Social Media Analyzer

Campaign performance analysis with engagement metrics, ROI calculations, and platform benchmarks.

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Table of Contents

• Analysis Workflow
• Engagement Metrics
• ROI Calculation
• Platform Benchmarks
• Tools
• Examples

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Analysis Workflow

Analyze social media campaign performance:

Validate input data completeness (reach > 0, dates valid)

Calculate engagement metrics per post

Aggregate campaign-level metrics

Calculate ROI if ad spend provided

Compare against platform benchmarks

Identify top and bottom performers

Generate recommendations

Validation: Engagement rate < 100%, ROI matches spend data

Input Requirements

Field

Required

Description

platform	Yes	instagram, facebook, twitter, linkedin, tiktok
posts[]	Yes	Array of post data
posts[].likes	Yes	Like/reaction count
posts[].comments	Yes	Comment count
posts[].reach	Yes	Unique users reached
posts[].impressions	No	Total views
posts[].shares	No	Share/retweet count
posts[].saves	No	Save/bookmark count
posts[].clicks	No	Link clicks
total_spend	No	Ad spend (for ROI)

Data Validation Checks

Before analysis, verify:

• ○Reach > 0 for all posts (avoid division by zero)
• ○Engagement counts are non-negative
• ○Date range is valid (start < end)
• ○Platform is recognized
• ○Spend > 0 if ROI requested

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Engagement Metrics

Engagement Rate Calculation

Engagement Rate = (Likes + Comments + Shares + Saves) / Reach × 100

Metric Definitions

Metric

Formula

Interpretation

Engagement Rate	Engagements / Reach × 100	Audience interaction level
CTR	Clicks / Impressions × 100	Content click appeal
Reach Rate	Reach / Followers × 100	Content distribution
Virality Rate	Shares / Impressions × 100	Share-worthiness
Save Rate	Saves / Reach × 100	Content value

Performance Categories

Rating

Engagement Rate

Action

Excellent	> 6%	Scale and replicate
Good	3-6%	Optimize and expand
Average	1-3%	Test improvements
Poor	< 1%	Analyze and pivot

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ROI Calculation

Calculate return on ad spend:

Sum total engagements across posts

Calculate cost per engagement (CPE)

Calculate cost per click (CPC) if clicks available

Estimate engagement value using benchmark rates

Calculate ROI percentage

Validation: ROI = (Value - Spend) / Spend × 100

ROI Formulas

Metric

Formula

Cost Per Engagement (CPE)	Total Spend / Total Engagements
Cost Per Click (CPC)	Total Spend / Total Clicks
Cost Per Thousand (CPM)	(Spend / Impressions) × 1000
Return on Ad Spend (ROAS)	Revenue / Ad Spend

Engagement Value Estimates

Action

Value

Rationale

Like	$0.50	Brand awareness
Comment	$2.00	Active engagement
Share	$5.00	Amplification
Save	$3.00	Intent signal
Click	$1.50	Traffic value

ROI Interpretation

ROI %

Rating

Recommendation

> 500%	Excellent	Scale budget significantly
200-500%	Good	Increase budget moderately
100-200%	Acceptable	Optimize before scaling
0-100%	Break-even	Review targeting and creative
< 0%	Negative	Pause and restructure

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Platform Benchmarks

Engagement Rate by Platform

Platform

Average

Good

Excellent

Instagram	1.22%	3-6%	>6%
Facebook	0.07%	0.5-1%	>1%
Twitter/X	0.05%	0.1-0.5%	>0.5%
LinkedIn	2.0%	3-5%	>5%
TikTok	5.96%	8-15%	>15%

CTR by Platform

Platform

Average

Good

Excellent

Instagram	0.22%	0.5-1%	>1%
Facebook	0.90%	1.5-2.5%	>2.5%
LinkedIn	0.44%	1-2%	>2%
TikTok	0.30%	0.5-1%	>1%

CPC by Platform

Platform

Average

Good

Facebook	$0.97	<$0.50
Instagram	$1.20	<$0.70
LinkedIn	$5.26	<$3.00
TikTok	$1.00	<$0.50

See references/platform-benchmarks.md for complete benchmark data.

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Tools

Calculate Metrics

python scripts/calculate_metrics.py assets/sample_input.json

Calculates engagement rate, CTR, reach rate for each post and campaign totals.

Analyze Performance

python scripts/analyze_performance.py assets/sample_input.json

Generates full performance analysis with ROI, benchmarks, and recommendations.

Output includes:

• Campaign-level metrics


• Post-by-post breakdown


• Benchmark comparisons


• Top performers ranked


• Actionable recommendations

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Examples

Sample Input

See assets/sample_input.json:

{
  "platform": "instagram",
  "total_spend": 500,
  "posts": [
    {
      "post_id": "post_001",
      "content_type": "image",
      "likes": 342,
      "comments": 28,
      "shares": 15,
      "saves": 45,
      "reach": 5200,
      "impressions": 8500,
      "clicks": 120
    }
  ]
}

Sample Output

See assets/expected_output.json:

{
  "campaign_metrics": {
    "total_engagements": 1521,
    "avg_engagement_rate": 8.36,
    "ctr": 1.55
  },
  "roi_metrics": {
    "total_spend": 500.0,
    "cost_per_engagement": 0.33,
    "roi_percentage": 660.5
  },
  "insights": {
    "overall_health": "excellent",
    "benchmark_comparison": {
      "engagement_status": "excellent",
      "engagement_benchmark": "1.22%",
      "engagement_actual": "8.36%"
    }
  }
}

Interpretation

The sample campaign shows:

• Engagement rate 8.36% vs 1.22% benchmark = Excellent (6.8x above average)


• CTR 1.55% vs 0.22% benchmark = Excellent (7x above average)


• ROI 660% = Outstanding return on $500 spend


• Recommendation: Scale budget, replicate successful elements

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Reference Documentation

Platform Benchmarks

references/platform-benchmarks.md contains:

• Engagement rate benchmarks by platform and industry
• CTR benchmarks for organic and paid content
• Cost benchmarks (CPC, CPM, CPE)
• Content type performance by platform
• Optimal posting times and frequency
• ROI calculation formulas