Influencer marketing has become one of the most effective digital strategies for brands looking to expand their online presence. But partnering with influencers alone isn’t enough—success depends on tracking the right performance metrics. That’s where working with a professional influencer advertising company becomes essential.

If you’re running campaigns and aren’t sure which metrics matter most, this guide breaks down the key numbers to monitor so you can measure impact, optimise spend, and improve campaign performance.

Setting Clear Goals with Your Influencer Advertising Company

Before tracking metrics, you first need clarity on what you want the campaign to achieve. Influencer marketing can deliver different outcomes—brand awareness, engagement, lead generation, community growth, or direct sales.

A reliable influencer advertising company will help align campaign KPIs with goals.
For example, a product launch may focus on reach and impressions, while a performance-focused campaign may prioritise conversions and ROI.

If you're working with Brandly Global, strategy starts with defining objectives and mapping KPIs to each phase of the campaign.

Awareness Metrics: How Many People Saw Your Brand?

Awareness metrics reflect how far your influencer content spreads digitally. These KPIs matter especially in top-of-funnel campaigns.

1. Reach

Reach is the number of unique users who saw the influencer’s content.

Why it matters:

• Measures campaign exposure
• Helps evaluate how well influencers align with target audiences

High reach signals strong visibility—but pairing reach with quality audience targeting matters more than raw numbers.

2. Impressions

Impressions represent the total number of times content was displayed, including repeated views.

Why track impressions:

• Indicates content frequency & recirculation
• Useful to measure sustained visibility

If impressions are high but reach is low, the same audience is viewing content multiple times—a sign content may be highly shareable or repeatedly pushed by algorithms.

3. Brand Mentions & Share of Voice

Share of voice (SOV) compares your brand’s mentions to competitors within your niche.

Why this matters:

• Helps identify whether your brand leads the conversation in your category
• Shows your relative visibility against competitors

Tools like Brand24, Sprout Social, or social listening dashboards help measure this effectively.

Engagement Metrics: Are People Interacting With the Content?

Awareness means people see your content—engagement reveals how they react to it.

4. Engagement Rate

Engagement rate measures how strongly audiences interact through likes, comments, shares, saves, and replies.

Common formula:
(Total Engagements ÷ Reach) × 100

Why it matters:

• Helps measure content resonance
• Higher engagement often aligns with influencer credibility and audience trust

Benchmarks vary, but on most platforms, 3–6% engagement is considered strong.

5. Cost Per Engagement (CPE)

CPE calculates how much you're spending per engagement.

Formula:
Campaign Spending ÷ Total Engagements

This metric helps compare influencers, platforms, formats, and creative styles based on cost efficiency.

6. Sentiment Analysis

Not all engagement is positive—sentiment analysis measures emotional tone.

Why track sentiment:

• Helps identify whether audience reactions are supportive or critical
• Useful for brands in sensitive niches like beauty, finance, or health

AI listening tools and comment analysis tools can automate sentiment scoring.

Conversion Metrics: Are Campaigns Driving Real Action?

Conversion metrics are critical when your goal is sales, sign-ups, downloads, or lead generation.

7. Click-Through Rate (CTR)

CTR shows how many people clicked on a link after viewing the content.

Why it's valuable:

• Indicates how compelling the call-to-action (CTA) is
• Helps optimise captions, placement, and link positioning

Tracking Tip: Use unique UTM links or shorteners like Bitly for accurate attribution.

8. Conversion Rate

Conversion rate measures how many clicks actually turn into actions.

Formula:
(Conversions ÷ Clicks) × 100

Useful when evaluating influencer performance beyond engagement—especially for paid campaigns or affiliate-driven content.

9. Cost Per Acquisition (CPA)

CPA calculates how much you spend per conversion.

Why it's essential:

• Helps compare influencer marketing with paid ads, email, SEO, or offline marketing
• Shows true performance efficiency

Lower CPA = more cost-effective campaigns.

10. Return on Investment (ROI) / ROAS

Ultimately, brands want to know whether influencer campaigns generate profit.

ROI formula:
(Revenue − Cost) ÷ Cost × 100

For eCommerce, ROAS (Return on Ad Spend) may also be tracked.

Higher ROI signals a profitable collaboration—and a strong case for scaling influencer spend.

Long-Term Brand Value Metrics

Some results appear beyond the campaign period—especially for branding and retention.

11. Earned Media Value (EMV)

EMV assigns monetary worth to organic exposure that would cost money via paid ads.

Why it’s useful:

• Helps quantify non-paid value
• A strong metric for awareness-heavy campaigns

12. Audience & Follower Growth

Influencer campaigns often drive new followers to brand accounts.

Why this matters:

• Builds a long-term owned community
• Reduces future paid reach dependency

If your brand continues to grow even after a campaign ends, that's a strong indicator of relevance.

13. Branded Search Lift

Branded search volume shows how many people search your brand name on Google or social platforms during campaigns.

Higher branded searches = increased brand recall and consumer curiosity.

14. Community & Conversation Growth

Beyond metrics, look at whether your brand becomes a part of culture and recurring conversation. This includes UGC, hashtags, and repeated creator collaborations.

Best Practices When Tracking Metrics

To maximise results when working with an influencer advertising company, keep these practices in mind:

✔ Use unique discount codes & trackable URLs
✔ Align KPIs to campaign type (not all campaigns need sales metrics)
✔ Track both short-term & long-term outcomes
✔ Compare influencer channel performance vs other marketing channels

How Brandly Global Helps You Track These Metrics

Working with a trusted partner ensures accountability, real-time analytics, and strategic reporting.

At Brandly Global, brands get:

• End-to-end campaign management
• Custom dashboards and UTM tracking
• Performance analytics and post-campaign reporting
• Creator selection based on data—not follower count

Conclusion

Tracking the right metrics is the difference between running influencer campaigns blindly and making informed, profitable marketing decisions.

By partnering with a professional influencer advertising company, you gain access to performance data, strategic insights, and measurable growth—reducing guesswork and improving ROI.

Whether your goal is brand awareness, engagement, or revenue, measuring performance ensures each campaign moves your brand forward.

FAQs

1. What does an influencer advertising company do?
An influencer advertising company connects brands with influencers, manages campaigns, tracks performance metrics, and helps improve ROI.

2. Which metrics matter most in influencer marketing?
Key metrics include reach, impressions, engagement rate, click-through rate, conversions, CPA, and ROI.

3. How do I measure ROI in influencer campaigns?
ROI is measured by comparing revenue generated from a campaign to its total cost. Using trackable links, UTM tags, and affiliate codes helps with accurate tracking.

4. What is a good engagement rate for influencers?
A 3–6% engagement rate is generally considered strong, though it varies by platform, niche, and audience size.

5. How can I track conversions from influencer marketing?
Use unique tracking URLs, promo codes, platform analytics, and tools like Google Analytics or CRM attribution.