My team asks me for campaign reports but I don't know what numbers actually matter vs vanity metrics. What should I be tracking and presenting to management?
Influencer campaign metrics that matter vs vanity metrics: Vanity (looks good, means little): total impressions, follower count of creator, total likes. Meaningful (tied to business outcomes): reach (unique accounts reached), story reply rate (signals real engagement), link clicks via UTM (direct traffic attribution), discount code usage (direct purchase attribution), CPM (cost per 1000 real impressions), CPA (cost per acquisition from tracked orders). What to report to management: campaign ROAS (revenue from tracked orders ÷ campaign spend), reach per rupee spent, creator CPA ranking (which creators drove cheapest conversions). Even if tracking is imperfect, showing movement on these metrics quarter-over-quarter demonstrates channel health.
Get automated campaign reports on CreloAI →One metric I add: Share rate (shares ÷ views). A post being shared is a signal that the audience trusts it enough to put their own name on it by sharing. That's the strongest organic signal of genuine recommendation, and it's completely free reach.
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