Influencer Campaign Reports Made Easy With 6 Steps in 2024 (+ Template)

An influencer campaign report is an evaluation tool that provides a detailed analysis of your campaign performance. Without one, it’s hard to know what parts of your campaign worked and what parts didn’t.

By examining business metrics like ROI and sales, or vanity metrics such as reach, likes, engagement, and shares, the report can offer insights into how well your campaign met its objectives, identify successful content types, content creators, and social platforms, and help you refine your approach to future influencer campaigns.

Here, we’ll show you the key elements of influencer campaign reporting and provide a handful of best practices.

The 6 essentials of an influencer marketing campaign report

1. Performance

When creating your influencer marketing report, start by analyzing your performance metrics. How much each influencer help you reach the overall campaign objective?

Focus on metrics that align with your campaign’s goal(s). For example:

Awareness Campaigns

If your goal is to increase brand awareness, track metrics to show the number of people who potentially saw and engaged with the content. These include:

• Impressions

• Reach

• Views

• Likes

Sales-Focused Campaigns

If your goal is to sell more products, choose a conversion-related goal:

• Click thru rate

• Conversion rate

• Unique coupon code usage

• CPA (cost per acquisition): how much you paid an influencer divided by the number of code redemptions generated by that influencer

• Revenue

• ROI

Content Production

If your goal is to produce a variety of creative assets to feed into paid social ads, the metrics are completely different:

• Number of influencers invited

• Opt-in rate (the percent of invited influencers who agree to receive free product)

• Take rate or Post rate (the percent of influencers who shared content after receiving free product)

• Number of pieces of media produced

• Number of creative assets with content rights

Learn more about content production from Kynship.co, a performance marketing agency.

2. Content insights

Highlight the social media content that generated the most impact. Look for commonalities. What do you notice that can be shared with influencers to inspire all of them to perform better for your brand?

-Is there a trend that is working well?

-Does product-focused content perform better than influencer-focused?

-Does video work better than images?

-What length of video works best?

-What hooks work well?

-What CTAs work well?

-What does not work? (Share that too!)

-Do micro-influencers perform better than macro influencers?

Tip: When you start to work with dozens of influencers, having a tool that allows you to sort by different metrics and see your top performing media inside the platform can help you quickly see the content types and characteristics that perform best.

3. Influencer performance and insights

When you’re investing in a pool of influencers, you want to know how they perform individually. It's helpful to know an influencer's strengths: Are they good at driving awareness? Or driving conversions? Does their content perform well in paid ads? Which objectives can they help you reach? Should you continue working with them?

Once influencers show their love for the brand by sharing content, Cody Wittick of Kynship recommends inviting them into your affiliate program.

4. Social platform performance

Each social media platform has a unique algorithm and unique audience demographics. What works well on Instagram might not work as well on TikTok, and vice versa.

Not sure where to start? Let's take a lesson from Lily Comba, who grew Seed's paid influencer program to $100M influencer revenue.

Comba started Seed's influencer partner program using Instagram Stories and Youtube. She does not recommend starting with Reels, posts or anything "in feed" until you have a well-established program. "You're not going to see a return on Reels and posts because there's nothing clickable," explains Comba.

If you’re planning to launch a multi-channel influencer campaign, track performance by platform to help you understand which channel(s) drive the best results.

5. Metrics and KPIs

Before you launch your influencer marketing campaign, decide on a couple of core metrics to focus on (again, these should tie directly into your goals and objectives). Some of these metrics include:

• Cost per acquisition (CPA). How much does each new follower or lead cost?

• Conversion rate. How many people take the action you want them to take?

• Engagement rate. How many likes, comments, shares, and saves are you getting?

• Click-through rate (CTR). How many people swipe up or click through to your website or shop?

• Number of content assets produced How many unique images and videos were shared with the brand?

• Cost per thousand impressions (CPM). How much does it cost to reach 1,000 social media users?

For example, if your campaign’s goal is to get more conversions, then metrics like CPA, CTR, and conversion rates make more sense.

If your plan is to use the influencer content for paid ads to drive down CAC (Customer Acquisition Cost), then the number of assets produced is your north star.

6. Key learnings and next steps

When wrapping up your influencer marketing campaign report, don’t cut and run without takeaways.

Note key findings from the data you’ve analyzed and capture your hypotheses for future test ideas.

Include what went well, what didn’t, why, and how you want to move forward. Influencer marketing moves at a fast pace—the key is to test, measure, learn, and pivot fast so you continue to improve with every campaign.

How to measure influencer marketing campaigns

1. Determine who it’s for

Who are you creating this report for? Is it for the marketing team? Senior management? External stakeholders? This will help you customize the report’s flow, language, and detail level accordingly.

• For internal stakeholders — focus on the campaign’s alignment with the company’s marketing strategy and business goals. Add more information about the campaign’s strengths, weaknesses, and areas of improvement. If its for the CFO, speak the language finance people love to hear: CPA, effective CPM, sales lift, or actual ROI.

• For clients or external partners — include metrics that align with their goals. Find out what metrics are important to them.

• For the marketing team — start with an overview of the campaign, performance metrics, influencer performance, and audience insights to initiate a discussion. Encourage open communication and feedback during the meeting to gather insights and ideas from the team. Plus, note any insights, test results, hypotheses, and recommendations for what to test next.

2. Set clear goals and objectives

Be specific when setting goals.

Lily Comba's KPI for Seed's influencer affiliate program was a CPA of less than $100.

Instead of a vague statement like, “Increase brand awareness,” use a SMART goal like, “Increase overall impressions by 15% within the next two months.” Refer back to these goals and objectives when creating your campaign report.

3. Choose relevant metrics and benchmarks

The set of metrics you choose should be directly tied to the goals you set earlier. Consider the social media platform you’re targeting and the specific goals of this campaign. For example, if the primary goal is to increase sales, then conversion rate and ROI are more relevant than reach or engagement.

Once you decide on your metrics, think about industry benchmarks to add context to those metrics. If you report your campaign had a 3% conversion rate, is that good? What was it the last time? What's the industry average?

4. Gather data

The data you add to the report will form the basis of your analysis. Start by identifying the data sources you’ll need to collect information from. This may include:

• Social media platforms. Most social media platforms have native analytics tools that help you find data about reach, engagement, and audience demographics.

• Influencer reports. Many influencers provide performance reports, which can include additional data points such as story views, save rates, and audience demographics.

• Google Analytics. If the campaign has links to a website or landing page, Google Analytics can help you with data on traffic, conversions, and bounce rates.

• Influencer management tools. MightyScout is an influencer marketing tool that brings campaign monitoring, reporting, and analytics together in one place. You can see numbers like sales, impressions, reach, clicks, and ROI from influencer campaigns, making it easier for you to collect data for your report. Unlike most influencer marketing platforms, MightyScout captures metrics and content from "unpaid" influencers (e.g., applicable for product gifting, seeding, and influencer events).

Once you’ve collected data, organize it in a clear and accessible format, such as a spreadsheet or dashboard. This will make it easier to visualize and analyze the data further, helping you identify patterns and trends.

5. Analyze influencer marketing performance

The next step is to create your report. This includes interpreting the data, identifying relevant trends, and drawing takeaways.

Compare actual performance to your goals. Did you meet, exceed, or fall short?

Note any external factors that may have impacted your results. This may include: social media algorithm changes, an economic downturn, a worldwide pandemic, or competitive activity.

Mention internal campaign or product challenges that impacted the results: - Did you have trouble recruiting influencers? - Did influencers have trouble obtaining the product? - Did the product arrive damaged?
- Was the product not well-accepted (e.g., new flavor not liked, apparel did not fit)? - Was the campaign delayed causing influencers not to receive their product gift on time? - Did the campaign timing affect the influencer participation (e.g., too close to Christmas)? - Is your report inaccurate (e.g., trouble tracking all of the influencers posts, missing data)?

6. Create a campaign evaluation

A campaign evaluation should include:

• Key findings

• Insights

• Recommendations from the data analysis

Present your data clearly and concisely. Use visuals to highlight key data points and structure the report in a logical and easy-to-follow format. Remember, the report shouldn’t just share the campaign’s value, it should also serve as a strategic tool for future marketing efforts. Document learnings and recommendations after each campaign.

Influencer campaign report template example

Download it here.

1. Overview

Start with a summary of the campaign objectives and key highlights. Include the campaign duration, list of influencers, and key objectives.

2. Objectives

Include the specific goals of your influencer campaigns and make sure they align with your broader marketing strategy.

3. Top performers

Highlight the influencers and user-generated content pieces that performed best. Mention any commonalities among the top performers. Likewise, note what to avoid from your learnings about the bottom performers.

4. Campaign performance

Include a detailed analysis of the campaign’s performance metrics and outcomes using solid data wherever possible.

5. Insights

Share qualitative data, such as audience feedback and content analysis, to complement the quantitative data.

FAQ

How do I report on an influencer campaign?

Here’s how influencer campaign reporting works:

• Start by setting clear objectives and key performance indicators (KPIs) that align with your brand’s goals.

• Track relevant metrics throughout the campaign.

• Gather data from social media or influencer marketing platforms to analyze the data of the campaign’s performance against set objectives.

• Create a comprehensive report that includes an executive summary, campaign overview, performance metrics, influencer insights, and recommendations for future improvements.

How do you write an influencer report?

When reporting on your influencer campaigns, start with an executive summary that provides an overview of the campaign’s objectives, KPIs, and overall performance. Follow this with a detailed campaign description, including the influencers involved, content strategy, and timeline.

Present the key performance metrics using data and compare them to industry benchmarks and campaign objectives.

How do you structure a campaign report?

Structure your report in the following way:

• Overview

• Objectives

• Top performers

• Campaign performance

• Content Insights

• Relevant metrics and KPIs

• Takeaways

How do you analyze your influencer marketing efforts?

• Start by reviewing the campaign objectives and metrics to understand the goals and context.

• Analyze the performance metrics, comparing them to industry benchmarks and campaign goals.

• Evaluate the performance of each influencer, considering their reach, engagement, content quality, and audience alignment.

• Analyze the effectiveness of different content types and social media platforms. Also, note the campaign’s strengths and weaknesses and areas for improvement.

Need a helping hand with your influencer campaigns?

It can be difficult to monitor and analyze every single data point of an influencer marketing campaign—especially if you’re new to it all. But you don’t have to juggle it all by yourself.

Invest in influencer marketing software like MightyScout, which acts as a centralized database for every possible data point you need to create a comprehensive report.

Schedule a demo with us today. We’ll show you how to level up your influencer campaigns.