EMBiz: How to Track Influencer Campaign Performance

How to Track Influencer Campaign Performance

Laurel Mintz

5 Tips to Track Influencer Marketing Data

Hi, everyone, Laurel Mintz here, CEO of Elevate My Brand and this is EMBiz. Today we're gonna talk about how to track influencer campaign performance.

We’re no longer are we in the wild, Wild West. So it's really important that you track the performance metrics of your influencer campaigns. Now, you certainly can build them one off and track and pay and have big old headache or you can make sure that you are tracking them on platforms that can holistically implement and track these campaigns so that you can do what you do best and not have to worry about this. But here are the, I think five most important things to do to build these influencer campaigns most effectively and track towards success. 

Set metric goals

One set clear goals, make sure you do find what success looks like for your campaign. For example, increasing brand awareness (top of funnel), driving web traffic, increasing your database. So email lists or for example, boosting your sales. So a direct conversion metric, which may or may not be the metric you're really focused on if you were a new or emerging brand, be very careful about sales versus marketing you've heard me say that many, many times. 

Use affiliate links

Two, make sure you're using affiliate links, make sure you're tracking purchases and clicks with very unique links so you can identify which of these influencers in this overall campaign are driving the most sales. This will also help you if you decide you're going to implement an influencer campaign down the road. 

Create reports

Make sure you track impressions and measure the overall reach of your content. Sometimes it's not actually conversion that you should be tracking for at least your first campaign. Again, especially if you are a new and emerging brand, you need to track the overall reach of that engagement and then track towards the conversion at each step along that marketing funnel, monitor that engagement, high engagement indicates a strong audience connection so that you can start to push them down towards that conversion metric down that funnel.

Monitor traffic

The fourth one is observing traffic monitoring website traffic before during and after a campaign and your bonus because I think I said five, I'm gonna add maybe one or two more use promo codes and UTM parameters. So tracking sales and traffic with specific promo codes again, not unlike using affiliate links, making sure that you're tracking towards specific success metrics and not just using the spray and pray model that historically, a lot of brands did.

Ask for the data

And then finally, I would say the last most important thing you can do is ask for analytics data from your influencers. If you're not using a third-party platform request that those influencers share their performance data. 

There's no reason unless they're shady that they should be unwilling to share their traffic data with you so that you can track your influencer influencer campaigns meticulously to maximize your ROI. So make sure you follow us for more marketing tips.