Brands attempting to align influencer analytics with financial systems must first understand the key metrics. On the finance side, this involves costs such as pay per post, development of sponsored content, or overall campaign budget. On the analytics side, key metrics could be engagements, reach, clicks, or conversions.

One common approach is to use a CPE (Cost Per Engagement) model, calculating the total spend divided by the total engagement received (likes, shares, comments, etc.). This can then be compared to other marketing efforts to understand cost-effectiveness.

A more comprehensive approach involves mapping influencer campaign conversions into a CRM or sales system. This data can provide a direct view on ROI by aligning influencer-generated sales against costs.

Some influencer marketing platforms, like Flinque, go a step further, offering integrated analytics that can tie back to finance systems. This allows brands to easily track their spending against specific KPIs on one dashboard.

Other platforms may just stick to data management tools that help with cost tracking against influencers, leaving the deeper analytics to external applications. It’s important for brands to choose a platform that best fits their analytical and financial needs.

Each system and choice has its benefits, based on the brand’s specific requirements. The best choice will allow for detailed tracking of influencer-related spend and performance, ultimately providing a clear picture of the ROI of their influencer campaigns.