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Influencer Marketing KPIs

Learn what metrics should you be concerned when partnering with influencers.

May 24, 2024
Sarthak Ahuja

Comprehensive Guide on Key Performance Indicators (KPIs) for Influencer Marketing Campaigns

Influencer marketing has become a cornerstone strategy for brands aiming to leverage social media's expansive reach. To gauge the effectiveness of these campaigns, it's crucial to measure specific Key Performance Indicators (KPIs). This guide will delve into the most critical KPIs for influencer marketing, helping you track success and optimize your efforts.

This guide will use the Favikon app as a tool to measure and track these KPIs. 

1. Reach and Impressions


Definition: The total number of unique users who have seen your content.

Importance: Reach indicates the potential audience size. A high reach means your message is visible to a broad audience, which is crucial for brand awareness. In this example, the ‘Avg Views’ column indicates the reach of the influencer. This entails that, on average, the posts of influencer Justin Welsh’s will be seen by approximately 59.7k users. 


Definition: The total number of times your content is displayed, regardless of whether it is clicked or not.

Importance: Impressions help gauge the visibility of your content. While it may include repeated views by the same user, it’s a good indicator of content exposure.

2. Engagement Metrics

Likes and Shares

Definition: The number of likes and shares your content receives.

Importance: These metrics reflect audience approval and content virality. High likes and shares suggest that the content resonates with the audience.


Definition: The number of comments on your posts.

Importance: Comments indicate a deeper level of engagement. They can provide insights into audience sentiment and feedback about your brand or product. Likes, shares and comments are grouped as ‘engagement’. The Avg. engagement tab totals the likes, comments and shares to reveal the average trend for the influencer.

Click-Through Rate (CTR)

Definition: The ratio of users who click on a link compared to the total users who view the content.

Importance: CTR measures the effectiveness of your call-to-action (CTA) and the ability to drive traffic to your website or landing page.

3. Conversion Metrics

Conversion Rate

Definition: The percentage of users who take a desired action after clicking through your content (e.g., making a purchase, signing up for a newsletter).

Importance: Conversion rate is a direct measure of your campaign's success in driving profitable customer actions.

Cost Per Conversion (CPC)

Definition: The total cost of your campaign divided by the number of conversions.

Importance: CPC helps evaluate the financial efficiency of your campaign. Lower costs per conversion indicate a more effective use of your budget.

4. Sales and Revenue Metrics

Sales Lift

Definition: The increase in sales attributed to the influencer marketing campaign.

Importance: Sales lift quantifies the direct impact of your campaign on sales, highlighting its effectiveness in driving revenue.

Return on Investment (ROI)

Definition: The revenue generated from your campaign minus the cost, divided by the cost of the campaign.

Importance: ROI provides a comprehensive view of your campaign's profitability. A high ROI indicates a successful campaign with significant financial returns.

5. Audience Growth Metrics

Follower Growth

Definition: The increase in the number of followers on your social media accounts during and after the campaign.

Importance: A growing follower base suggests that the campaign successfully attracts new audience members who are interested in your brand.

Subscriber Growth

Definition: The increase in the number of email or newsletter subscribers.

Importance: Subscriber growth indicates a successful campaign in expanding your potential customer base and improving future engagement opportunities.

6. Content Performance Metrics

Content Shares and Saves

Definition: The number of times your content is shared or saved by users.

Importance: Shares and saves suggest that users find your content valuable and worthy of being saved for later or shared with others, indicating high content quality.

User-Generated Content (UGC)

Definition: Content created by users about your brand, often inspired by your campaign.

Importance: UGC signifies high engagement and organic promotion. It enhances brand credibility and can be leveraged in future marketing efforts.

7. Brand Sentiment

Sentiment Analysis

Definition: The process of analyzing the emotions and opinions expressed in user comments and interactions.

Importance: Understanding brand sentiment helps gauge public perception and identify areas for improvement. Positive sentiment reflects well on your campaign, while negative sentiment indicates issues that need addressing.

Brand Mentions

Definition: The number of times your brand is mentioned across social media and other platforms.

Importance: Frequent brand mentions increase visibility and awareness. Monitoring mentions helps track the spread and impact of your campaign.

8. Influencer-specific metrics

Assessing the credibility and authenticity of the influencer is crucial to the success of the campaign:

  • Authenticity and trust: The authenticity and credibility of the influencer are key factors for the success of the campaign. An authentic and credible influencer is more likely to engage their audience and generate positive results for your campaign. This accounts for suspicious following, managed or manipulated engagement or any other malpractices. Favikon offers authority and influence scores to help you cut down on these calculations and research, saving your time and effort in search of the right partner for your business.


Measuring the right KPIs in your influencer marketing campaigns is crucial for understanding performance and optimizing future efforts. By tracking reach, engagement, conversions, sales, audience growth, content performance, and brand sentiment, you can gain comprehensive insights into your campaign's effectiveness. These metrics will help you refine your strategies, allocate resources more effectively, and ultimately achieve your marketing goals.

Track KPIs easily with Favikon's AI powered profiles

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About the author

Sarthak Ahuja

Sarthak Ahuja is a marketing enthusiast currently contributing to digital marketing strategies at Favikon. An alumnus of ESCP Paris with over 2 years of professional experience, he has held multiple marketing roles across industries. Sarthak's work has been published in journals and websites. He loves to read and write about topics concerning sustainability, business, and marketing. You can find him on LinkedIn and Instagram.