Influencer Marketing KPIs by Campaign Goal: Awareness, Leads, Sales and App

The success of influencer marketing campaigns is not measured solely by views and likes, but by the extent to which they achieve the desired objective—whether that is increasing brand awareness, generating leads, boosting sales, or driving app installs. In this article, we explore the key performance indicators (KPIs) for each objective and discuss how to use them to evaluate campaign results and make better marketing decisions.

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What does this article cover

Why Do Influencer Marketing KPIs Differ by Campaign Goal

Key Performance Indicators for Brand Awareness Campaigns

Key Performance Indicators for Lead Generation Campaigns

Key Performance Indicators for Sales Campaigns

Key Performance Indicators for App Install Campaigns

How to Choose Key Performance Indicators Before Launching a Campaign

Common Mistakes When Measuring Influencer Marketing Campaign Performance

Frequently Asked Questions About Influencer Marketing KPIs

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Why Do Influencer Marketing KPIs Differ by Campaign Goal

Influencer marketing KPIs differ because each campaign aims to achieve a different outcome. A campaign designed to increase brand awareness focuses on reaching audiences and generating views, while a sales campaign measures purchases and the revenue generated.

For example, a campaign may generate millions of views without directly driving sales, yet still be successful if its primary goal is to introduce a new brand to potential customers. Another campaign may generate fewer views but deliver qualified leads or actual sales.

Before launching a campaign, define its primary objective and select the KPIs that best reflect its success:

Brand Awareness: Reach, Impressions, and Video Views.
Lead Generation: Number of Leads, Cost per Lead (CPL), and Lead Quality.
Sales: Number of Orders, Conversion Rate, and Customer Acquisition Cost (CAC).
App Installs: Number of Installs, Cost per Install (CPI), and Install-to-Registration Rate.

The key principle: Choose KPIs based on the outcome you want to achieve, not simply the metrics that are easiest to measure.

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Key Performance Indicators for Brand Awareness Campaigns

Brand awareness campaigns aim to introduce a brand to its target audience and increase the likelihood that people will recognize and remember it. Therefore, measuring likes and comments alone is not enough. Brands should focus on metrics that show how widely the content spreads and how effectively it reaches the intended audience.

The most important KPIs to track include:

1. Reach

Reach measures the number of unique people or accounts exposed to an influencer’s content. It helps brands understand how widely a campaign has spread, particularly when launching a new brand or introducing a product to a new market.

2. Impressions

Impressions measure the total number of times content is displayed, including multiple displays to the same person. Impressions can exceed reach because one person may see the same content more than once.

3. Video Views

Video views indicate how many times a video has been watched according to the viewing criteria used by the relevant platform. When comparing influencer performance, consider that platforms may define and count views differently. Avoid comparing figures directly without accounting for these differences.

4. Video View Rate

Video view rate helps evaluate how effectively a video attracts viewers relative to its opportunity to be seen. However, the calculation method varies by platform and available data. If you plan to compare results across influencers or channels, establish a consistent calculation method before the campaign begins.

5. Engagement Rate

Engagement rate measures how audiences interact with content through actions such as likes, comments, shares, and saves, depending on the platform. It provides insight into audience responses, but a high engagement rate alone does not prove that brand awareness has increased.

6. Brand Mentions and Search Lift

Brands can monitor how often they are mentioned in comments or posts and track changes in searches for their brand name during the campaign, when suitable data is available. These metrics can help reveal whether the campaign encouraged people to engage with the brand or actively search for it.

How Do You Choose the Right KPIs

If your goal is to reach as many people as possible, focus on reach and impressions.
If your goal is to attract attention to video content, track video views and view rate.
If your goal is to encourage audience interaction with the brand, monitor engagement rate and brand mentions.
If your goal is to increase brand awareness and interest, also monitor changes in brand-related searches when reliable data is available.

Important: A high number of video views does not necessarily mean greater brand awareness. For a more accurate assessment, connect reach and engagement metrics to your campaign objectives, and use additional measures, such as brand recall surveys, when available.

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Key Performance Indicators for Lead Generation Campaigns

Lead generation campaigns aim to encourage audiences to take an action that demonstrates interest in a product or service, such as filling out a form, signing up for an offer, requesting a consultation, or contacting a sales team. Therefore, measuring clicks and engagement alone is not enough. Brands also need to understand how many leads the campaign generates, how qualified those leads are, and how much it costs to acquire them.

The most important KPIs to track include:

1. Number of Leads

This measures the total number of potential customers generated by the campaign, such as people who submit their details through a form or request contact from the company. To attribute leads to an influencer campaign, use dedicated tracking links, registration forms, or campaign-specific codes.

2. Conversion Rate

Conversion rate measures the percentage of people who complete the desired action, such as submitting a registration form, relative to the number of visits or clicks used in the calculation.

Formula:

Conversion Rate = (Number of Conversions ÷ Number of Visits or Clicks) × 100

Clearly define the denominator used in your calculation, as the results will differ depending on whether you measure visits or clicks.

3. Cost per Lead (CPL)

CPL measures the average cost of acquiring one lead through a campaign. It helps brands evaluate spending efficiency and compare the performance of different influencers or campaigns.

Formula:

Cost per Lead (CPL) = Total Campaign Cost ÷ Number of Leads

Define which expenses are included, such as influencer fees, content production, and paid advertising, to ensure accurate comparisons.

4. Lead Quality

Generating a large number of leads does not necessarily mean a campaign is successful. Some people may submit a form without having a genuine intention to purchase or use the service.

To evaluate lead quality, track metrics such as the percentage of qualified leads, the number of people who book consultations or contact the sales team, and the percentage of leads that progress to the next stages of the sales funnel.

5. Cost per Qualified Lead

If your campaign targets people who meet specific criteria, measuring the cost of acquiring a qualified lead can be more useful than focusing on the total number of leads alone.

Formula:

Cost per Qualified Lead = Total Campaign Cost ÷ Number of Qualified Leads

How Do You Choose the Right KPIs

If your goal is to increase registrations or contact requests, focus on the number of leads and conversion rate.
If your goal is to reduce lead acquisition costs, monitor CPL while maintaining the required lead quality.
If your goal is to attract leads who are more likely to purchase, focus on lead quality and cost per qualified lead.

Important: Do not evaluate campaign success based on a low CPL alone. A campaign may generate many inexpensive leads without attracting the right audience. Combining lead volume, acquisition cost, and lead quality provides a clearer picture of campaign performance.

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Key Performance Indicators for Sales Campaigns

Influencer marketing campaigns focused on sales aim to turn audience interest in products or services into actual purchases. Therefore, measuring views and engagement alone is not enough. Brands should focus on the number of orders, revenue generated by the campaign, customer acquisition costs, and return on ad spend when applicable.

The most important KPIs to track include:

1. Attributed Orders and Sales

This measures the number of orders and the value of sales that can be linked to an influencer campaign. You can track them using dedicated links, discount codes, or the tracking and analytics tools available in your store.

It is important to define how sales are attributed to the campaign because some customers may see an influencer's content and make a purchase later through another channel.

2. Conversion Rate

Conversion rate measures the percentage of visitors who complete a purchase relative to the number of visits or clicks used in the calculation.

Formula:

Conversion Rate = (Number of Purchases ÷ Number of Visits or Clicks) × 100

Use a consistent basis for calculation when comparing the performance of different influencers or campaigns.

3. Customer Acquisition Cost (CAC)

CAC measures the average cost of acquiring a new customer. It helps brands determine whether the cost of attracting customers is reasonable relative to the sales generated by the campaign.

Formula:

Customer Acquisition Cost (CAC) = Total Customer Acquisition Costs ÷ Number of New Customers Acquired

Define which expenses are included, such as influencer fees, content production, and paid advertising. Also, distinguish between new and existing customers.

4. Return on Ad Spend (ROAS)

ROAS measures the revenue attributed to advertising compared with the amount spent on ads. It is particularly useful when a campaign includes paid advertising, such as promoting influencer content.

Formula:

ROAS = Revenue Attributed to Ads ÷ Advertising Spend

For example, if ads generate $10,000 in attributed revenue from $2,000 in advertising spend, the ROAS is 5x.

Note: ROAS is not the same as net profit. It does not necessarily account for product costs, shipping, commissions, or other business expenses.

5. Average Order Value (AOV)

AOV measures the average amount customers spend per order. It helps brands understand whether a campaign is generating higher-value purchases rather than simply increasing the number of orders.

Formula:

Average Order Value (AOV) = Total Order Revenue ÷ Number of Orders

How Do You Choose the Right KPIs?

If your goal is to increase the number of orders, focus on attributed orders and conversion rate.
If your goal is to reduce customer acquisition costs, monitor CAC while considering customer quality and purchase value.
If your goal is to evaluate paid advertising efficiency, use ROAS alongside total advertising spend.
If your goal is to increase purchase value, monitor average order value (AOV).

Important: Do not rely on the number of orders alone to evaluate campaign success. Consider sales alongside customer acquisition costs and average order value, and establish a clear attribution method to measure results more accurately.

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Key Performance Indicators for App Install Campaigns

App install campaigns aim to encourage audiences to download an app and start using it. However, campaign success is not determined by the number of installs alone. Brands also need to understand the cost of acquiring each install, how many users register or complete in-app actions, and whether they continue using the app over time.

The most important KPIs to track include:

1. Number of App Installs

This measures the number of app installs attributed to the campaign. It helps brands evaluate how effectively influencers attract new users.

For more accurate measurement, use mobile measurement partners (MMPs) or available analytics tools, and establish a clear method for attributing installs to the campaign.

2. Cost per Install (CPI)

CPI measures the average cost of acquiring one app install. It helps brands compare spending efficiency across different influencers or campaigns.

Formula:

Cost per Install (CPI) = Total Campaign Cost ÷ Number of Attributed Installs

Define which expenses are included, such as influencer fees, content production, and paid advertising, to ensure accurate comparisons.

3. Install-to-Registration Rate

This measures the percentage of users who register an account after installing the app. It helps brands determine whether a campaign attracts users who are willing to take the next step rather than simply download the app.

Formula:

Install-to-Registration Rate = (Number of Users Who Registered ÷ Number of Attributed Installs) × 100

Whenever possible, ensure that the users counted in the numerator and denominator belong to the same cohort and measurement period.

4. Cost per In-App Action

An install may be only the first step. A campaign may aim to encourage users to complete a purchase, subscribe to a service, book an appointment, or perform another action within the app.

This metric measures the average cost of generating the selected action.

Formula:

Cost per In-App Action = Total Campaign Cost ÷ Number of Attributed Target Actions

Choose an action that reflects your business objective instead of focusing on installs alone.

5. User Retention Rate

User retention measures the percentage of users who continue using the app after installing it over a defined period. Brands can track Day 1 (D1) or Day 7 (D7) retention, depending on the app's purpose and campaign objectives.

This metric helps determine whether a campaign attracts users who remain active or users who install the app and quickly stop using it.

How Do You Choose the Right KPIs

If your goal is to increase downloads, focus on the number of attributed installs and CPI.
If your goal is to increase registrations, monitor the install-to-registration rate.
If your goal is to encourage specific user actions, track the cost per in-app action.
If your goal is to attract users who continue using the app, monitor retention metrics such as D1 and D7.

Important: A low CPI does not necessarily mean a campaign is successful. You may generate many installs at a low cost, but users might never register or return to the app. Connect install metrics with post-install user behavior to evaluate the quality of your results more effectively.

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. Comparison Table: Campaign Goals and the Most Relevant KPIs

The following table helps you choose the right key performance indicators (KPIs) for each influencer marketing campaign goal, allowing you to evaluate results based on what the campaign is designed to achieve.

Campaign Goal

Key Performance Indicators (KPIs)

What They Help Measure

Brand Awareness

Reach, Impressions, Video Views, Engagement Rate, Brand Mentions

How widely content spreads, how many people it reaches, and how audiences interact with it

Lead Generation

Number of Leads, Conversion Rate, Cost per Lead (CPL), Lead Quality

The campaign’s ability to attract interested prospects and convert them into qualified leads

Sales

Attributed Orders and Sales, Conversion Rate, Customer Acquisition Cost (CAC), Return on Ad Spend (ROAS), Average Order Value (AOV)

The campaign’s ability to generate sales, acquire customers efficiently, and evaluate spending performance

App Installs

Number of Installs, Cost per Install (CPI), Install-to-Registration Rate, Cost per In-App Action, User Retention Rate

The campaign’s ability to attract new users and measure their behavior after installing the app

How Should You Use This Table

Before launching a campaign, define its primary objective and select the KPIs that directly measure it. Then, agree on how results will be tracked and which data sources will be used in reporting.

You can also select secondary metrics to provide additional context, but avoid using the same indicators to judge every campaign. High video views may indicate success for a brand awareness campaign, while a sales campaign requires actual order and revenue data.

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How to Choose Key Performance Indicators Before Launching a Campaign

Choosing the right Key Performance Indicators (KPIs) starts with identifying what the brand wants to achieve, rather than selecting the most common or easiest metrics to measure. To evaluate campaign performance accurately, follow these steps:

1. Define the campaign’s primary objective: Is the goal to increase brand awareness, generate leads, drive sales, or achieve more app installs?

2. Match each objective with relevant KPIs: Choose metrics that directly measure the desired outcome. For example, Reach is suitable for awareness campaigns, while Return on Ad Spend (ROAS) is an important metric for evaluating sales campaigns.

3. Set measurable targets in advance: Establish a clear target, such as the number of leads to generate or sales to achieve, based on the campaign budget and historical performance data, if available.

4. Agree on tracking and attribution methods: Decide how campaign results will be attributed, whether through tracking links, discount codes, registration forms, or suitable analytics tools.

5. Select secondary metrics when needed: Additional indicators can provide deeper insights into performance, but priority should remain on the KPIs directly related to the campaign’s primary objective.

Important Tip: Agree with the creator or agency on the KPIs, calculation methods, and data sources before the campaign begins. This helps prevent mismatched expectations and makes performance evaluation clearer and fairer.

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Common Mistakes When Measuring Influencer Marketing Campaign Performance

Some marketers make mistakes that lead to inaccurate evaluations of influencer marketing campaigns, even when the results appear promising. Here are the most common mistakes and how to avoid them:

1. Relying Only on Views and Likes: A campaign may generate high engagement without increasing sales or attracting qualified leads. Performance should therefore be evaluated against the campaign’s primary objective.

2. Using KPIs That Do Not Match the Campaign Goal: Reach alone is not enough to evaluate a campaign designed to drive sales. Similarly, brand awareness campaigns should not be judged solely by the number of orders generated.

3. Failing to Define Tracking Methods in Advance: Without tracking links, discount codes, or clear attribution methods, it becomes difficult to determine which results the campaign actually generated.

4. Ignoring Result Quality and Focusing Only on Quantity: A brand may generate a large number of leads, but only a small percentage may be qualified prospects. Lead quality should therefore be evaluated alongside lead volume and cost.

5. Confusing Return on Ad Spend with Profit: ROAS measures the revenue attributed to advertising relative to advertising spend, but it does not represent net profit after accounting for product, operational, and other costs.

6. Ignoring Costs When Comparing Campaigns: A campaign may generate more sales but still be less efficient if it requires significantly higher spending. Compare results against costs and metrics such as Customer Acquisition Cost (CAC).

7. Evaluating Results Too Early: Some campaigns need time for views or clicks to translate into purchases. Set an appropriate measurement period based on the campaign type and the customer’s buying cycle.

8. Comparing Campaigns Without Considering Their Different Conditions: Comparing two campaigns may be misleading if they differ in platforms, target audiences, budgets, or objectives. Account for these differences before drawing conclusions.

Conclusion: Measuring influencer marketing campaign performance involves more than collecting numbers. It requires selecting relevant KPIs, tracking results consistently, and connecting performance to the campaign’s costs and business objectives.

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Frequently Asked Questions About Influencer Marketing KPIs

1. What Are Key Performance Indicators (KPIs)

Key Performance Indicators (KPIs) are measurable metrics used to evaluate progress toward a specific goal. In influencer marketing, they may include reach, engagement rate, leads, sales, Customer Acquisition Cost (CAC), and other metrics depending on the campaign objective.

2. What Are Some Examples of KPIs in Influencer Marketing

Examples include Reach, Impressions, Engagement Rate, Cost per Lead (CPL), Customer Acquisition Cost (CAC), Return on Ad Spend (ROAS), and Cost per Install (CPI).

3. How Do You Choose the Right KPIs for an Influencer Marketing Campaign

Start by defining the campaign’s primary objective, such as increasing brand awareness, generating leads, driving sales, or achieving app installs. Then select metrics that directly measure that objective and establish how results will be tracked before launching the campaign.

4. How Is a KPI Calculated

The calculation depends on the metric. For example, Engagement Rate can be calculated by dividing the interactions included in the measurement by the chosen base, such as reach or follower count, and multiplying the result by 100. Cost per Lead (CPL) is calculated by dividing the total campaign cost by the number of leads generated.

5. What Is the KPI Cycle

The KPI cycle involves setting objectives, selecting relevant metrics, establishing targets, collecting data, reviewing results, and using insights to improve performance. This cycle repeats to monitor progress and optimize future campaigns.

6. What Are the Seven Steps to Developing KPIs

A practical seven-step process includes defining the objective, selecting the appropriate metric, establishing the calculation method, setting a measurable target, identifying data sources, monitoring results regularly, and reviewing or adjusting the KPIs when necessary.

7. What Is Influencer Marketing

Influencer marketing is a strategy in which brands collaborate with content creators to promote products or services and reach their audiences. Its success can be measured through campaign-specific objectives, including brand awareness, engagement, lead generation, and sales.

8. What Are the General Objectives of Marketing

Marketing objectives commonly include increasing brand awareness, generating leads, acquiring new customers, increasing sales, strengthening customer loyalty, and improving customer retention. Each objective should be linked to relevant KPIs to measure progress.

9. What Are the Most Important Marketing Strategies

Common marketing strategies include content marketing, influencer marketing, Search Engine Optimization (SEO), social media marketing, email marketing, paid advertising, and affiliate marketing. The right strategy depends on the target audience, business objectives, and available budget.

10. What Are the Four Ps of Marketing

The four Ps of marketing, also known as the marketing mix, are Product, Price, Place, and Promotion. Together, these elements help brands develop a comprehensive marketing strategy.

11. What Are the Most Important Marketing Ethics

Key marketing ethics include honesty, transparency, avoiding misleading advertising, respecting customer privacy, and providing accurate product information. In influencer marketing, brands and creators should also follow applicable advertising disclosure requirements and regulations in their target markets.

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Want to measure the success of your influencer marketing campaigns and achieve better results? Gravity Marketing helps you select the right creators, develop campaigns aligned with your brand objectives, and monitor Key Performance Indicators (KPIs) to evaluate results and improve campaign performance across Egypt and the MENA region.

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