Must-Know Influencer Marketing Kpis [Latest Report]

Highlights: Influencer Marketing Kpis

  • 1. Reach
  • 2. Impressions
  • 3. Engagement rat
  • 4. Follower growth
  • 5. Click-through rate (CTR)
  • 6. Conversions
  • 7. Return on investment (ROI)
  • 8. Cost per engagement (CPE)
  • 9. Cost per click (CPC)
  • 10. Cost per acquisition (CPA)
  • 11. Brand sentiment
  • 12. Content quality
  • 13. Hashtag usage
  • 14. Influencer’s audience demographics
  • 15. Share of voice

Table of Contents

In the rapidly evolving world of digital marketing, influencer marketing has emerged as a powerful tool for brands looking to increase reach and engagement. As companies allocate significant portions of their marketing budgets to influencer campaigns, measuring the return on investment (ROI) and effectiveness of these collaborations has become more important than ever. To ensure a data-driven, results-oriented approach to influencer marketing, it’s essential to monitor the right key performance indicators (KPIs).

In this blog post, we explore the key influencer marketing KPIs to help you evaluate the success of your campaigns and make informed decisions to optimize your influencer partnerships for maximum impact.

Influencer Marketing KPIs You Should Know

1. Reach

This KPI refers to the number of people who have seen the influencer’s content. It helps measure the potential audience size the influencer can cater to.

2. Impressions

This KPI measures the number of times a piece of content is displayed or viewed, regardless of user engagement.

3. Engagement rat

This KPI calculates the ratio of total engagements (likes, comments, shares, saves) to reach or impressions, giving insight into how well the target audience is interacting with the influencer’s content.

In the rapidly evolving world of digital marketing, influencer marketing has emerged as a powerful tool for brands seeking to increase their reach and engagement.

4. Follower growth

This KPI measures the change in the influencer’s follower count during a specific campaign or time period, showcasing the influencer’s ability to attract and retain an audience.

5. Click-through rate (CTR)

This KPI measures the ratio of clicks on specific links or call-to-actions within the influencer’s content. It reveals the effectiveness of the content in driving action from the audience.

6. Conversions

This KPI tracks the number of desired actions taken by users after engaging with the influencer’s content, such as making a purchase, signing up for a newsletter, or downloading an app.

7. Return on investment (ROI)

This KPI calculates the financial return on the investment made in influencer marketing by comparing the revenue generated to the amount spent on the campaign.

8. Cost per engagement (CPE)

This KPI measures the cost-effectiveness of the influencer marketing campaign by dividing the total cost of the campaign by the total number of engagements.

9. Cost per click (CPC)

This KPI showcases the cost-effectiveness of driving traffic through the campaign by dividing the total cost of the influencer marketing campaign by the total number of clicks generated.

Influencer Marketing KPIs are essential metrics that help determine the success and effectiveness of influencer campaigns in reaching and engaging target audiences.

10. Cost per acquisition (CPA)

This KPI measures the cost-effectiveness of acquiring customers through an influencer marketing campaign by dividing the total campaign cost by the number of acquisitions (new customers).

11. Brand sentiment

This KPI assesses the change in audience perception of a brand as a result of the influencer marketing campaign. By analyzing the tone of comments and feedback from the audience, an understanding of how the campaign has influenced brand perception can be gained.

12. Content quality

This KPI evaluates the aesthetic appeal and relevance of the influencer’s content, which can impact audience engagement and the overall success of the campaign.

13. Hashtag usage

This KPI measures the use and effectiveness of specific hashtags related to the campaign by tracking the reach, impressions, and engagement generated through these tags.

14. Influencer’s audience demographics

This KPI analyzes the demographics of the influencer’s audience and how closely they align with the target audience of the brand, ensuring maximum campaign relevance.

15. Share of voice

This KPI measures the relative visibility of a brand within its industry through influencer marketing by comparing its mention volume and engagement to competitors within the same space.

Influencer Marketing KPIs Explained

Influencer marketing KPIs are essential metrics that help determine the success and effectiveness of influencer campaigns in reaching and engaging target audiences. They provide insight into the influencer’s reach and audience engagement, follower growth, and ability to drive action through click-through rates and conversions. These KPIs also help evaluate the cost-effectiveness of influencer marketing efforts by measuring cost per engagement, cost per click, and cost per acquisition.

In addition, they enable marketers to evaluate the impact of their campaigns on brand sentiment, the quality of the influencer’s content, hashtag usage, the alignment of the influencer’s audience demographics with the brand’s target audience, and the brand’s share of voice within its industry. Ultimately, these KPIs provide a comprehensive understanding of the performance of influencer marketing campaigns and enable brands to make data-driven decisions to optimize their marketing strategies.


In summary, tracking the right influencer marketing KPIs is critical to determining the success and effectiveness of your campaign. By focusing on metrics such as engagement rate, conversions, reach and ROI, you’ll gain deep insight into the performance of your influencer partnerships, allowing you to optimize your strategies and maximize your return on investment.

Continuous monitoring of these KPIs ensures that you make informed decisions and get the most out of your influencer marketing efforts. By staying focused and data-driven, you’ll be well on your way to realizing the full potential of influencer marketing for your brand’s success.


What are the key performance indicators (KPIs) for influencer marketing campaigns?

Key performance indicators (KPIs) for influencer marketing include metrics such as brand awareness, audience engagement, cost per engagement, return on investment (ROI), and conversions or sales.

Why is it important to measure audience engagement as an influencer marketing KPI?

Audience engagement is a crucial KPI because it indicates how effectively an influencer resonates with their audience, and how likely their followers are to interact with the promoted content. High engagement rates typically enhance the authenticity and trust in the collaboration, leading to better results for a campaign.

How do you calculate the cost per engagement (CPE) for an influencer marketing campaign?

Cost per engagement (CPE) is calculated by dividing the total cost of an influencer marketing campaign by the total number of engagements (likes, comments, shares, clicks, etc.) generated. This metric helps marketers understand how much they are spending for each interaction and evaluate the cost-effectiveness of their campaigns.

What is considered a successful return on investment (ROI) for influencer marketing campaigns?

A successful return on investment (ROI) for influencer marketing campaigns varies widely depending on factors such as industry, campaign objectives, budget, and the specific KPIs being measured. In general, a positive ROI indicates that the campaign has generated more value than its costs, which is considered a success. This value can be in the form of increased sales, brand exposure, or other marketing objectives.

How can conversions or sales be tracked as KPIs for influencer marketing campaigns?

Conversions or sales can be tracked through the use of affiliate links, promo codes, or dedicated landing pages provided to influencers. By using these methods, marketers can identify which engagements directly resulted in a conversion or sale, enabling them to evaluate the overall effectiveness of the influencer's promotion and the campaign's success.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

See our Editorial Process.

Table of Contents

... Before You Leave, Catch This! 🔥

Your next business insight is just a subscription away. Our newsletter The Week in Data delivers the freshest statistics and trends directly to you. Stay informed, stay ahead—subscribe now.

Sign up for our newsletter and become the navigator of tomorrow's trends. Equip your strategy with unparalleled insights!