kbarbel640-del Social Media Analyzer
Campaign performance analysis with engagement metrics, ROI calculations, and platform benchmarks.
Table of Contents
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
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 |
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 |
Platform Benchmarks
Engagement Rate by Platform
| Platform | Average | Good | Excellent |
|---|---|---|---|
| 1.22% | 3-6% | >6% | |
| 0.07% | 0.5-1% | >1% | |
| Twitter/X | 0.05% | 0.1-0.5% | >0.5% |
| 2.0% | 3-5% | >5% | |
| TikTok | 5.96% | 8-15% | >15% |
CTR by Platform
| Platform | Average | Good | Excellent |
|---|---|---|---|
| 0.22% | 0.5-1% | >1% | |
| 0.90% | 1.5-2.5% | >2.5% | |
| 0.44% | 1-2% | >2% | |
| TikTok | 0.30% | 0.5-1% | >1% |
CPC by Platform
| Platform | Average | Good |
|---|---|---|
| $0.97 | <$0.50 | |
| $1.20 | <$0.70 | |
| $5.26 | <$3.00 | |
| TikTok | $1.00 | <$0.50 |
See references/platform-benchmarks.md for complete benchmark data.
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
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
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