Likes are easy to count and hard to spend. To know whether an influencer campaign worked, you need to decide what success means before it starts, then track the numbers that show it. This guide keeps the maths simple.
Step 1: Pick one main goal
Every campaign should have one primary goal. The goal decides which numbers matter.
Awareness: reach, views and the number of people who saw the content.
Consideration: saves, shares, profile visits and link clicks.
Conversion: sales, sign-ups or app installs linked to the campaign.
Step 2: Set up tracking before the post goes live
You cannot add tracking afterwards. Prepare these in advance:
UTM links: a unique link for each creator, so you can see which one drove visits.
Creator discount codes: a code per creator shows sales that do not click through a link.
A "how did you hear about us" question: add it at checkout or sign-up.
A baseline: note your normal daily traffic and sales so you can see the lift.
Step 3: Use a simple scorecard
Metric | What it tells you |
|---|---|
Reach and views | How many people saw the content |
Engagement rate | How many of them reacted |
Saves and shares | Whether the content was useful enough to keep or pass on |
Link clicks | Whether people wanted to learn more |
Sales or sign-ups | Whether the campaign produced results |
The formulas
Engagement rate = (likes + comments + shares + saves) ÷ reach × 100
Cost per click = total campaign cost ÷ link clicks
Cost per acquisition = total campaign cost ÷ customers acquired
ROI = (revenue from the campaign − total campaign cost) ÷ total campaign cost × 100
Total campaign cost includes the creator fee, the platform fee, any product you sent and any paid boosting. Count all of it, or the ROI will look better than it is.
Look beyond the first week
Some content keeps working after the first few days. Recheck your numbers at two weeks and at one month. Also note content value: a good video can be reused, with the creator's permission, on your own channels. Agree usage rights in the brief.
What a low number can mean
The audience was not a match for the product.
The call to action was unclear or hard to find.
The offer was not strong enough.
Tracking was missing, so sales happened but were not counted.
Treat the first campaign as a test. Change one thing at a time in the next one.
A worked example
The numbers below are made up to show the method. They are not a benchmark.
Creator fees: ₹15,000
Platform fee and product sent: ₹5,000
Total campaign cost: ₹20,000
Sales tracked through the creators' codes and links: ₹50,000
ROI = (₹50,000 − ₹20,000) ÷ ₹20,000 × 100 = 150%. If 40 customers bought, the cost per acquisition is ₹20,000 ÷ 40 = ₹500. Now compare that with what a customer is worth to you over time to decide whether it is a good result for your business.
08Frequently asked questions
Rekonio keeps the brief, files and approvals for each deal in one thread, which makes it easier to compare campaigns later. Run your next campaign on Rekonio, or read our guide on long-term creator partnerships.
