"Did it work?" is the question every influencer campaign has to answer. The answer depends on what you were trying to achieve, so measurement starts before the campaign, with one clear goal and a way to track it.
Match the metric to the goal
| Goal | Primary metrics | Useful secondary metrics |
|---|---|---|
| Awareness | Reach, views, CPM | Follower growth, branded search |
| Engagement | Engagement rate, CPE, saves, shares | Comment sentiment |
| Traffic | Link clicks, cost per click, landing page sessions | Time on site |
| Sales | Orders, revenue, cost per acquisition, ROI | New vs returning customers |
| Content for ads | Ad performance of the creator's content | Cost per result vs your other creative |
The formulas
- CPM (cost per thousand impressions) = fee ÷ impressions × 1,000. Lets you compare a creator's price with paid media.
- CPE (cost per engagement) = fee ÷ (likes + comments + shares + saves).
- Cost per click = fee ÷ link clicks.
- Cost per acquisition (CPA) = fee ÷ orders attributed to the creator.
- ROI = (revenue attributed − total cost) ÷ total cost × 100%. Include product, shipping and any usage fees in the cost.
Set up tracking before go-live
- Unique links. Give each creator a link with UTM parameters, for example utm_source=instagram, utm_medium=influencer, utm_campaign=ramadan, utm_content=creator-name.
- Unique discount codes. Codes capture people who don't click but buy later. Keep them memorable.
- Landing pages. Send traffic to a page that matches the content, not just your homepage.
- Baseline. Note your normal daily sales and site traffic so you can see the lift.
What to ask creators to report
Agree in the brief that the creator will share insight screenshots, typically 3 and 7 days after posting:
- reach and impressions or views;
- likes, comments, shares, saves;
- link clicks or sticker taps;
- average watch time and completion for video;
- audience breakdown for the post, if available.
Look beyond the last click
Influencer content often influences people who buy later through another route: searching your brand, visiting your store, or clicking an ad. Signs of this include a rise in branded search, direct traffic and social mentions during the campaign. Codes help capture some of it.
Compare and learn
After the campaign, put every creator in one table: fee, reach, engagement, clicks, orders and cost per result. Rebook the best performers and test new creators against them. Over a few campaigns you build a reliable picture of who works for your brand.
Benchmarks for creator fees
To judge whether a fee is reasonable before you book, compare it with what similar creators charge. The UAE Creator Rates Report publishes starting package prices by creator type, city and platform from creators' listed packages on AFFWORLD.