic collapse. Rival IQ has tracked Facebook page engagement since 2014, when it sat at 0.7 percent median. By 2024 it had fallen to 0.06 percent — a 12x decline driven by Meta's algorithm shift toward friends-and-family content. The radar reflects this honestly: most brands cannot beat the Facebook organic median because the platform is structurally hostile to brand pages.
Brand lift methodology (Nielsen / Kantar). Brand lift studies — surveys before and after exposure — measure recall, awareness, favorability, and purchase intent. Nielsen 2024 reports median lift of 6-9 percent for organic social, with YouTube highest (9.3 percent) due to attention-time depth. Kantar's 2024 Brand Resonance scores corroborate.
The TikTok ascendancy. TikTok's for-you algorithm shows content to non-followers heavily, so per-follower engagement rate inflates relative to follower count. Rival IQ measured 5 percent median in 2024; in fashion and beauty verticals the median exceeds 7 percent. The radar surfaces this — if your TikTok score is near platform median, you are still outperforming Instagram by 3x in raw engagement.
Where 2026 social ROI lands. Hootsuite 2024 reported 65 percent of marketers list ROI proof as their top challenge. The 6-axis radar in this calculator was built specifically to solve that — a single chart, two polygons, defensible Rival IQ-cited medians, ready to ship into a board deck.
What social media managers say
“The radar was the first chart that showed our boss that our TikTok was outperforming Instagram on engagement but underperforming on conversions — exactly the trade-off he had been asking for. We reallocated 40 percent of our content budget the same week.”
“I have tested every social ROI dashboard from Sprout to Hootsuite Impact. None of them plot the platform median next to my brand polygon. This calculator did it in 30 seconds and the screenshot ended up in our quarterly board pack.”
“For influencer campaigns I run the calculator twice — once with the influencer’s actual numbers, once with the platform median. The delta between the polygons is the brand-lift case I present to the client. Better than any slide deck I had built.”
“The LinkedIn-vs-Twitter axis comparison sold our quarterly LinkedIn budget. The Rival IQ citation made the benchmarks defensible to our CFO, who had previously rejected the same proposal twice on the grounds that the benchmarks were made up.”
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