Influencer campaign reports made easy with 6 steps (+ 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 scrutinizing metrics such as reach, engagement, conversions, and return on investment (ROI), the report can offer insights into how well your campaign met its objectives, highlight successful content types, 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 you’re creating your influencer marketing report, start by analyzing your performance metrics. This will tell you how much each influencer or their content has helped you reach the overall campaign objective.

The metrics you choose to track depend upon your campaign’s goal(s).

Awareness Campaigns If your goal is to increase brand awareness, you may focus on indicators of the number of people who potentially saw and engaged with the content. Commonly tracked metrics for this use case include:

• Impressions

• Reach

• Engagement rates

Sales-Focused Campaigns If your campaign aims to sell more products from your latest line, you might choose to focus on conversions.

• Click thru rate

• Conversion rate

• ROI

Creative Assets For Paid Social Campaigns If your campaign goal is to produce a large number of unique creative assets to feed into paid social ad campaigns, the metrics are completely different.

The important metrics for this goal are:

• Number of influencers invited

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

• Post rate (the percent of influencers who posted after receiving free product)

• Number of pieces of media produced

• Number of creative assets with content rights

Cody Wittick of Kynship, an influencer and performance marketing agency, offers influencer product seeding campaigns for his clients to scale up the number of creative assets. The creative content is then fed into paid social ads to reduce Customer Acquisition Cost (CAC).

2. Content insights

Understanding the type of content that resonates best with your target audience is great fodder for future influencer marketing campaigns. Content insights in a campaign report highlight the posts that generated the most impressions, engagement, or conversions.

Start jotting down things like the number of posts, video views, engagements, impressions, reach, and estimated reach for each influencer. You can then use this information to decode which influencer performed best.

For example, if you’re a new brand, you might find that working with micro-influencers is your best bet for conversions. However, if you want to increase brand awareness, then working with macro-influencers can put your brand on the map.

Beyond that, look for commonalities within the content that is performing best. What do you notice that can be shared with influencers to inspire all of them to perform better for your brand?

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 tool 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 who did the best job. Assessing individual influencer performance helps you determine their impact on the campaign and decide whether you’ll continue working with them.

How can you continue working with your best influencers? Once influencers show their love by posting about your brand, 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.

If you’ve launched or are planning to launch a multichannel influencer campaign, evaluating performance across different platforms lets you tailor your content strategy accordingly. This will help you understand where your target audience is most active and which channels drive the best results.

Let’s say you’re a fashion brand for Gen Z teenagers and know that your audience mostly hangs out on TikTok and Instagram. You can get into specifics like whether your audience engages more with Instagram Stories or Reels, or whether they prefer short or long videos on TikTok. This data will help you optimize your future campaigns by highlighting your top channels and the content that performs best on each channel.

Kiah Zellner-Smith, Multimedia Marketing Manager at IES Abroad, a study abroad program for college students, has tested both Instagram and TikTok. She shared that TikTok drives the most interest for the college-aged students she targets.

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 you?

• Conversion rate. How many people actually go on to 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?

• Number of content assets produced

• Cost per thousand impressions (CPM). How much does it cost you 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 feed influencer content into paid ads to drive down CAC, 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 leaving any takeaways.

Note down key findings from the data you’ve analyzed. Include what went well, what didn’t, why, and how you want to move forward. Influencer marketing moves at a very fast pace—the key here is to test, measure, 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 overall marketing strategy, budget allocation, and ROI. Add more information about the campaign’s strengths, weaknesses, and areas of improvement.

• For clients or external partners — include metrics that align with their goals. (e.g., reach, conversions, and engagement rates). Connect all the metrics to showcase how these contributed to the overall goals.

• 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 (e.g., lifestyle influencers outperformed beauty influencers), hypotheses, and recommendations for what to test the next time (try more lifestyle influencers in the next campaign and test some wellness influencers).

2. Set clear goals and objectives

When setting goals, follow the SMART framework:

• Specific

• Measurable

• Achievable

• Relevant

• Time-bound

For example, instead of a vague statement like, “Increase brand awareness,” use a SMART goal like, “Increase overall impressions by 15% within the next two months.” While you’re creating the campaign report, refer back to these goals and objectives for context.

Or, for a product seeding campaign, increase the number of posts produced by 10% over the next two campaigns by improving the outreach message and targeting more lifestyle influencers.

3. Choose relevant metrics

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. This will help you compare the campaign’s performance to similar campaigns in the past.

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 campaigns.

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

Once you’ve organized the data, the next step is to create your report. This includes interpreting the data, identifying relevant trends, and drawing takeaways.

Start by comparing the actual performance metrics to the goals you set—this will determine whether the campaign met, exceeded, or fell short of expectations. For example, if your goal was to increase brand impression count by 15% and the actual increase was 20%, it’s safe to say the campaign was successful.

Also, consider the external factors that may have impacted the campaign’s performance, such as changes in the social media algorithm, economic downturns, or competitor activities.

Mention any internal campaign- or product-related difficulties that impacted the results. 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)?

When analyzing the data, use data visualization techniques such as charts, graphs, and heat maps to make the information easier to understand. This can help stakeholders quickly understand the campaign’s performance and key takeaways.

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.

Best practices for measuring influencer marketing campaigns

1. Track campaign results regularly

Set a regular reporting schedule that aligns with the campaign’s timeline and objectives. You can perform check-ins weekly or monthly, depending on the campaign’s duration and complexity.

Use a centralized dashboard or reporting tool to aggregate data from various sources, such as social media platforms, influencer reports, and web analytics.

2. Set specific objectives for each collaboration

When working with multiple influencers, it’s important to set specific objectives to ensure the campaign is focused, measurable, and aligned with your goals.

Start by identifying the primary goal of each collaboration, such as increasing brand awareness, website traffic, engagement rates, or sales.

Next, break it down into specific measurable targets. If the goal is to increase brand awareness, set a target for the number of impressions, reach, or follower growth you want to achieve through the collaboration.

3. Drill down into individual influencers

When creating an influencer marketing report, examine the impact of each influencer. Create a profile for each influencer that includes their follower count, engagement rates, content style, and audience demographics.

Next, ask them about their key metrics, such as reach, click-through rates, engagement, and conversions. Align these metrics to the specific goals you’ve set for the collaboration and the campaign’s overall benchmarks.

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.