How to measure influencer marketing?

The last, most important step in any (influencer) marketing campaign should be to analyze the results: that helps you to decide which influencers to use and what should be the budget for your next campaign. In the same way, you should measure influencer marketing results.

However, measuring influencer marketing can be quite tricky. How to measure influencer marketing and which metrics to use? Depends on the goal!

a) Raising brand awareness with influencer marketing

Influencers are often used to engage new audiences: using social media, you can reach those who you can’t reach through banner advertising or outdoor media. If your main goal is visibility or brand awareness, your main metric is probably the reach – the number of unique users who saw the post.

The metrics you should measure in influencer marketing:

• Impressions
• Reach
• Number of visits on the website
• Number of branded searches on Google
• Customers’ feedback

It’s important to note that the number of influencers’ followers doesn’t show how many people the post will reach – especially now when many of the influencers’ reach has significantly reduced.

The good news is that if the influencer has a Business or Creator Account on Instagram, they can see the impressions and reach for each image separately. Meaning, they can tell the brand the expected reach before the campaign starts and take a screenshot of the actual results after the campaign has ended.

If you are using an influencer marketing platform (such as Promoty), you’ll see the campaign statistics straight from Instagram for every post and story separately as well as for the campaign in total.

content statistics view on Promoty

Posted content statistics on Promoty

b) Improving brand image with influencer marketing

Influencer marketing is a really good way to improve your brand’s image: products used by influencers are often perceived as much more attractive and trendy. Moreover, if a brand acquires “instagrammable” reputation, more and more people will start voluntarily sharing it on Instagram – just because it’s cool to do it!

If your goal is to connect with your (potential) customers, you should focus on the engagement-related metrics:

• The number of post likes
• The number of post comments
The number of post saves
The amount of new Instagram followers
The number of visits on the webpage
The number of branded searches on Google
Customers’ feedback

In addition to the number of likes and comments, you can also check the quality: is it just emojis and buzzwords, or has the influencer sparked some meaningful conversations around your brand. Also, the number of saves is a powerful metric: it shows the number of people who are planning to return to the post later – maybe when they’re actually in the place of doing a purchase decision!

Since people usually follow brands they really like and care about, the number of new followers of the brand is also a good indicator. Of course, only if becoming a follower was not mandatory for participating in the giveaway!

Also, interested people might check out your brand’s website or search about your brand on Google.

To compare different campaigns and collaborations, the two metrics that are mostly used:

• Engagement rate – the sum of likes, comments, and saves divided by the reach. Here, you can compare the engagement rate of the sponsored post with the average engagement rate of the influencer. If it’s higher, the audience match is probably there!

CPE (cost per engagement) – total budget divided by the sum of likes, comments and saves

Both brand awareness and brand image are quite difficult to measure, especially if the brand doesn’t have a huge budget to invest in brand surveys. In this case, the brands don’t have any other way than to rely on the social media data and customers’ feedback.

c) Boosting sales with influencer marketing

For many brands, increasing the number of sales is the main metric. However, it’s crucial to remember that the potential customer almost never does the purchase decision the first time they hear about the product – as a new brand, you need to build awareness first.

This is also what the AIDA model shows us: first, you need to get consumers’ attention, then build awareness, then spark interest, and finally, they’ll make the purchase. In general, studies have shown that, on average, consumers need 7-8 touch points before they make a purchase decision!

AIDA model in influencer marketing

If you’d like to measure influencer marketing results on your sales numbers, you should focus on the following metrics:

• The number of new customers
Revenue brought by the influencer
The return of investment (ROI)


Measuring influencer marketing in e-commerce

For web-based products, the measurement of those metrics is fairly straightforward: special links or promotional codes can easily measure the impact of each influencer on website visits, number of transactions, and sales.

In autumn 2021, Instagram launched story links for all the users – which means that all the influencers can now easily direct their followers to brands’ websites or online stores!

Link to Instagram story screenshots

1. Using trackable links

In general, there are three common ways to measure the traffic from influencer collaborations: UTM tags, links, and coded custom links. Let’s take a look at each of them!

a. Using UTM tags

UTM tags are basically keywords that are added to an URL before sharing it – and as a result, you’ll see on Google Analytics exactly which collaborations brought you the most traffic.

Fortunately, you don’t have to code anything here: you can use the UTM Tag Builder to easily create tagged URLs that help you see the results per every channel, campaign, and collaboration in Google Analytics.

 website URL – the address where you want the influencer to direct traffic to, such as your brand’s online store or product page;
campaign source – channel of the collaboration, such as Instagram;
campaign medium – the placement of the campaign, such as collab, collab_story or influencer;
campaign name – the name of your campaign, such as Product_launch or Summer_sale;
campaign content – you can use the influencer’s username here to distinguish between different collaborations;

screenshot of creating UTM tagged URL to measure influencer marketing

As a result, you will have an URL that looks something like this:

The final URL looks a little clumsy – but if the influencer adds it to the story, only the main domain will be shown (in our case:

The charm of the UTM tags is that you can see the results on Google Analytics – divided by Sources (Acquisition > All traffic > Source / Medium) or Campaigns (Acquisition > Campaigns).

Other ways to create trackable URL-s

To avoid long and dragging URLs, you can ask your development team to create personal web addresses for every influencer – that will also give you accurate information about how many visitors, transactions, and sales each collaboration brought.

If Google Analytics looks daunting, you can also measure clicks with When logging in, you can create a proprietary link, such as – it looks way better than any /l8d4qwy link, and according to, it gives you 34% more clicks!

Creating personal discount codes for the influencers

If your web store platform allows it, one of the easiest ways is to create a unique promotional code for the influencer. The greater the discount you can offer – even in the short term – the more the influencers are motivated to share it! It’s a value for their followers, after all.

@itslindaling's Instagram post with a discount code

Linda Ling (@itslindaling) x Katrina Silks collaboration

In case you don’t have an online store, the impact of influencer marketing is much more difficult to measure. In that case, the brand has no other way to compare the sales results of the period with the influencer marketing campaign period to see if there is any correlation.

In general, that might be one of the main disadvantages of influencer marketing nowadays. The field of influencer marketing has gone through tremendous growth over the last few years, and it seems the tools have not yet caught up – measuring results is a little complicated and not accurate enough.

The best way seems to be using an influencer marketing platform where all the social media data is gathered in one place. If you’d like to learn more about the Promoty platform, let us know – we’d love to brainstorm ideas with you!

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