Measure the impact that marketing has on company revenue by combining revenue data with spend and conversions.
It’s one step forward of Marketing CPA as includes also the revenues/money factor. The brand want to understand which marketing investments on advertising platform generates more revenues.
Also Social platform can be part of it, as even if Social are free, in reality in order to post content on social for the company is an internal cost.
The source of truth for revenues generally is the CRM/eCommerce, but sometimes are also tracked in web/mobile analytics solution.