How to Measure Influencer Marketing ROI
Measure against the goal you set before the campaign. Views and reach show attention, engagement and clicks show interest, and codes, links or store visits show action. Use the metric that matches the goal.
Match metric to goal
Awareness: views, reach and average views per creator.
Interest: engagement, saves, shares and click-through rate.
Action: promo-code redemptions, tracked links, app installs or store visits.
Tools that help
Use UTM links and unique codes per creator. Ask creators for screenshots of analytics. Compare against a baseline from before the campaign.
Be honest about attribution
Influencer content also lifts search and direct traffic. Report both tracked results and the likely wider effect, and say which is which.
How we handle it at Dhi & Kin
We agree the goal first and report per creator and per post. See real figures in our results table.
Related
More from the blog
How to Brief an Influencer Campaign: A One-Page Template
4 min readMicro, Macro or Mega Influencers? How We Cast a Campaign
4 min readStore-Visit Campaigns: 80 Creators, 16 Stores, One Weekend
Next step
See how we run campaigns: influencer marketing agency in India · campaign results · case studies.