Attributed contribution = attributed net revenue − variable fulfillment costs

Net contribution after social costs = attributed contribution − social media cost

Social media ROI (%) = net contribution after social costs / social media cost × 100

Break-even attributed revenue = social media cost / contribution margin rate

When using a margin rate, attributed contribution also equals attributed net revenue × margin rate. Use a fraction: 60% = 0.60. Social cost must be greater than zero for ROI. Break-even revenue assumes a constant margin greater than zero.

Business, campaign and period: [name, start/end dates, currency]

Outcome and revenue source: [completed purchase, paid booking or other recorded outcome]

Attribution method and window: [existing model, eligible interactions, lookback period]

Attributed net revenue: [amount; treatment of discounts, refunds and taxes]

Variable fulfillment costs: [amount, categories included and evidence owner; derive the margin when revenue is greater than zero]

Social costs: [labor + production + agency + tools + advertising + other scoped costs]

Shared-cost allocation: [method; confirm costs are counted once]

Calculation: [attributed contribution, net contribution, ROI and break-even revenue]

Uncertainty: [missing coverage, delayed sales, overlap and sensitivity range]

Decision and next review: [continue, change or investigate; owner and date]