If you are running and tracking influencer campaigns without clear metrics, it becomes difficult to understand what actually worked, what was missed, and how much value the campaign delivered.
Likes and comments alone do not tell the full story. To report accurately and prove ROI, agencies and brand teams need a clear, consistent way to track influencer content and performance across platforms.
Below are five essential metrics every influencer campaign should track, whether you are running a small activation or a large multi-creator campaign.
1. Content captured
The first and most important metric is simple.
Did you capture all the content that went live?
This includes:
- Instagram feed posts
- Instagram Stories
- TikTok videos
- YouTube content
If content is not captured, it cannot be measured, reported on, or included in campaign results. This is where many teams struggle when relying on screenshots, spreadsheets, or manual checks. Stories disappear, posts are missed, and reporting becomes incomplete.
Understanding how to track influencer content automatically ensures every post is recorded in real time and nothing is lost.
2. Reach and impressions
Reach and impressions show how far campaign content travelled.
- Reach measures the number of unique accounts that saw the content
- Impressions show how many times the content was viewed
These metrics are especially important for awareness campaigns, product launches, and live events. Tracking reach and impressions across Instagram, TikTok, and YouTube in one place gives a clear picture of overall campaign exposure.
3. Engagement
Engagement shows how audiences interacted with influencer content.
This usually includes:
- Likes
- Comments
- Shares
- Saves
Rather than looking at engagement in isolation, it is most useful when compared across creators, platforms, and content formats within the same campaign. This helps teams identify which creators and content types performed best.
Centralised tracking makes it easier to spot patterns without pulling data from multiple platforms.
4. Video views and watch time
Video is now a core part of influencer campaigns, particularly on TikTok and Instagram Reels.
Important video metrics include:
- Video views
- Average watch time
- Completion rate where available
These metrics give deeper insight into how engaging the content actually was. High views with low watch time can indicate weak creative, while strong watch time often signals genuine audience interest.
Automatically tracking video performance helps teams evaluate content quality, not just surface-level engagement.
5. Earned Media Value and overall impact
To connect influencer activity to business outcomes, campaigns need a way to quantify impact.
Earned Media Value, or EMV, combines reach, engagement, and visibility into a single benchmark. While it should not be the only metric used, it is useful for:
- Comparing creators
- Assessing campaign efficiency
- Reporting results to clients or internal teams
When EMV and performance data update in real time, teams can make informed decisions during the campaign rather than waiting until it ends.
Why these metrics matter
Many agencies and brands still track influencer campaigns using manual processes. This often means switching between platforms, chasing creators for screenshots, and updating spreadsheets after content has already disappeared.
This approach does not scale and leads to gaps in reporting.
Using an automated influencer tracking and reporting setup allows teams to:
- Capture all influencer content automatically
- Monitor performance live
- Create clear, shareable reports
- Avoid missing Stories or posts
If you want a clearer understanding of how to track influencer content properly and report on it with confidence, having a single place for tracking and reporting is essential.
Learn more about how Dyzio can help you automate influencer tracking and reporting here:
👉 Influencer Tracking & Reporting