In influencer marketing, success isn't just about likes or follower counts; it's about understanding the metrics that truly matter. Here's a rundown of the most important metrics to track in your influencer marketing campaigns, in no particular order:

Engagement rate measures the level of interaction (likes, comments, shares, saves, etc.) an influencer's content receives relative to their reach. A high engagement rate indicates that the influencer's audience is active and interested, making it a key metric for assessing an influencer's effectiveness.

Shares, saves, and comments are especially important engagement metrics because they reflect deeper interactions with your content.

Reach refers to the total number of unique users who see an influencer's content. This metric is crucial for understanding the potential exposure your brand can gain through an influencer's posts.

Impressions count the total number of times an influencer’s content is viewed. High impressions indicate strong visibility, which is essential for brand awareness campaigns.

CPM (Cost Per Thousand Impressions) is vital in influencer marketing as it measures the cost-effectiveness of reaching 1,000 people. It helps brands compare influencers and optimise budget allocation by assessing how much they pay for audience exposure. A lower CPM means more efficient spending, aiding in maximising ROI.

Our benchmark CPM insights helps brands compare their results against the thousands of influencer marketing collaborations run through inzpire me.

If your influencer marketing goal is to drive conversions, measuring the impact of your campaign is essential.

Click-Through Rate CTR measures the percentage of viewers who click on a link in an influencer’s post. A high CTR indicates that the influencer's audience is not only engaged but also motivated to learn more about your brand or product. Since official social media APIs currently don't provide CTR data, such as Instagram Story link clicks, it's crucial to use CTM links to accurately track this metric.

Conversion rate tracks how many users take a desired action (like making a purchase) after engaging with an influencer’s content. This metric directly ties your campaign to tangible results, making it critical for evaluating ROI.

Social media channels share common video performance metrics like total view time and average view time, but they also offer unique, platform-specific metrics.

Instagram Reel First Plays show how well your content grabs attention, while Replays indicate strong engagement by prompting viewers to watch again. Together, they measure your Reel's initial appeal and ongoing audience interest.

2-second views indicate if your video captures immediate attention, 6-second views show deeper interest, and the completion rate reflects how compelling the entire content is. Together, these metrics help assess how effectively your video holds and retains viewer interest, guiding content optimisation.

Long impression rate is the percentage of Snaps viewed for at least 1.2 seconds. This metric is crucial because it shows how engaging the content is. A higher rate suggests viewers are interested, leading to better brand recall and higher conversion rates.

Understanding the demographics (age, gender, location) of the audience that saw your influencer marketing content ensures that it's reaching the right people. This metric is vital for targeting specific market segments.

Tracking your influencer marketing performance over time is crucial as it shows trends and growth, such as how impressions increase throughout the campaign. This helps identify peak performance periods, assess tactic effectiveness, and make data-driven adjustments to optimise results.

Content quality isn’t always quantifiable, but plays a crucial role in the campaign's success. Brands can repurpose influencer-generated images and videos across social media, websites, and email campaigns to enhance engagement and authenticity. These visuals can also be used in paid ads and product pages to boost credibility and conversions. This approach maximises the value of influencer collaborations by extending their reach and impact across multiple channels.

A brand lift study is a research method used to measure the impact of an advertising campaign on brand perception and consumer attitudes. It assesses changes in key metrics such as brand awareness, favourability, and purchase intent before and after exposure to the campaign. By comparing these metrics, the study helps determine how effectively the campaign influenced the target audience's views and behaviours regarding the brand.

By focusing on these metrics, you can gain a comprehensive understanding of your influencer marketing campaign’s performance. Tracking these key indicators allows you to optimise your strategy, ensuring that your efforts are not only impactful but also deliver a strong return on investment.