Measurement
How to build an influencer marketing measurement plan
Choose the question you need the campaign report to answer, then agree the measures and data required. Record the definitions, reporting period and limitations before launch so everyone reads the results on the same basis.
Match the evidence to the question
Choose a primary measure that fits the campaign objective. Use supporting measures to explain the result. Keep these kinds of evidence distinct:
Scroll the table sideways to compare all columns.
| Question | Useful evidence | What it does not establish alone |
|---|---|---|
| Did the work run? | Published assets, delivery dates, impressions | A change in attitudes or sales |
| How did people respond? | Views, engagement, clicks | Incremental commercial impact |
| Did brand perceptions differ? | An appropriately designed brand lift study | Recorded purchases |
| What commercial activity was recorded? | Tracked orders, leads or codes | How much would have happened without the campaign |
Write down the metric definitions
For engagement rate, name the interactions included and the denominator, such as followers, reach or impressions. For views, record the platform and its definition.
For leads, separate a form submission from a qualified enquiry. Confirm the qualification rule, included channels and reporting window. Record tracking gaps or exclusions.
Choose a relevant comparison
If you compare an earlier campaign, check the objective, audience, formats and measurement method. Note differences that may affect the comparison.
For a benchmark, request the source, period, sample and metric definition. Avoid treating an average without that context as evidence for your campaign.
Separate attribution from incremental outcomes
A tracked order associates a purchase with a link, code or another attribution rule. State the rule and lookback window used in the report.
Incrementality asks what changed because of the campaign. Google’s lift-study documentation describes treatment and control comparisons for that purpose. This is a methodology reference, not evidence that a particular Beatly campaign used that design.
Agree the reporting and review dates
Set the data collection period and review dates around the measurement plan. Confirm who supplies the data and who reviews it. Avoid assuming the same reporting window suits every metric.
Name the decision the review should inform, such as a creative test or a change to the next brief. If new information changes the plan, record the change.
Keep the evidence and open questions together
Bring the results and remaining questions into the next campaign discussion. A report should identify:
- The objective, dates and delivered scope.
- Sources and definitions for the reported metrics.
- Tracking gaps, exclusions and comparison limits.
- Method and uncertainty for any agreed lift study.
- The next question to test and the evidence needed.
Sources
Further reading on the measurement concepts in this guide. Platform documentation describes that platform’s methodology.
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