How to Measure the True Impact of Influencer Marketing

One of the key challenges that the Global Influencer Council members and wider industry community are facing is the ability to measure the true impact of Influencer Marketing compared to other marketing channels. 

Jennifer Quigley-Jones, Founder of the Global Influencer Council, recently shared her views on nailing Influencer Marketing measurement with WARC. 

So, what are the key points that brands need to know about nailing Influencer Marketing measurement to prove its impact? 

1. Start with clear, outcome-driven KPIs

Define your campaign’s core objective – awareness, consideration, or conversion – and align KPIs accordingly:

• Awareness → CPM
• Consideration → CPC
• Sales → ROAS or CAC

Without upfront clarity, it's impossible to prove performance.

2. Track the full customer journey

Too many brands rely solely on in-platform metrics. Instead:

• Use custom landing pages and unique discount codes per influencer.
• Track click-throughs, conversions, and sales across the entire funnel.
• Run brand lift studies for awareness-focused campaigns.

3. Account for the halo effect

Influencer content often drives indirect, delayed, or untracked conversions. Even with well-structured tracking, expect 60–70% of the impact to come through the halo effect.

Incorporate Influencer Marketing into your Marketing Mix Modeling (MMM) using:

• Google Analytics
• Post-purchase surveys
• Retargeting data

4. Measure individual performance

Treat influencers like media channels. Monitor which creators and platforms drive the best results and double down on high-performers to improve ROI over time. Putting paid boosting behind high-performing content can also help you reach new audiences. 

5. Build measurement into the brief

Measurement can’t be an afterthought, as it’s too late to alter a campaign to reach your goals when it’s come to an end. Without access to backend data (like Shopify or GA) and clear KPIs set upfront, agencies and internal teams can’t link influencer activity to business results.

With some brands now spending up to 50% of their marketing budgets on influencer and social, robust measurement is critical. CFOs don’t care about likes, they care about revenue.

Read Jennifer’s full article here.