13 Influencer Marketing Metrics to Track Campaign Success

Influencer marketing metrics are measurable indicators that help brands track how well their influencer campaigns are performing. Key influencer marketing metrics to track campaign success include reach and impressions, engagement rate and cost per engagement, follower growth rate, and brand mentions along with hashtag usage.

Key performance indicators (KPIs) show how well your influencer program is performing and how many business goals it has reached. Many businesses track these KPIs to understand how influencer content brings more awareness, traffic, conversions, and sales.

You can identify high-performing tactics, optimize underperforming areas, and check if your influencer partnerships are generating maximum value by consistently monitoring influencer marketing metrics.

Many top brands work with influencer marketing agencies like Upfluence, Socially Powerful, and Traackr to track their influencer campaigns, as these platforms provide expert analytics, professional tools, smarter insights, and unbiased reporting.

Top 13 influencer marketing metrics to track campaign success are given below.

1. Reach and impressions
2. Engagement and cost per engagement
3. Follower growth rate
4. Brand mentions and hashtag use
5. Social media share compared to competitors
6. Website traffic from influencers
7. Story views and interactions
8. Conversions (sales, sign-ups, downloads)
9. Return on investment (ROI)
10. Usage of discount codes and affiliate links
11. Sentiment analysis of comments (positive or negative)
12. Increase in brand searches
13. Earned media value (including press coverage)

1. Reach and Impressions

Reach refers to the number of unique people who viewed your content, while impressions represent the total number of times your content was displayed, regardless of whether the same person saw it multiple times. Tracking both metrics tells you how wide your message spreads and how often it is being seen. Analyzing reach and impressions together can help you check your brand visibility, identify high-exposure content, and refine your influencer marketing strategy to target similar audience segments more effectively.

According to the research report Influencer Marketing Effectiveness: Metrics, Risks, and Best Practices by Dr. Dinesh Gabhane, metrics such as reach, impressions, and conversion rates are among the most widely used indicators for quantifying the impact and effectiveness of influencer marketing campaigns.

2. Engagement and Cost Per Engagement

Engagement and cost per engagement refer to how the audiences who viewed your content actually respond to it through likes, comments, and shares, and how much each interaction costs. A high engagement rate shows the audience is interested, while a low engagement rate shows that the content is not connecting.

Tracking engagement metrics helps brands identify which content works best and manage costs more effectively, so campaigns generate strong interactions without overspending.

3. Follower Growth Rate

Follower growth rate is the measure of how quickly your audience grows during an influencer marketing campaign. A steady rise in follower growth rate means the influencers are helping your brand build a stronger community. Follower growth metric also helps spot which partnerships bring in the most loyal followers.

Tracking follower growth rate helps businesses identify which influencer partnerships contribute most to customer growth. According to 25 Instagram Statistics You Need to Know in 2025 by Tamilore Oladipo (Socialinsider, 2025), accounts with 1k to 5k followers had an average growth of 38%, accounts with 5k to 10k followers grew by 35%, and accounts with 10k to 50k followers showed a 33.8% growth.

4. Brand Mentions and Hashtag Use

Brand mentions and hashtag use mean how many times your brand is being talked about online and how many people use your branded hashtag. These mentions and hashtags are clear signals of how much attention your influencer campaigns are generating and tracking them helps you measure awareness and community involvement.

It is important to track the number of brand mentions and hashtag usage as it can help you understand how strong your brand’s name has become through your influencer marketing campaign. The use of hashtags results in higher consumer engagement rates with over 50% growth per post, according to research titled Digital Methods for Hashtag Engagement Research by Janna Joceli Omena.

5. Social Media Share Compared to Competitors

Social media share shows how visible your brand is in the industry by measuring how often people mention, engage with, or talk about it on social platforms compared to competitors. A higher share on social media means your influencer campaigns are reaching more people and building stronger visibility than theirs. A lower share suggests competitors are more dominant.

Tracking social media shares shows whether your influencer campaigns are competitive enough, and helps identify ways to gain an edge with stronger content and creator partnerships.

6. Website Traffic From Influencers

Website traffic from influencers measures how many people visit your website after clicking on the influencer’s sponsored posts or affiliate link. An increase in site visits means the influencer is driving real interest toward your brand and it is a good sign of a future increase in sales.

Website traffic, referral visits and sponsored post interactions are important to track as they help you check whether the influencer marketing campaigns are only building awareness or also guiding people to take the next step toward purchase.

7. Story Views and Interactions

Story views are the number of people who viewed the Instagram, TikTok, or Facebook stories that the influencer posted and interactions refer to how many engaged with them through replies, shares, or swipe-ups. Influencer Social Media Platforms like Instagram give you details on total story views, the percentage of followers who watched, and who watched the full story.

These story views and interactions are valuable for brands because stories appear at the top of feeds and feel more personal than regular posts. Stories are a great way for brands to engage with their audience and reiterate their brand values on Instagram, according to Meltwater’s research The Power of Instagram Stories: A Marketer’s Guide.

8. Conversions (Sales, Sign-ups, Downloads)

Conversions refer to the number of people who took action after seeing influencer content, such as buying a product, signing up for a newsletter, visiting a website, or downloading an app. The best way to measure conversions is by comparing sales before, during, and after the campaign to identify changes directly linked to influencer activity.

Conversions are one of the most important metrics because they tie campaigns directly to revenue. According to DriftLead, the overall average conversion rate across all objectives is 1 to 2%, while top-performing influencer campaigns may reach 3% or higher (26 Instagram Stats You Need to Know for 2025 by Jacqueline Zote).

9. Return on Investment (ROI)

Return on investment (ROI) refers to the amount of profit your influencer campaign generates compared to how much you spent on it. A high ROI means the campaign is efficient and profitable, while a low ROI signals that some of the money is being wasted.

It is important to measure your ROI because it tells brands if the influencer marketing campaign is really paying off or not. Brands get $4.12 for every $1 spent on influencer campaigns on Instagram, according to research titled Influencer marketing statistics to know in 2025 by Amy Burchill.

10. Discount Codes and Affiliate Links

The usage of discount codes and affiliate links measures how many people redeemed a code or purchased a product through a special influencer link. Many businesses and brands reward and build long-term loyalty with the influencer if they bring in a high number of affiliate link clicks.

Discount codes and affiliate links make it easy to track conversions directly and reward influencers who perform well. Businesses use these tools to measure loyalty and decide which influencers to keep for long-term partnerships.

11. Sentiment Analysis of Comments (Positive or Negative)

Sentiment analysis of comments involves checking if the comments on influencer content are positive, neutral, or negative. Positive feedback shows that the audience trusts and supports your brand, while negative comments reveal issues that may need fixing.

Doing a sentiment analysis of the comments on influencer posts gives you a clearer picture of customer perception and helps you adjust messaging to better connect with your audience. You can also get important information regarding customer opinions and fix any issues that they might be facing.

12. Increase in Brand Searches

An increase in brand searches indicates how many more people searched for your brand on Google or other search engines after an influencer campaign. A growth in search shows that influencer content is sparking curiosity and driving potential customers to learn more.

According to SproutSocial’s 2025 guide What is Influencer Marketing: An Influencer Strategy Guide, nearly 49% of consumers make purchases at least once a month because of influencer posts. This demonstrates how influencer campaigns not only drive sales but also increase brand searches and visibility.

13. Earned Media Value (Including Press Coverage)

Earned media value refers to the value of free publicity your campaign gets, like press coverage, reposts, or viral buzz. It can be compared to how much it would cost if you had to pay for the same reach, like using paid ads. It is recommended to use earned media value along with other metrics like conversions and ROI to get a more accurate estimate.

Tracking the earned media value is a simple way to measure how much value your influencer campaigns are creating and what level of organic reach your brand is getting. Influencers collectively created 1.4 billion posts, generating $236 billion in Earned Media Value (EMV) in 2024, according to a report titled Influencer Marketing Benchmark Report 2025 by Influencer Marketing Hub.

What are Influencer Marketing KPIs?

Influencer marketing KPIs (key performance indicators) are metrics that show how well a campaign is achieving a brand’s goals such as awareness, engagement, and conversions. Common influencer KPIs include engagement rate, ROI, and sales, and each one of them is valuable to track campaign performance.

Influencer marketing KPIs work by studying different types of data like reach, impressions, engagement rates, website traffic, and sales. This data helps brands measure the performance of individual influencers, compare one influencer campaign to another, and adjust strategies so that future campaigns achieve stronger returns.

How Important is Measuring in Influencer Marketing?

Measuring is highly important in influencer marketing because it uses different analytics like reach, impressions and clicks to show the value of success for brands. It helps brands and businesses understand the impact of the influencer marketing campaign, the audience reach, and the generated ROI. It also helps businesses see which influencers drive the most engagement, sales, or traffic.

How to Analyze Influencer Marketing for Small Businesses?

To analyze influencer marketing for small businesses, track core metrics such as reach, engagement, traffic, and conversions to measure campaign impact on growth and sales. The analysis should also include checking influencer marketing KPIs like follower growth, cost per engagement, and ROI for a small e-commerce store or service-based business.

How to Analyze Influencer Marketing for E-commerce Stores?

To analyze influencer marketing for e‑commerce stores, you need to track metrics like traffic, engagement, and e‑commerce conversion rate to measure the sales impact and influencer marketing campaign success. You should also check ROI, customer acquisition costs, and average order value using software service tools for help.

How to Analyze Influencer Marketing for SaaS Companies?

To analyze influencer marketing for SaaS companies, you should track the number of sign‑ups, free trials, and paid conversions that were brought by SaaS influencers to see how well the influencer marketing campaigns bring customers. SaaS brands should also measure website traffic from influencer links, demo requests, and user retention.

What are the Best Tools to Track Influencer Marketing Metrics?

The best tools to track influencer marketing metrics are Modash, HypeAuditor, IQfluence, and Traackr because they help marketers monitor influencer posts across multiple social media channels, assess engagement and ROI, detect fake followers, and streamline outreach and campaign workflows.

Some of the best tools to track influencer marketing are described below.

• Modash: Modash tracks influencer audiences and engagement rates, and also offers fake follower detection to help brands reach real people and attract audiences.

• HypeAuditor: HypeAuditor uses AI to analyze different influencer marketing KPIs and gives insights on ad view count, reach, and engagement.

• IQfluence: IQfluence is an influencer marketing tool and platform that helps find influencers, manage influencer campaigns, and measure return on investment (ROI) easily.

• Traakcr: Traakcr is a tool that focuses on influencer marketing analytics and provides share of voice tracking, influencer marketing campaign return on investment (ROI), and cost per engagement metrics.

What is the CPM Benchmark for Influencer Marketing?

The CPM (cost per mille) benchmark for influencer marketing is the cost per mille (CPM), which refers to the price for 1,000 ad views. A good range of CPM is considered to be between $5 and $15 for Instagram, $3 and $10 for TikTok, $10 and $30 for YouTube, $5 and $12 for Facebook, $6 and $15 for Twitter, and around $20.27 for LinkedIn.

How is CPA Calculated in Influencer Marketing?

CPA (cost per action or cost per acquisition) is calculated in influencer marketing by deciding the action, tracking the total cost, measuring the conversions, applying the CPA formula, and comparing with industry benchmarks.

The steps to calculate CPA in influencer marketing are described below.

1. Decide the action by determining what type of conversion you want, such as a purchase, app download, or newsletter sign-up.
2. Track the total cost by calculating all expenses for the influencer campaign, including influencer fees, product samples, shipping, and management costs.
3. Measure the conversions using tools, affiliate links, or tracking codes to count each desired action completed by the audience influenced by the campaign.
4. Apply the CPA formula by dividing the total campaign cost by the total number of conversions to find your cost per acquisition.
5. Compare your CPA value with industry benchmarks to assess whether it is competitive within your niche and on your chosen platform.

What are the Challenges of Analyzing Influencer Marketing Alone?

The challenges of analyzing influencer marketing alone are described below.

• Limited Data Access: Limited data access means that many influencers do not share the full analytics, which makes it hard to measure the accurate reach and engagement.

• Tracking Accuracy Issues: Tracking accuracy issues mean that analyzing the influencer marketing statistics alone can easily cause you to miss some conversions, link clicks, and discount code usages.

• Difficulty in Measuring ROI: Difficulty in measuring ROI can occur as it is challenging to find a relation between influencer activity directly and revenue or customer growth without a team or professional tools.

• Platform Differences: Platform differences refer to the distinct ways each platform, like TikTok, Instagram, and YouTube, track their metrics, which makes it hard to make comparisons accurately.

When Should Influencer Marketing be Outsourced for Better Tracking?

Influencer marketing should be outsourced for better tracking when influencer marketing campaigns become too complex to track alone or when accurate data becomes difficult to find. Influencer marketing agencies like Socially Powerful provide expert tools, in-depth analytics, and insights that make sure nothing important is overlooked. The professional support helps brands track conversions, ROI, and even brand mentions with greater accuracy which makes influencer marketing campaigns more profitable.