How do you measure influencer performance?
Influencer marketing activity is high growth. Between 2020 and 2025 the global market grew from $£10bn to $30bn. Influencer spend is currently heading towards exponential growth and so the figures for 2026 onwards could easily eclipse $40bn within a year.
At the same time, influencer selection criteria, measurement, and evaluation remains basic. One senior agency exec privately referred to the Influencer landscape as “the wild west” of media.
The challenges are:
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Find ways to identify the incremental sales and revenue generated by each influencer
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Explain why one influencer may deliver much higher ROI than another
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Understand how to distribute a budget across multiple influencer partners to maximise ROI.
Let’s explore the main metrics used in Influencer measurement.
Available metrics: Typically, these are borrowed from digital marketing and ecommerce and include:
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Clicks
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Sign-ups
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Sales units
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Revenue per Sale
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Total revenue
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CPA and CPS
Most of these KPIs are available via linked platforms such as Modash and Traakr, and tracking can be enabled using unique URLs, discount code activations, and integrations with ecommerce platforms like Shopify.
Fortunately, alongside individual influencer account tracking there are a number of explanatory variables available that can be used to identify the drivers of influencer sales performance and measure their individual effects. These explanatory variables include:
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Followers
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Likes
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Account Age
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Media Placement Costs
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Impressions (reach)
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CPM
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Creative format
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CTA
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Purchase mechanic
When measurement metrics are combined with explanatory variables we can really understand and manage influencer performance.
Please get in touch to see our Influencer Optimisation approach and how it could help you increase Influencer ROI.
Book a consultation now