In short
Pick one goal first, then track the metrics that match it: reach and views for awareness, saves, shares and clicks for interest, and trackable links or codes for sales. Treat likes and follower count as context, not results. Review results two to four weeks after posting, then double down on what worked.
Start with one goal
Metrics only make sense against a goal. A launch campaign aimed at awareness should not be judged on sales in week one. Decide whether the main aim is awareness, interest or sales, and measure accordingly.
Metrics by goal
| Goal | Metrics to track | How to measure |
|---|---|---|
| Awareness | Views, reach, shares | Creator's post insights |
| Interest | Saves, comments that ask questions, profile visits, link clicks | Post insights and tracked links |
| Sales or sign-ups | Orders, sign-ups, cost per result | Tracked links, discount codes, landing page |
| Content value | Performance of the content as an ad | Your ad account results |
Numbers to treat with caution
- Follower count on its own
- Likes, which are easy to inflate
- Total impressions without context
- Any number a creator or agency cannot back with a screenshot
How to make results trackable
- Give each creator their own link with UTM tags: set utm_source to the platform, utm_medium to influencer, utm_campaign to the campaign name and utm_content to the creator, all in lowercase so the data groups cleanly
- Or give each creator a unique discount code, and combine links and codes when you can
- Send people to a dedicated landing page where possible
- Ask creators for insight screenshots after posting
- Note the posting date, so you can compare like with like
When to review
Check early numbers a few days after posting, but judge the campaign two to four weeks later, once views and sales have settled. Compare creators on cost per result, not on follower count. Use what you learn to run a bigger second round. Our startup playbook explains how to run a small pilot and scale it.
What a good report contains
A clear report lists each creator, what they posted, the main results against your goal, what worked and what did not, and a recommendation for the next step. Honest reporting includes the weak results too. That is how we write ours.
Frequently asked questions
What are the most important influencer marketing metrics?
It depends on your goal. For awareness, track views and reach. For interest, track saves, shares and link clicks. For sales, track orders using tracked links or discount codes.
How do I track sales from influencers?
Give each creator a unique link with UTM tags or a unique discount code, and send traffic to a dedicated landing page.
Are likes a good metric?
Likes are a weak signal on their own. Saves, shares, clicks and conversions say more about whether the content worked.
When should I measure results?
Look at early numbers within a few days, but judge the campaign two to four weeks after posting.
Sources
Figures and rules change, so check the sources for the latest. This guide is general information, not legal or financial advice.