32 articles
Measurement and ROI
KPIs, tracking, attribution and reporting that answer "did it work?"
- Measurement and ROICreator performance scorecard: how to rate creators across campaigns and decide who to rebookA creator performance scorecard for brands with repeat influencer programmes in India: five scored dimensions, gates, small-sample rules and rebook bands.
- Measurement and ROIHow to forecast influencer campaign results before you book: views, orders and a rangeHow to forecast influencer campaign results in India: creator view estimates, funnel rates, a simulated range, scale effects and a back-test to correct errors.
- Measurement and ROIHow to evaluate influencer content quality: a scoring rubric for drafts and live postsHow to evaluate influencer content quality: five pass or fail gates, a ten-criterion 30-point rubric for drafts, a 15-point live-post score and an example.
- Measurement and ROIHow to measure brand awareness from influencers: reach, attention and recall in four layersHow to measure brand awareness from influencer marketing in India: unique reach, qualified reach, attention, share of search and recall, with a scorecard.
- Measurement and ROIHow to measure Instagram Reel performance for a brand campaignHow to measure Instagram Reel performance for a brand: views, reach per follower, watch time, saves and shares, with formulas and a day 7 and day 30 routine.
- Measurement and ROIHow to report influencer marketing to leadership: a one-page CFO and CMO reportHow to report influencer marketing to leadership in India: a one-page CFO and CMO report with cost per result as a range, payback, risks and a decision.
- Measurement and ROIInfluencer reporting cadence: what to report daily, weekly, monthly and quarterlyInfluencer reporting cadence for repeat programmes in India: five rhythms, a metric maturity calendar, a weekly note, data freezes and off-cycle alert rules.
- Measurement and ROIInfluencer attribution for offline sales: tracing store, dealer and distributor sales to creatorsInfluencer attribution for offline sales in India: till codes, lead forms, matched-store and territory tests, and a capture ratio, with worked examples.
- Measurement and ROIInfluencer campaign A/B testing: what to split, how many creators and how to read a resultInfluencer campaign A/B testing for brands in India: what you can split, sample sizes for ad audiences and creators, matched pairs and how to read a result.
- Measurement and ROIInfluencer campaign learnings library: how repeat programmes stop relearning the same lessonsBuild an influencer campaign learnings library for your brand in India: learning cards, confidence grades, tags, review rituals and who owns the data.
- Measurement and ROIInfluencer content repurposing ROI: what reusing creator content is worth, and when it is notInfluencer content repurposing ROI in India: value streams, a worked cost-per-purchase example, a rights ledger and a fair test of whether reuse pays.
- Measurement and ROIInfluencer customer cohort analysis: do creator-acquired customers come back?Influencer customer cohort analysis for D2C brands in India: build cohort tables by source, read repeat curves, avoid mix traps and size creator-level cohorts.
- Measurement and ROIInfluencer impact on branded search: measuring the search spike a creator causesMeasure influencer impact on branded search in India: query families, weekday baselines, post-by-post event windows and a worked cost per excess click.
- Measurement and ROIInfluencer marketing benchmarks in India: what is published, what is not and how to build your ownInfluencer marketing benchmarks for India, with sources and confidence: engagement by tier, asking prices, agency fees and metrics with no published benchmark.
- Measurement and ROIInfluencer marketing dashboard template: columns, formulas and a filled-in exampleAn influencer marketing dashboard template for Google Sheets or Excel: four tabs, every column, formulas, alert rules and a filled-in example with sample data.
- Measurement and ROIInfluencer marketing incrementality testing: how to design a test a CFO will acceptInfluencer marketing incrementality testing for India: pick a design, match markets, size the test, freeze confounders and read results, with a worked example.
- Measurement and ROIInfluencer marketing LTV and CAC: cohorts, payback and the ratio that mattersInfluencer marketing LTV and CAC for Indian brands: tag customers by source, build cohorts, compare with paid social, forecast from 90 days, set allowable CAC.
- Measurement and ROIInfluencer marketing mix modelling: when it works, what to feed it and how to read itInfluencer marketing mix modelling for Indian brands: data needs, entering creator spend, a noise simulation, calibrating with tests and questions for vendors.
- Measurement and ROIInfluencer marketing ROI formula: six versions, one campaign, six answersThe influencer marketing ROI formula for India, with a rupee example showing how GST, returns, margin and incrementality move one campaign from +162% to -15%.
- Measurement and ROIMeasure influencer impact on marketplace sales: control SKUs, spikes and own-site calibrationHow to measure influencer impact on marketplace sales in India: a daily ledger, control SKUs, post-hour spikes and calibration against your own site's orders.
- Measurement and ROIPost-campaign analysis checklist for influencer campaigns: lock, audit, analyse, decideA post-campaign analysis checklist for influencer campaigns in India: lock the data, audit it, analyse by creator and format, close rights and pay, then decide.
- Measurement and ROISocial listening for influencer campaigns: what to track and how to read sentimentSocial listening for influencer campaigns in India: tool categories, what to track, how to code sentiment in Hinglish and regional languages, with an example.
- Measurement and ROIBrand lift in influencer marketing: surveys, search lift and holdoutsHow to measure brand lift from influencer marketing in India: survey sample sizes, branded search lift, platform lift studies and geo holdouts, with examples.
- Measurement and ROIEarned media value explained: what EMV is, why it misleads and what to use insteadEarned media value explained for Indian brands: how EMV is calculated, why one campaign can score 5x higher or lower, and better metrics to report instead.
- Measurement and ROIHow to measure influencer marketing ROI: KPIs, tracking and formulasHow to measure influencer marketing ROI in India: KPIs by goal, UTM and code tracking, ROAS and ROI formulas with a worked rupee example, and a report template.
- Measurement and ROIInfluencer campaign report template: what a good closing report containsA fill-in influencer campaign report template for brands in India: eleven sections, the proof to attach, flash and weekly formats, and a filled-in example.
- Measurement and ROIInfluencer cost per acquisition: CPA maths, break-even and worked examplesHow to calculate influencer cost per acquisition in India: CPA and CAC formulas, break-even CPA, creator-level sample sizes and labelled worked examples.
- Measurement and ROIInfluencer marketing attribution: last click, codes, MMPs and incrementalityInfluencer marketing attribution in India compared: last click, codes, surveys, MMPs and incrementality tests, with a worked reconciliation and honest limits.
- Measurement and ROIInfluencer marketing KPIs: what to measure for each campaign goalInfluencer marketing KPIs for India by goal: awareness, consideration, conversion, creator ads and retention, with formulas, target-setting steps, a scorecard.
- Measurement and ROIInstagram engagement rate benchmarks in India: what counts as goodInstagram engagement rate benchmarks for India by follower tier and city tier, three formulas, Reels views per follower and honest caveats on data quality.
- Measurement and ROITrack influencer sales with discount codes: design, leakage and limitsHow to track influencer sales with discount codes in India: code design, discount maths, coupon-site leakage and what code attribution cannot prove.
- Measurement and ROIUTM links for influencer campaigns: naming, builder and GA4 reportingHow to use UTM links for influencer campaigns in India: naming conventions, a UTM builder table, link tests and GA4 reports that rank every creator and post.
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