There are several common ways that agencies measure the return on investment (ROI) for influencer marketing campaigns. They often balance quantitative metrics with qualitative elements to have a holistic view of campaign performance. Some elements are:

1. Engagements and Engagement Rate: Engagement comprises likes, comments, shares, and saves on a piece of content. The engagement rate, calculated as total engagement divided by total followers (times 100 to get a percentage), helps comprehend how active and responsive an influencer’s audience is.

2. Reach and Impressions: Reach refers to the unique number of users who viewed the content, while impressions are the total number of views. These metrics help to understand the general visibility of a campaign.

3. Conversion Rate: This denotes the number of followers who completed a desired action, such as making a purchase, signing up for a newsletter, downloading an app, or any other defined goal.

4. Content Value: A subjective measure, as it considers the production value and aesthetics of the content created, and whether it aligns with the brand’s image.

5. Earned Media Value (EMV): This measures the estimated worth if the same visibility were gained through paid media channels.

Influencer marketing platforms like Flinque also provide analytics tools and dashboards to track these metrics for individual campaigns. However, the best method of measuring influencers’ ROI differs between brands and depends on their specific goals and metrics. Some brands may prioritize engagement, while others may look for sales conversions as the primary metric.