architectural photography of red wooden tori gate

HOW TO MEASURE THE SUCCESS OF YOUR INFLUENCER CAMPAIGN: ANALYZING KPIS AND ROI

Promottoo

6/5/20242 min read

Did you know that you can analyze metrics with precision using UTM codes?

Influencer Marketing is all about using popular social media personalities to promote products. But just launching a campaign isn't enough – you need to know if it's working. That's where review results come in. They help you figure out if your campaign is reaching people and making money. By looking at key numbers like engagement and return on investment, these reviews tell you if your influencer marketing is paying off. Let's break down what review results mean by analyzing key performance indicators (KPIs) and determining the return on investment (ROI).

Example:

1. Analyze Metrics:

- Track engagement rates (likes, comments, shares), follower growth, website traffic, and sales conversions.
- Use UTM codes (Urchin Tracking Module) to track and attribute website traffic and conversions to specific influencers and posts.

2. UTM Codes:

- UTM codes are custom URL parameters that help you track the performance of campaigns across different traffic sources.
- Add UTM parameters to the links shared by influencers to monitor the effectiveness of their posts.

Creating UTM Codes:

1. Source: Identifies the source of the traffic (e.g., instagram, youtube).
2. Medium: Identifies the marketing medium (e.g., social, influencer).
3. Campaign: Identifies the specific campaign (e.g., summer_sale, product_launch).
4. Content: (Optional) Differentiates various content or ads within the same campaign (e.g., post1, story).
5. Term: (Optional) Used for paid search to identify keywords.

Implementation:
- Provide each influencer with a unique UTM-coded link to include in their posts.
- Use Google Analytics or another analytics platform to track the performance of these links.

Review and Analyze:
- Traffic and Conversions: Identify which influencer drove the most traffic and conversions to your website.
- Engagement: Compare the engagement metrics across different influencers to determine the most effective content and partnerships.
- ROI Calculation: Calculate the return on investment by comparing the revenue generated from the campaign to the total cost.

By incorporating UTM codes, you can gain detailed insights into the effectiveness of each influencer's contribution to your campaign, enabling more precise measurement and optimization of future influencer marketing efforts.

Subscribe to our newsletter for more!

Get Marketing Tips & Tricks - its free!