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Cited by 6Digital Marketing and Social MediaMarketing and Advertising StrategiesSMEs Development and Digital Marketing

The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.

Calculation of Facebook Marketing Effectiveness in Terms of ROI

Semerádová, Tereza, Weinlich, Petr·2019·Advances in Marketing, Customer Relationship Management, and E-Services
DOI 10.4018/978-1-5225-7344-9.ch014
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Abstract

This chapter demonstrates how to assess the performance of organic and sponsored activities on Facebook using the data available in Facebook Ads Manager, Facebook Page Insights, and Google Analytics. The main aim of the proposed ROI calculation model is to connect common social media marketing objectives with the analytical information available. The main emphasis is put on the technical aspect of ad performance assessment. The authors explain how the Facebook attribution system and post-impression algorithm work, describe the relation between advertising goals and metrics displayed as achieved campaign results, and demonstrate how to derive ROI indexes from different Facebook conversions. The chapter also includes a practical example how to calculate current and future value of ongoing ads.

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Crossref · 10.4018/978-1-5225-7344-9.ch014

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Citations

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Research works printed but not linked: 41

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Metadata

Authors
Semerádová, T., & Weinlich, P.
Affiliations
Technical University of Liberec (CZ)
ORCID
Venue
Advances in Marketing, Customer Relationship Management, and E-Services
Publisher
IGI Global
Published
2019
Pages
286-310
ISSN
  • 2327-5502 (ISSN-L)
  • 2327-5529
DOI
10.4018/978-1-5225-7344-9.ch014
OpenAlex
W2909907160
Cited by
6
References
3
Citations by year
2024: 1 · 2021: 1 · 2020: 2 · 2019: 2
FWCI
9.21
Type
book chapter
Language
en
Open access
closed
Locations
Advances in marketing, customer relationship management, and e-services book series (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Business and International Management › SMEs Development and Digital Marketing
Keywords
Facebook marketing, return on investment, sponsored content, organic matter content, Google Analytics, attribution models, conversion metrics

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CoChat. (2026). Citation check: Calculation of Facebook Marketing Effectiveness in Terms of ROI. https://app.cochat.ai/papers/10.4018/978-1-5225-7344-9.ch014
The paper
Semerádová, T., & Weinlich, P. (2019). Calculation of Facebook Marketing Effectiveness in Terms of ROI. Advances in Marketing, Customer Relationship Management, and E-Services. https://doi.org/10.4018/978-1-5225-7344-9.ch014