The Measurement Problem

Most influencer marketing is evaluated on reach, impressions, and engagement rate — metrics that measure attention, not commercial impact. The brands generating genuine ROI from influencer partnerships measure attributed revenue, cost per acquisition, and customer lifetime value from influencer-sourced customers.

The ROI Measurement Stack

  • Unique discount codes and UTM links per influencer for direct attribution
  • Platform affiliate programs that track through to sale automatically
  • Post-purchase surveys asking "How did you hear about us?" for soft attribution
  • Cohort analysis comparing LTV of influencer-acquired customers vs. other channels