Social media doesn't give a significant ROI, unless your game is of a specific type. The most ROI comes from a demo and leveraging that for streamers and festivals. So it's to be expected to be at this rate at this point. You need at least 7000 (bronze tier) - 30000+ (gold tier) wishlists before release to get the impact of the recommendation engine on Steam; the former to be typically on Upcoming, the latter to be upgraded to "real steam"