What ROAS (Return on Ad Spend) should I target for influencer campaigns? How does it compare to Meta and Google ads benchmarks in India?
ROAS benchmarks for influencer marketing in India 2026: Direct attribution ROAS (tracked via discount codes + UTMs): 0.8x–2.5x is typical. Below 1x means you're spending more than you're tracking back — not necessarily a loss (brand building has unmeasured value). 2x–4x is excellent for influencer marketing. Above 4x is exceptional and rare without a very well-optimised campaign. Compare to: Meta performance campaigns: 3x–8x ROAS expected. Google Shopping: 4x–10x. Influencer ROAS looks lower because attribution is incomplete. The full value includes: brand search lift (measurable via Search Console), content repurposed in ads (30–50% of creator campaigns run content as ads), community trust that compounds over multiple campaigns. Better metric: incremental lift — run influencer + paid vs paid alone and measure difference.
Track real influencer ROAS →One thing I'd add: for new brand launches, don't even try to measure ROAS in the first 60 days. You're building the brand awareness that will make your Meta retargeting convert in months 3–6. Measuring influencer ROAS at week 2 is like measuring the return on planting a tree at day 3.
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