How to Track Influencer Analytics

If you’re new to influencer marketing, you may be wondering how to track influencer analytics to determine if your first campaign is a success.

Your performance insights will come from a variety of sources, depending on the influencer marketing tools you’ve invested in and where you’ll be hosting your campaign, including but not limited to:

• Google Analytics (including Google Tag Manager)
• Meta Business Suite (Facebook and Instagram analytics)
• YouTube Analytics
• TikTok Analytics
• Social listening

If you plan to measure your first influencer marketing campaign manually, keep in mind that there are influencer marketing platforms, like IZEA’s Flex, available to make measuring influencer analytics faster, easier, and more effective. Many of these tools offer tiered-plan options to ensure that brands, both big and small, only pay for what they need.

In the meantime, consider these top influencer analytics tools to measure the performance of your campaign.

Reach

In influencer campaigns, reach is measured by the number of unique viewers who saw your content.

Don’t assume that partnering with an influencer with many followers will ensure a successful campaign. Although reach is significant, engagement is a far more telling metric when determining return on investment, especially once you start calculating the cost of partnering with mega or celeb influencers — some of whom charge brands $1 million per post.

How to track it: If you’re not using an all-in-one influencer marketing platform with dashboard campaign analytics, you can ask the influencer to supply you with the reach included in their social media platform’s results, such as Instagram influencer metrics.   

Impressions

Impressions indicate the number of times the content was displayed in a timeline or feed, regardless it was seen multiple times by the same person. 

Knowing that someone viewed the influencer’s content multiple times could indicate that they are highly engaged and interested in your content.

How to track it: You can ask the influencer to supply you with the impressions in their social media platform’s results.   

Audience engagement

Add the total of likes, shares, comments, and click-throughs, then divide by the number of impressions to calculate the engagement rate. 

You’ll want to consider the engagement rate as it relates to the size of the influencer’s audience. Influencers with smaller followings, including nano-influencers (under 10K followers) and micro-influencers (10K-50K followers) tend to have a higher level of engagement than mega and celeb influencers.

How to track it: You can ask the influencer to provide the total number of interactions, which is included in their social media platform’s results. Then divide that number by their total number of followers and multiply the answer by 100 to get the audience engagement rate.

Audience growth rate

Comparing your brand’s number of followers before and immediately after an influencer campaign will help you determine your audience growth rate. 

The better aligned the influencer’s followers are with your brand’s target audience, the more likely you’ll see increased audience growth around your campaign’s post schedules.

How to track it: Choose a single post or a period of time reflecting the campaign on a single platform. Calculate your audience growth rate by dividing the number of new followers gained by your brand’s total number of followers on that platform. Multiply the answer by 100% to calculate your audience growth rate percentage.   

Website traffic 

What do you want the influencer’s followers to do upon seeing your brand’s content? Download an app? Visit your e-commerce store? Sign up for a webinar or free trial? Your influencer campaigns should always include a call to action (CTA) to drive audiences to complete a task, whether that’s buying something with a trackable link, requesting more information, or reading the FAQs on your website. 

How to track it: Google Analytics is a free marketing tool that provides detailed information about social traffic and conversions. You’ll know how much traffic came to your site, including individual page traffic, where it came from, and whether it came from a desktop or mobile device.

Conversions from influencer Campaigns

Does your marketing team get credit for influencer campaign-driven sales? The best way to justify your marketing budget and help determine the ROI of your influencer marketing efforts is to use trackable links from your campaign to trace the customers’ journey from start to finish.

How to track it: Google Analytics can tell you the number of leads that converted from your influencer campaign. Be sure to set up Google Tag Manager, which will help you send data on conversions to Google Analytics. 

Revenue generated

Knowing your influencer campaign resulted in direct sales is great, but being able to calculate the amount of revenue generated for the brand is better. 

How to track it: If you’re not using automated software to track these metrics, you can ask the influencer to share some of the data collected by the platform’s analytics or use traffic data from Google Analytics. Be forewarned: crunching the numbers manually to determine ROI can be tedious and confusing. If you plan to implement influencer marketing in the future, it’s worth investing in an influencer marketing automation tool, like IZEA Flex, to get everything you need in one place.

Brand mentions

Correlating each influencer post with more mentions of your brand is incredibly useful for determining the campaign’s effectiveness.

How to track it: Use a multi-platform social monitoring tool to find out who has started talking about your brand since the campaign’s launch, what they’re saying, and where they’re saying it.

Learning how to track influencer marketing campaigns can be a challenge, especially if you’re relying on a combination of influencer-provided metrics and stats from your brand’s Google Analytics platform. If influencer marketing is part of your regular marketing cadence, an influencer marketing platform can help you measure campaigns with ease.  

Get Started

Influencers: Are you looking to partner with industry-leading brands? Create a free profile today.

Marketers: The world’s biggest brands trust IZEA’s influencer marketing software and managed solutions. Find out which solution is right for you.