I’m struggling with client reporting for my influencer campaigns. Currently just sending basic metrics but clients want more depth. What format and data points do you all use that actually keep clients happy and engaged?
Learned this the hard way on a fashion brand campaign. We were tracking usual engagement stuff, but noticed comments weren’t just about products anymore - people were talking lifestyle. Started showing clients sentiment trends next to reach numbers, and suddenly they could watch their brand perception change in real-time. That emotional data ended up mattering way more than follower counts when renewal time came around.
We had a B2B campaign where we ditched the usual influencer vanity metrics and tied everything to our email flows instead. Tracked which creators brought in the best email subscribers, then measured their lifetime value through our nurture sequences. Once we switched from counting likes to tracking actual revenue through email funnels, clients finally got the real ROI story.
Same issue with an e-commerce client running influencer campaigns and paid ads. The breakthrough was treating influencer reporting exactly like PPC attribution. We tracked UTM parameters religiously and built a dashboard showing cost per acquisition next to engagement metrics. Suddenly the client could compare influencer spend directly to their Google Ads CPA. Budget conversations became way easier.
Had a SaaS client whose influencer reports completely missed bottom-funnel connections. We mapped which creator content actually pushed prospects through our editorial touchpoints - like tracking someone who engaged with an influencer post, then grabbed our pillar content weeks later. This attribution story changed everything in budget meetings. We could finally show the complete customer journey instead of just vanity metrics.
Last year during a client audit, I found their influencer landing pages had awful Core Web Vitals - great traffic from creators but conversions were dying. Their branded terms were tanking in search results too. We fixed the technical problems and started tracking organic visibility with the influencer metrics. Suddenly we could prove to clients that influencer campaigns were actually boosting their search presence. The connection blew everyone’s minds.