How Do Brands Track Influencer Marketing ROI? 伊人直播 Experts Weigh In

How Do Brands Track Influencer Marketing ROI?

in Influencer Marketing

The power of the influencer isn鈥檛 solely based on their ability to build consumer loyalty. Influencers have a positive impact on your ROI, and you can track that impact to measure your partnership鈥檚 success. Break down the different ways influencers bring attention to your business, and you鈥檒l find that your ROI benefits through more avenues than you鈥檇 expect.

ROI Through Visibility

To pair visibility and its influencer marketing ROI, you鈥檒l need to know ahead of time what your campaign is aiming for. Are you thrusting a new brand into the limelight? Or are you highlighting a new product? Depending on which, you鈥檒l need to target your impressions to different audiences.

That means that when you utilize influencers, you鈥檒l want to partner with someone whose audience matches yours. For example, when D&D Beyond wanted to reach new audiences about its Dungeons and Dragons app (yes, it鈥檚 niche), they reached out to a team of professional Dungeons and Dragons players. The audiences had significant overlap, and as a result, the company could draw in an audience that was already operating in its industry sphere.

ROI Through Engagement, or Cost-Per-Engagement

Cost-per-engagement reflects the dollar amounts businesses can attribute to each 鈥渓ike,鈥� comment, re-pin on Pinterest, views, or click-through of an article that your influencers draw in. When a post generates significant CPE, then the product you鈥檙e advertising 鈥� and the work that your influencer is doing 鈥� draws in influencer marketing ROI.听

You鈥檒l be able to measure the sales that correlate with the campaign and compare them against the engagement that your influencer鈥檚 post received. A resulting positive number 鈥� even if it鈥檚 as low as $0.01 鈥� indicates that your influencer is not only generating money for you, but they鈥檙e saving you money on your marketing campaign.

For example, consider paired commercial at the 2018 Super Bowl. With dozens of reposts on YouTube and the stunning star power of Morgan Freeman and Peter Dinklage, you can bet that both brands 鈥� collaborating, even as they seem to be pitching a brand war 鈥� capitalized on their CPE. When you bring on an influencer of less celebrity standing but equal influence, your own bottom line will be thanking you.

ROI Through Content

Speaking of that difference: the content you create 鈥� and the costs that come along with it 鈥� are going to be less expensive to handle when you don鈥檛 have to negotiate copyright law. That is to say, you鈥檙e less likely to have to negotiate with an Instagram influencer over her image rights than you are with the aforementioned Morgan Freeman. If you work with an aesthetically-oriented influencer, you may not even have to pay out too heavily for a photoshoot.听

Pair negotiable images with the kind of trust an influencer builds among her audience, and your ROI will be looking fairly sound.听

For example, while WWE鈥檚 Xavier Woods career used to be in wrestling, he appeared in to win over gamer audiences as a 鈥済amer grandpa.鈥� While he鈥檚 not an Instagram star, working with Woods鈥� was a good move for Dell鈥檚 ROI. Not only did his previous content bring a new audience to their computers, but revamping his image several years outside of the wrestling ring saved them money in the long-run.

ROI Through Revenue

If you鈥檙e less interested in social currency and more concerned about the brass tacks of your ROI, there are calculable ways to measure an influencer鈥檚 impact on your revenue. CPE exists as a tool to help you measure the power of engagement, but you can utilize Google Analytics and other site-based data calculators to break down the numbers more distinctly.

Track Purchases in Google Analytics

If you use UTM parameters (or tracking URLs), dive into and you鈥檒l find that you can track how many of your purchasing consumers come from an influencer鈥檚 blog or other social media avenue. Much like CPE, you鈥檒l be able to use this statistic to specifically measure the impact of an influencer on your revenue. If you note a bump in your business just after your influencer鈥檚 posted her content, then you may want to invest in a long-term partnership.

Influencer Promo Codes

You鈥檒l also want to take advantage of individualized promo codes that you can share through your influencers. Take Nature Box, for example, and. The McElroys, famous for a number of endeavors but perhaps most recently for their Dungeons and Dragons podcast,, would share weekly promo codes (like naturebox.com/adventurezone) to encourage their listeners to purchase the organization鈥檚 products.

You鈥檒l be able to make note of a promo code as specific as this one in your consumers鈥� purchasing history. As that data comes in, you鈥檒l be able to work your way back down the line to see just how many of your consumers came to your business as a result of your influencer鈥檚 work.

With influencer marketing ROI avenues like visibility, CPE, content, and revenue at your back, there鈥檚 no reason not to invest in influencer marketing. You have the chance to build consumer trust, expand your brand鈥檚 creativity, and double down on your ROI when you do.

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Nancy Rothman

Nancy is a passionate, results-driven marketing executive with more than a decade of experience in building robust integrated marketing programs for brands of all sizes, with specific expertise in the martech space. Prior to 伊人直播, Nancy held roles at four successful martech startups, each of which received multiple series of fundraising and included two acquisitions. At CallRail, specifically, Nancy served as the director of marketing where she built the company鈥檚 brand and established it as a leader in its space. She also held roles at MeetEdgar, where she oversaw the entire sales and marketing practice, increasing the company's user base and annual recurring revenue, as well as PureCars, which was acquired by Raycom Media in 2015. As vice president of marketing for 伊人直播, Nancy is responsible for developing and executing on the company's marketing strategy to drive overall business growth.