How to Measure Influencer Campaign Success: Complete KPI & Attribution Guide

KPIs by Campaign Goal

The biggest measurement mistake: tracking vanity metrics that don't align with actual goals. Start by defining what success looks like, then select appropriate KPIs.

Awareness KPIs

• Reach — Unique accounts who saw content
• Impressions — Total views (including repeats)
• Video views — Platform-specific view counts
• Follower growth — New followers during campaign
• Brand mentions — Organic mentions increase

Engagement KPIs

• Engagement rate — (Engagements / Reach) × 100
• Likes — Basic approval signal
• Comments — Deeper engagement indicator
• Shares/Reposts — Content worth spreading
• Saves — High-intent engagement

Conversion KPIs

• Click-through rate — Clicks / Impressions
• Website traffic — Sessions from campaign
• Leads generated — Sign-ups, downloads
• Sales/Revenue — Attributed purchases
• ROAS — Return on ad spend

Brand KPIs

• Sentiment — Positive/negative ratio
• Brand lift — Awareness/favorability change
• Share of voice — vs. competitors
• UGC volume — User content created
• Search volume — Brand search increase

Calculating ROI & ROAS

Return on Investment (ROI)

Formula: ROI = (Revenue - Total Cost) / Total Cost × 100

Example: $50,000 revenue - $10,000 cost = $40,000 profit. ROI = 400%

Return on Ad Spend (ROAS)

Formula: ROAS = Revenue / Ad Spend

Example: $50,000 revenue / $10,000 spend = 5x ROAS

Cost Per Thousand Impressions (CPM)

Formula: CPM = (Total Cost / Impressions) × 1,000

Cost Per Engagement (CPE)

Formula: CPE = Total Cost / Total Engagements

Engagement Rate Benchmarks

What constitutes "good" engagement varies significantly by platform and influencer tier. Use these benchmarks to evaluate performance:

Sources: Statista Influencer Analytics, HypeAuditor Benchmarks, IMH Research 2026

Attribution Methods

Connecting clicks and views to actual conversions requires proper attribution tracking. Here are the primary methods:

1. Unique Discount Codes

Give each influencer a unique code (SARAH15, MIKE20). Track redemptions directly in your e-commerce platform. Pros: Simple, accurate for discounted purchases. Cons: Doesn't capture full-price buyers.

2. UTM Parameters

Add tracking parameters to all links: yoursite.com?utm_source=instagram&utm_medium=influencer&utm_campaign=summer2026&utm_content=sarah_johnson

Track in Google Analytics → Acquisition → Campaigns. Works for all traffic regardless of discount code usage.

3. Affiliate/Tracking Links

Use platforms like Impact, Refersion, or ShareASale to generate unique trackable links per influencer. Captures all attributed sales regardless of discount code usage.

4. Post-Purchase Surveys

"How did you hear about us?" with influencer options. Captures the initial discovery moment even if purchase happens later through different channel.

5. Platform Analytics

Native analytics from TikTok Creator Marketplace, Instagram Branded Content, YouTube BrandConnect provide verified metrics directly from the platform.

Measurement Tools & Stack

Reporting Framework

Weekly Report (During Campaign)

• Content published vs. scheduled
• Reach and impressions to date
• Engagement rates by creator
• Top performing content pieces
• Any issues or adjustments needed
• Preliminary conversion tracking

Final Campaign Report

• Executive summary with key results
• Goal achievement vs. targets
• Complete KPI breakdown by metric
• Top and bottom performing creators
• Content performance analysis by format
• ROI/ROAS calculation with full cost accounting
• Learnings and recommendations for next campaign
• Creator rankings for future partnerships

Frequently Asked Questions

What KPIs should I track for influencer marketing?

Track KPIs aligned with your goals. Awareness: reach, impressions, video views, follower growth. Engagement: likes, comments, shares, saves, engagement rate. Conversions: clicks, website traffic, leads, sales, ROAS. Brand: sentiment, brand mentions, share of voice.

How do I calculate influencer marketing ROI?

ROI = (Revenue from campaign - Campaign cost) / Campaign cost × 100. For ROAS: Revenue / Cost. Include all costs: influencer fees, product, shipping, agency fees, tools. Track revenue via discount codes, UTMs, affiliate links, and post-purchase surveys.

What's a good engagement rate for influencer content?

Good engagement rates vary by platform and tier. TikTok: 6%+ is good, 10%+ is excellent. Instagram: 2%+ is good, 4%+ is excellent. YouTube: 4%+ is good. Nano influencers typically have 2-3x higher engagement than mega influencers.

How long should I wait to measure campaign results?

Allow 7-14 days for initial metrics, 30 days for engagement data to stabilize, and 60-90 days for full sales attribution (especially for longer purchase cycles). Some conversions happen months later—use proper attribution windows.