Influencer Marketing Metrics – What to Measure and How to Analyze

Tracking influencer marketing metrics helps you see the impact of your campaign on the brand’s bottom line. This includes metrics such as reach, impressions, and engagement.

These metrics can help you identify creators who have real audiences. They also can help you understand which types of content your audience responds best to.


Using social media analytics and tools like Google Analytics can help you determine the reach of your influencer marketing campaigns. You can track the number of new users and see how they interact with your website, such as the types of pages they visit and the types of products they buy.

Reach metrics can also show you how effective an influencer’s content is by looking at its total number of impressions. To get a more holistic view of the engagement that an influencer’s content receives, brands can look at other engagement metrics such as likes, shares, and comments to find out how well the content resonates with audiences. This is important when calculating brand awareness and determining long-term ROI.


Getting people to engage with your content is the ultimate goal of¬†influencer marketing. To analyze engagement metrics, brands can look at various formulas to determine campaigns’ performance, including reach, saves, and clicks.

Likes are the most common form of engagement; social media platforms typically provide this metric. This metric allows brands to see the audience’s appreciation for the content.

Brands can also use this metric to measure follower growth on social channels and track the effectiveness of specific influencers. They can do this by comparing the number of followers gained before and during a campaign to see whether there are any significant increases.

They can also track new website visitors using promo codes, landing pages, and UTM parameters to understand the impact of influencer marketing on their overall ROI.


Depending on your campaign goals, you should track metrics like how many social media followers the creators’ branded accounts gained or how much engagement was on the content. Other important metrics include how often people discuss the content online and whether these discussions are primarily positive or negative.

Lastly, you may be interested in tracking referral traffic to your website or specific landing pages. This can be done through analytics tools.


While increasing brand awareness and building an audience are essential goals for influencer marketing, the ultimate goal is to drive sales. To achieve this, brands can use various metrics to track their campaigns’ performance.

Related: Building trust in marketing

For example, affiliate links or discount codes allow brands to attribute sales to a particular campaign. Additionally, customer surveys can help brands understand how many customers purchased due to a campaign.

Search volume is another metric that can be used to gauge the impact of influencer content. Increased search volume can indicate that consumers are engaging with your brand, which is a good sign. Other conversion rates you should monitor include likes, followers, and email sign-ups. These are all valuable indicators of your influencer marketing campaign’s success.

Return on Investment

It’s crucial to measure the return on investment in influencer marketing. Whether for your brand or an account you manage for a client, you must prove that your spending on influencer campaigns produces accurate results.

One way to do this is by measuring the share of voice. Look at how often your brand or products are mentioned online compared to your competitors and use this data to drive future campaigns.

Another way to measure ROI is by looking at the cost of content production. Consider the money you would have spent on a photoshoot and add any other costs associated with the campaign. To determine your overall ROI, you can compare this to the influencer’s sales or impressions.


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