The Best Way to Measure Influencer Marketing Campaigns


How often do you look at data from your influencer marketing campaigns?

If your answer is never, this article is going to change the way you look at data. 

The world of influencer marketing is filled with terms like CPM, ROI, engagement rate, conversion rate, impressions, likes, and shares. Each of these terms means something different, but they are all connected to one thing that steers your entire influencer marketing ecosystem: data.

Data should be the foundation for your influencer marketing campaigns. If it’s not, you’re missing a massive opportunity to grow your audience and beat your competition. 

That’s why I’m here to help you understand how important data is when it comes to your influencer marketing campaigns. 

Let’s get into it!  

Why every brand needs data to make decisions

Every brand should be using data to inform its decision-making. If you’re not, you’re missing a crucial component of your marketing ecosystem. 

Data is the difference maker. It helps brands like yours determine if the influencer campaigns you put into the world are indeed successful. 

In my experience as a seasoned influencer marketer, there are 2 important things I learned about data. 

1. Data Determines Your Direction 

Wondering what to do for your next campaign? Don’t know who to target? Unsure which influencers to work with? Data answers these questions! Instead of throwing influencer ideas at the wall and hoping something sticks, data shows you where to direct your efforts. 

Data speaks for itself, telling you what is working and what is falling short. It provides precise information about your campaign (engagement, reach, likes, shares, etc) giving you an inside scoop on what resonates with your audience. 

Armed with this knowledge you can make choices to optimize what is successful and let go of what is not. 

2. Data Defines Your ROI. 

This is the number one question I get from brands entering the influencer marketing space. “Is it worth it?” 

My immediate response is a resounding yes followed by “here’s why…” 

Influencer marketing is unlike other marketing channels because ROI isn’t measured in only dollars and cents. ROI is measured in brand awareness, engagement, traffic, leads, conversions, and revenue. The data you collect from influencer marketing campaigns such as likes, shares, follows, saves, and engagement rate, defines your ROI.

It’s challenging for brands new to the influencer marketing space to wrap their heads around this idea because it requires a balance between the tangible and intangible. Not every like, share, and follow can be attributed to a specific dollar amount. These intangibles, which are informed by the data you collect, help define your campaign's total return on investment and success.

Simply put, data is a direct line to ROI. It helps you dictate the effectiveness of your influencer marketing efforts and where to allocate more resources for future campaigns.

Now that we understand the value of data, let’s talk about what holds brands back from using that data to their advantage.  

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What holds brands back from gathering influencer marketing data

Limited Resources

Most brands new to influencer marketing have a small team with multiple irons in the fire. Chances are there’s one, maybe two people running the marketing department, who have to manage social media, email, paid advertising, SEO, PPC, and so much more. As a result, limited resources are dedicated to influencer marketing. This makes it a challenge for smaller brands to produce campaigns, manage them, collect data, interpret, optimize, and produce again. 

Data Fragmentation

Another challenge holding brands back from gathering data from influencer marketing campaigns is the fragmentation of data. Just look at the big four social media platforms—Facebook, Instagram, TikTok, and YouTube—and you’ll see each one collects a plethora of different data. With all this information coming in, it’s hard to digest it, find the trends, and build new campaigns when you’re forced to piece together data from four different platforms. 

Budget Restrictions

The last factor stopping brands from collecting influencer marketing data is budget restrictions. Many will outsource the job of data collection, opting for someone else to handle it for them. That’s where influencer marketing platforms take the reins, offering software that helps collect and manage your data in one place. 

The problem is that some of these platforms come with a massive price tag, forcing you to make a tough decision: do it yourself or pay the big bucks to have it taken care of. While paying for this service can save you time, it also increases your budget, potentially cutting into the funds you would use to collaborate with influencers. 

The best tool for influencer marketing data collection on the internet

What if I told you there was a way to avoid all the problems I just listed and start using your data to get a leg up on your competition? Would that be something that gets your marketing mojo going? 

Let me introduce the Campaign Monitor Tool from Ubiquitous. 

What is the Campaign Monitor Tool?  

The Campaign Monitor Tool is part of our Ubiquitous Influencer Marketing Platform. It’s a one-stop shop for all things data, allowing you to track the performance of each influencer campaign and gather real-time data on individual posts. This data includes likes, views, comments, shares, engagement, engagement rate, and CPM. 

With this tool, data can be pulled from hundreds of posts and combined into one campaign, providing you a clear picture of how your campaign is performing. 

How Does The Campaign Monitor Tool Work?

It’s simple—just paste the URL from any influencer post into the Campaign Monitor Tool, enter the amount you paid the creator, and watch the dashboard fill with data.

In the dashboard, you’ll see your campaign’s views, engagement, engagement rate, likes, comments, shares, and CPM. Each URL updates regularly for 60 days, after which it is archived into past campaigns where you can compare performance month over month and year over year.

Here’s something worth noting: all of this data is shareable. All you have to do is hit the download button and your entire campaign is ready to share with your team in one click!

How much does the Campaign Monitor Tool Cost? 

This is where people get excited. Our entire Influencer Marketing Platform is completely free for your first campaign! Not only do you get access to our Campaign Monitor Tool, but also our Creator Search Tool, which allows you to find the right influencer for your next campaign with ease. 

Say you want to upgrade to Premium? No problem, for only $29/mo you get access to unlimited campaigns and creator searches, making it the most cost-friendly influencer marketing tool on the internet. 

Why should I use the Campaign Monitor Tool?

Data collection shouldn’t feel like pulling teeth. That’s why we created this tool: to make it easy for any brand to jump into influencer marketing and gather data, without spending copious amounts of cash or adding one more thing to another team member’s plate. 

The Campaign Monitor Tool allows brands like your’s to collect real-time data from your unique campaigns, share that data in a simple and digestible way, and arm yourself with all the information you need to make better decisions with your influencer marketing ecosystem and future campaigns. 

It’s really that simple! 

Are you ready to crush your next influencer campaign?

If so, we’re here to help!

Our Influencer Marketing Platform is the perfect place to start, especially if you’re looking to save a few bucks for future influencer collaborations. Tap right here to sign up and register your account for FREE

Here's where you get the stuff we don't  put  on the blog. Learn how to craft an entire TikTok marketing strategy from scratch, plus get access to our proprietary data on the top 100 creators and brands on TikTok by industry— and a lot more.

Thank you! Please check your inbox to download your ebook.
Oops! Something went wrong while submitting the form.
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