How do you measure influencer performance?
Influencer marketing activity is high growth. Between 2020 and 2025 the global market grew from $£10bn to $30bn. By all accounts it is close to exponential grow and so the figures for 2026 onwards could easily eclipse $40bn. And at the same time selection criteria, measurement and evaluation remains basic, and one senior agency exec privately referred to it as “the wild west” of media.
Available metrics: Typically these area borrowed from digital marketing and ecommerce and include:
- Clicks
- Sign-ups
- Sales units
- Revenue per Sale
- Total revenue
- CPA
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. These include:
- Followers
- Likes
- Account Age
- Media Placement Costs
- Impressions (reach)
- CPM
When combined, we can measure and explain influencer performance. Read more about how we do that here