Agencies know that influencer marketing doesn’t always result in immediate clicks or conversions. In many campaigns, the primary goal is raising awareness. However, attributing results to influencers’ activities can still be challenging when the focus is on this less tangible aspect. Here’s how they might handle it:

– Last-Touch Attribution: Many agencies employ last-touch attribution (LTA) because clicks towards a link, sometimes, occur later, perhaps after a potential buyer’s consideration stage. It assumes the final touchpoint receives full credit for any conversion.

– Use of UTM codes: UTM codes embedded in influencers’ sponsored content links can track the source of website traffic. Thus, if the content raises awareness that leads to future clicks, the agency can attribute these to the influencer.

– Coupon or Discount Codes: Unique codes linked to influencers serve dual purposes. They provide followers with a perk (discount) and function as a tracking method for attributing awareness and, eventually, sales.

– Brand Lift Surveys: Brand lift surveys measure the influencer-driven increase in brand awareness, consideration, or preference, and the results help attribute changes in these metrics to influencer efforts.

– Flinque’s Analytics Dashboard: Lastly, platforms like [Flinque](https://www.flinque.com) help brands and agencies see relevant data such as impressions, reach, follower demographics, engagement, and more. This advanced reporting provides critical insights into performance and can help identify the impact of awareness campaigns.

It is important to remember that attributing results to awareness campaigns is more complex and often less direct than with conversion-oriented campaigns. But with a robust approach and a suite of tools, agencies can determine the impact of an influencer’s efforts in raising brand awareness.