Types of influencer marketing goals
For the best results, you’ll need to find the right key performance indicators (KPIs) for influencer marketing campaigns. Knowing how each metric works will help you measure the success of each influencer and platform to reach your goals faster.
Tier 1: Awareness goals
Influencer campaigns with awareness goals target people who don’t know about a company’s brand or product. They focus on bringing new prospects into the sales funnel.
Here are some key metrics for tracking your progress toward your awareness goals:
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Impressions tell you how many times users have seen your content, including multiple times by the same user.
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Reach measures how many unique users have seen your content.
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Engagement rate is the percentage of users interacting with your content.
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Brand mentions are when people on social media tag your brand in posts, comments, or hashtags.
Awareness campaigns are powerful tools for companies that want to get the word out about new products, promotions, or prices. An example of an awareness goal might be boosting your reach by over 1 million with a 5% engagement rate through Instagram influencers.
Pro tip: It might seem like a no-brainer to partner with well-known influencers to spread awareness, but nano and micro creators can work wonders at a low cost. Advertising with multiple smaller, niche influencers can feel more authentic and reach several audiences for the cost of one macro influencer.
Tier 2: Consideration goals
When your target audience already knows about your brand or product, they may be researching your ratings and reviews to learn about people’s experiences with you. To capitalize on this, set your goals around kindling curiosity and action. Here are key metrics to track progress toward your consideration goals:
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Clicks: Clicks happen when a prospect is interested enough to open a link to a bio, story, post, or landing page.
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Saves: If your content is engaging, users may save it to revisit it later.
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Profile visits: When someone stops scrolling to check out your profile, it shows a serious interest in your brand.
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Email signups: People who sign up for your email newsletter are genuinely interested in what you’re pushing.
An example of a consideration goal might be reaching 1,000 landing page visits through influencer accounts using tracked links.
Try this: Add UTM tags and trackable links to see where your traffic is coming from. ’s link in bio tool helps manage multiple links in one place—and track clicks with ease.
Tier 3: Conversion & revenue goals
With an engaged audience, you can make moves to convert interest into revenue. In this tier, use these metrics to track progress:
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Sales: Track how many purchases were made through your influencer campaigns to understand which creators and content types drive conversions.
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Discount code redemptions: Track conversions from specific creators with unique codes that offer discounts.
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CPA: Cost per action (CPA) is a metric for finding how much you spend per specific action, like a click, signup, or sale. You can find it by dividing the total campaign cost by the number of conversions.
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ROAS: Return on ad spend (ROAS) tells you how much you’ve earned per dollar spent on influencer marketing. Find this number by dividing the revenue generated by how much you’ve paid the influencer.
If you’re pushing limited-time offers, holiday discounts, or product launches, promoting these events through influencers can result in a big sales boost. A goal for your campaign might be generating $5,000 in tracked revenue and achieving five times ROAS per influencer.
Use case: Affiliate and ambassador programs are particularly effective marketing strategies for driving sales and boosting ROI. Influencers and creators use affiliate links and codes to promote products and services through their channels. In return, they receive small commissions for each sale. Ambassadors advocate for a brand over the long term, often posting regular content and promotions. Use a combination of these programs to maximize your conversions.
Tracking the right KPIs is key to real results. Whether you’re building awareness or boosting sales, Influence helps you measure what matters—and optimize every collab. Book a demo to see it in action.
