Influencer marketing has become one of the key tools in digital marketing. According to Business Insider, the influencer marketing market exceeded $21 billion in 2024 and continues to grow. But with bigger budgets comes the crucial question: how to measure if influencer ads really work?

At first glance, it seems simple: the blogger posts — people see it. But that’s just the tip of the iceberg. For real results (sales, subscriptions, or awareness), you need to measure KPI (Key Performance Indicators).

Main metrics:

• 📊 Reach

• 💬 Engagement

• 🔗 CTR (Click-Through Rate)

• 🛒 Sales and ROI

Also:

• how to correctly read blogger statistics;

• common mistakes brands make;

• what to check when choosing an influencer.

1. Reach: how many people saw the ad

Reach = number of unique users who saw the ad.

Why it matters:

• A large reach means wide exposure.

• But reach alone doesn’t guarantee clicks or sales.

Example:

• Followers: 100,000

• Actual reach: 30,000 → only 30% of the audience.

Check in reports:

• Compare ad reach vs organic reach.

• Ask for screenshots.

• If reach <5–10% with huge followers = likely fake.

2. Engagement: audience interaction

Engagement = likes, comments, saves, shares.

Formula:

Example:

• 800 likes + 200 comments + 100 saves

• Reach: 20,000

• ER = (1,100 ÷ 20,000) × 100 = 5.5%

Check in reports:

• Average ER vs sponsored ER.

• Ratio of comments to likes.

3. CTR: link clicks

CTR = percentage of users who clicked a link.

Formula:

Example:

• Impressions: 20,000

• Clicks: 1,000 → CTR = 5%

Check in reports:

• Compare CTR among influencers.

• Depends on format (stories > posts).

• CTR <1% = weak creative.

4. Sales: the ultimate KPI

Trackable via:

• promo codes,

• UTM tags,

• affiliate links.

Example:

• Promo code STAR10 = 50 sales × $25 (500 MDL) = $1,250.

• Campaign cost: $500 (10,000 MDL).

• ROI = (1,250 ÷ 500) × 100 = 250%.

5. Other factors

1. Audience quality — location, age, gender, inactive accounts.

2. Format — posts last longer, stories are temporary, Reels usually get higher reach.

3. Frequency — too much advertising reduces trust.

6. Common mistakes brands make

• Judge by follower count only.

• Don’t request reports.

• Compare “by eye” instead of calculating KPIs.

• Don’t set clear goals.

7. How to read a blogger’s report

Usually includes: reach, impressions, clicks, link activity.

• Compare with non-sponsored posts.

• Check comments and reactions.

• Match results to campaign goals.

Conclusion:

The effectiveness of influencer ads can be measured through KPIs:

• 📊 reach,
• 💬 engagement,
• 🔗 CTR,
• 🛒 sales.

Don’t blindly trust numbers — always compare with your business goals and common sense.

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