1 Learn the concept
Measuring influencer campaigns is possible if you decide what you are trying to achieve beforehand. Awareness, traffic, sign-ups and sales call for different measurements. This lesson explains what can be measured and how, using tools such as unique links and discount codes.
2 See it in action
- Reach and engagement show visibility and interest.
- Clicks and sign-ups show traffic and leads.
- Unique codes and links connect sales to a creator.
- Compare cost to results to estimate return.
Worked example
Comparing two creators
Creator A: cost $500, 40 sales at $30 is $1,200 in revenue. ROI: (1,200 – 500) / 500 = 1.4, or 140 percent.
Creator B: cost $300, 8 sales at $30 is $240 in revenue. ROI: (240 – 300) / 300 = -0.2, or -20 percent.
Decision: continue with A and test a different approach with B.
Check: look at the quality of the audience and not only the first-sale numbers.
3 Study an example
Example scenario
Each creator in a campaign gets a unique discount code. After a month the brand sees that one creator drove many more sales for the same fee and plans to work with her again.
4 Apply it and download
- Choose your campaign metrics.
- Plan how you will track each.
- Set up the measurement plan.
Worksheet Influencer outreach and campaign brief templateOpen, print or save as PDF