Improve Your Influencer Marketing ROI: How to See Whether Influencers Are Converting

When you run an influencer marketing campaign, how do you measure success? This is a question that leading brands have struggled to answer, even as influencer marketing has become more transparent, data-driven, and strategic. Although influencers often drive immediate sales, those revenues don’t always tell the full story influencers are great at introducing brands to new, potential customers, but they aren’t always the last click, which can make their impact difficult to measure. To see their full ROI, brands are now looking beyond the dollars generated by a single campaign, and toward the overall customer journey, which can encompass as many as 30 touchpoints between inspiration and purchase. Our experience managing influencer collaborations over more than four years has shown us that bloggers are often the first touch point. They connect brands with customers, instill trust, and inspire shoppers to buy, but because shoppers often make their purchase outside those interactions, influencers are often cut from the very path to purchase they set in motion.