Common KPIs tracked by Influencer Marketing Coordinators

Influencer marketing is no longer about likes alone—it’s about measurable results that align with broader brand objectives. Influencer Marketing Coordinators are tasked with not only managing collaborations but also tracking key performance indicators (KPIs) that prove campaign value, justify budget allocation, and guide future strategy. By monitoring the right KPIs, coordinators can identify high-performing creators, optimize content, and demonstrate ROI to stakeholders. Here are the most important KPIs every coordinator should track.

1. Reach and impressions

These foundational metrics help measure how many people saw the influencer content and how often it was displayed.

• Reach: The number of unique users who viewed the content.
• Impressions: The total number of times the content was seen, including repeat views.

High reach and impressions indicate broad awareness and content distribution success.

2. Engagement metrics

Engagement rates help assess how the audience interacted with the content—providing insight into relevance and resonance.

• Likes, comments, shares, saves: Standard indicators of content effectiveness.
• Engagement rate: (Total engagements ÷ total followers) × 100

High engagement typically signals that the content was authentic and aligned with the audience’s interests.

3. Click-through rate (CTR)

CTR reveals how compelling the influencer’s call-to-action was—whether users clicked through to a product page, signup form, or website.

• CTR formula: (Clicks ÷ Impressions) × 100
• Measured through UTM links, swipe-ups, link in bio clicks, or affiliate links

A strong CTR shows that the campaign successfully drove interest and traffic.

4. Conversion rate

This measures how many of those clicks resulted in a desired action—such as a purchase, email signup, or app install.

• Conversion rate: (Conversions ÷ Clicks) × 100
• Requires tracking via pixels, UTM links, or promo codes

Conversion data helps prove the campaign’s direct business impact.

5. Cost per engagement (CPE) and cost per acquisition (CPA)

These efficiency metrics help assess ROI by comparing the cost of the campaign to its outcomes.

• CPE: Total spend ÷ total engagements
• CPA: Total spend ÷ total conversions

Low CPE or CPA typically indicates a cost-effective campaign.

6. Follower growth

For brand awareness-focused campaigns, tracking changes in follower count can indicate the influencer’s effect on brand visibility.

• Monitor brand account follower increases during or after the campaign
• Track influencer’s own follower growth to identify rising star creators

Organic follower growth often reflects strong content performance and brand appeal.

7. Sentiment analysis

Understanding how audiences feel about the campaign provides context beyond the numbers.

• Use tools to track sentiment in comments, replies, and shares
• Identify positive, neutral, and negative feedback trends
• Spot potential PR risks or brand affinity opportunities

Sentiment helps refine messaging and partner selection for future campaigns.

8. Earned media value (EMV)

EMV estimates the value of influencer content by comparing it to what similar reach would cost through paid advertising.

• Many influencer platforms offer EMV reporting
• Useful for demonstrating ROI and campaign efficiency to stakeholders

EMV puts a dollar value on awareness and reach generated organically.

Conclusion

For Influencer Marketing Coordinators, tracking the right KPIs is critical for optimizing performance and proving value. By monitoring a mix of visibility, engagement, conversion, and sentiment metrics, coordinators can understand what’s working, what’s not, and how to improve future campaigns. The ability to tie influencer content to real business outcomes is what elevates influencer marketing from a creative initiative to a strategic growth channel.