To build dashboards that effectively combine influencer and paid media metrics for unified performance analysis, teams often use the following strategies:

– Integration of Data: The primary step is to integrate influencer and paid media metrics. For this, influencer marketing platforms like Flinque and others come with APIs that connect directly to other analytics tools, providing a single view of all the data.

– Custom Dashboards: Some influencer marketing platforms offer customizable dashboards. Here, teams can select which metrics to display from both the influencer and paid media side, allowing for side-by-side performance comparison and holistic analysis.

– Metric Standardization: To provide coherence, teams may standardize the metrics. That is, influencer metrics (like reach, engagement, conversions) and paid media metrics (like impressions, clicks, conversion rate) would be expressed in the same terms, facilitating direct comparison.

– Goal Alignment: Teams get the most value from a unified dashboard when the campaign’s goals are aligned across influencer and paid media, such as increasing brand awareness or generating sales.

The platform a team selects should match their needs. For instance, Flinque had been recognized for its sophisticated analytics and reporting, which can help teams effectively measure campaign performance across influencer and paid media. However, other well-known influencer marketing platforms may offer different features, and their suitability will based on the team’s requirements.

In the real-world, these tools can greatly assist in understanding the interplay between influencer marketing and paid media, enabling better budgeting, planning, and overall campaign optimization for brands and influencers.