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What are the most important metrics in influencer marketing?

Important KPIs in influencer marketing

Measuring the success of influencer marketing campaigns is based on clearly defined Key Performance Indicators (KPIs). These metrics enable companies to evaluate influencer performance, calculate the ROI of campaigns, and identify opportunities for optimization. KPIs in influencer marketing can be divided into two main categories:

Performance KPIs – Measure the interactions and reach of a campaign.
Cost KPIs – Help evaluate the efficiency of the campaign from a financial perspective.

Overview of the most important influencer marketing KPIs

Performance KPIs

  • Impressions – Indicates how many times a post was displayed in total.

  • Reach – Number of unique users who saw a post.

  • Engagements – Total number of likes, comments, shares, and saves on a post.

  • Engagement Rate (ER) – Ratio of engagements to the number of followers.

  • Return on Investment (ROI) – Ratio of generated profit to the investment.

Cost KPIs

  • Cost per Click (CPC) – Cost per click on a link in a post or story.

  • Cost per Engagement (CPE) – Cost per interaction (like, comment, share, etc.).

  • Cost per Impression (CPI) – Cost for each individual impression.

  • Cost per Mille (CPM) – Cost per 1,000 people reached.

  • Cost per Reach (CPR) – Cost per person reached.

  • Conversion Rate (CR) – Percentage of users who take a desired action (e.g., purchase, sign-up) after seeing an ad.

  • Click-Through Rate (CTR) – Ratio of clicks to impressions, measuring how effective a post is.

Choosing and interpreting the right KPIs

Depending on campaign objectives, different KPIs are most important:

  • Brand Awareness: Focus on reach, impressions, and engagement rate.

  • Community Building: Engagement rate, likes, and genuine comments are key.

  • Performance Marketing: Conversion rate, CTR, and CPC should be analyzed closely.

The IROIN® Influencer Marketing Suite enables a detailed analysis of all these KPIs, helping brands make data-driven decisions and optimize campaigns. By comparing different influencers, the best partners for a brand can be identified, and campaigns can be managed more strategically.