Top 14 Tips To Track Influencer Marketing Campaigns

Mar 8, 2022

Influencer Marketing is becoming popular in recent times for marketing and promotion of brands. It’s because the influence of brand advertising is decreasing gradually with the increase in Ad Blockers and declining user interest. So, brands are switching towards influencers and collaborating with them to create the best influencer marketing campaigns for their brand promotion.

Many brands that work with influencers, try to promote their brands on social media. But most of them find it difficult to track influencer campaigns. The following list of top 15 tips can help companies to keep an eye on the results of influencer campaigns.

1. Set Campaign Objectives

Setting up the campaign objectives is one of the earliest steps of tracking your best influencer campaigns. According to your strategic business goals, you can set the campaign objectives to track website traffic from social media, track engagement, track brand awareness, or even track conversions. Having defined campaign objectives is very important for a successful influencer marketing campaign. Well, tracking campaign goals can be somewhat difficult if the influencer doesn’t use any affiliate link. But if your website shows growth in new users, more conversions, more signups, etc. after an influencer campaign, then you can consider your campaign to be successful.

2. Analyze Your Website Traffic

Analyzing your website traffic regularly is a good practice in general as well as when you set up influencer marketing campaigns. You can use Google Analytics to get a better analysis of your website traffic. Note down your website traffic before starting an influencer campaign and check the difference after the successful campaign. You should set up an URL for the campaign to make the process of tracking easier.

3. Check Referral Traffic Status

Google Analytics is a very effective tool that makes campaign tracking simple and easy. Referral traffic under the Acquisition of Google Analytics gives you the detail of the exact source from where the traffic is coming to your website. Look for the new users coming from the social media websites for which you run the influencer marketing campaign. It’ll help you track the campaign success rate.

4. Track Sales Using Coupon Codes & Affiliate Links

Many successful brands use coupon codes and affiliate links for influencer campaigns. A unique coupon code for each influencer can help you calculate the number of sales coming from them individually. You will be able to analyze the influencer acquiring cost, sales coming from their unique coupon codes, and the overall result of the campaign. Another way is to use an affiliate link for each influencer you hired for campaigns. You can easily track the purchases made by using that affiliate link.

5. Discuss Your KPIs with Influencers

Hiring an influencer for a marketing campaign and running the campaign isn’t sufficient enough for the best influencer marketing campaign. You should have a mutual understanding like you must know the influencers’ niche and their audience type whereas influencers should know about your business and your campaign goals. You should discuss your key performance indicators with influencers before starting the campaign and even when the campaign is running. It’s helpful for influencers to create and run a successful influencer campaign.

6. Use UTM Parameters

UTM tracking is one of the best practices for the analysis of your website traffic. You can use UTM parameters in the URL or even use URL shorteners. UTM helps you know various tracking factors like the traffic source, medium, campaign used, and other optional parameters like content and term. Using UTM parameters, you can easily track the conversions from your influencer campaign.

7. Landing Page Optimization

Creating a dedicated landing page for users coming from the influencer campaign is also very useful in tracking the success of your campaigns. A freebie promo code along with the custom landing page makes a perfect pair to increase sales as well as track the influencer marketing campaigns. You will know someone who lands on that custom landing page is coming from the influencer campaign you are running.

8. Qualified Leads Analysis

It doesn’t happen often that the audience of an influencer lands on your website and completes any transaction immediately after watching the promotional video of an influencer campaign. Sometimes, they take time for conversion. In such situations, creating a lead magnet targeted to the audience of an influencer and creating a marketing funnel can be very useful. It will help you to capture the email addresses of influencers’ audiences and whenever they complete a transaction on your website, you’ll know that they are the result of your influencer marketing campaign.

9. Mutual Connections on Social Media Platform

Checking if there is an increase in your number of followers and page likes on social media can give you a hint that your influencer campaign is running quite well. But you can get new followers organically as well. So, how will you distinguish between the followers coming organically and followers coming from the marketing campaign? One of the best ways to calculate it is by checking the mutual connections between you and an influencer. You can estimate the number of followers and page likes coming from the audience of an influencer.

10. Brand Recognition To New Audience

Influencer Marketing Campaigns are mostly used to create brand awareness. The primary objective of brands is brand recognition among a new audience that is possible with influencer marketing. So, you should always check the quality and quantity of followers when hiring any influencer for your campaign. Some of the social media metrics you should consider while tracking the campaign success are reach (how many people saw your promotional video), engagement (number of likes, comments, shares, etc), and number of clicks on your target page link.

11. Use Tools To Track Influencer Marketing Campaigns

The Internet is advancing every day. You can use the various tools present online to track your influencer marketing campaigns. Your objectives of a campaign may vary and accordingly, you can use some tools like google analytics, bit.ly, social media insights tools (Facebook Insights, Instagram Insights), and much more. These tools make your tracking easy and convenient.

12. Conversion Rates

Conversion rate is the factor that you can consider to track the success of your campaign. Some of the conversion actions you can look out for are email subscriptions, product sales, and free-trial sign-ups. As discussed above you can use UTM or create a dedicated landing page to track the conversions. Track conversions according to your campaign objectives.

13. Calculate CPE

CPE or Cost per Engagement is the ratio of your spendings on an influencer campaign and the number of engagements you get through that campaign. It’s a very effective practice to calculate the CPE for your campaign. You get to know how much money you spent per engagement and can calculate your campaign success. For example, you spend $1000 on your influencer campaign and get 10000 engagement (including likes, comments, and shares), which means your CPE is $0.1. You can check out some influencer marketing campaign examples on the internet to get a rough idea of CPE.

14. Switch Influencers To Get Success

Not all influencers can deliver the exact results you wanted through the influencer campaign. It may happen that you are targeting the wrong audience set or choosing the influencer who is not a very trustworthy source for his audience. In that case, you should think about switching the influencer and check which influencer can give you the desired results through the campaign. 

The results of the campaign can vary according to your business objectives, selected influencers, and their audience response. Follow these 14 tips to successfully run and track your best influencer marketing campaigns and promote your brand to millions of people on social media.