Before you hire an influencer, decide what success looks like. SushiVid's KPI template links each campaign goal to a key performance indicator (KPI) and to a measure that tells you whether you hit it. This page sets out all eight goals from the template and explains how to use them.
Goal, KPI, measure: how the template works
The template has three columns:
- Goals – what the business wants from the campaign.
- Key Performance Indicator – the specific number or result that shows progress towards the goal.
- Measure to KPI – where the data comes from, so you can compare results before and after the campaign.
The 8 influencer marketing goals and their KPIs
| Goal | Example KPI | How to measure |
|---|---|---|
| Increase in sales | Revenue increase from X to Y | See CRM report |
| Get more social media followers | Followers increase from 3,000 to 10,000 | Pre- and post-campaign records of followers |
| Increase in user engagement | Increase in shares, likes and comments | See SushiVid Analytics |
| Better SEO | More backlinks to your website, more long-tail keywords used | Increase in rankings in keyword search |
| Improvement in customer service | Number of support tickets answered | Good feedback on customer surveys |
| Get brand awareness | Increase in searches for your brand | See Google Keyword Planner |
| Increase visitors to landing page | Unique visitors increase from 500 per day to 800 per day | Google Analytics or increase in Alexa Rating |
| Number of leads increase | More sign-ups on landing pages or social media | See CRM report (compare pre- and post-campaign results) |
How to use each KPI
Sales
Write down revenue before the campaign (X) and set a target (Y). Your CRM report shows whether sales moved during and after the campaign.
Followers
Record your follower count on the day the campaign starts and again when it ends. The template's example is growth from 3,000 to 10,000 followers.
Engagement
Track shares, likes and comments on influencer posts and on your own channels. SushiVid Analytics is the measure named in the template.
SEO
Influencer blog posts and video descriptions can link back to your site. Count new backlinks and check whether more long-tail keywords now bring visitors, then watch your rankings in keyword search.
Customer service
Campaigns can bring a wave of questions. Track how many support tickets are answered, and use customer surveys to check the feedback is good.
Brand awareness
If more people know your brand, more of them search for it. Use Google Keyword Planner to compare search volume for your brand name before and after the campaign.
Landing page visitors
Measure unique visitors per day in Google Analytics. The template's example is a rise from 500 to 800 unique visitors a day. (The template also lists Alexa Rating; Amazon retired Alexa rankings in 2022, so use Google Analytics or a similar web analytics tool instead.)
Leads
Count sign-ups on landing pages and social media, and compare the CRM report before and after the campaign.
Tips for setting influencer KPIs
- Pick one or two goals per campaign. A sales campaign and an awareness campaign need different creators, content and measures.
- Record the “before” number. Every measure in the template depends on comparing pre- and post-campaign results.
- Use real numbers. “From 3,000 to 10,000 followers” is a KPI. “More followers” is not.
- Agree the measure up front. Decide with the influencer or agency which report or tool will be the source of truth.
Plan your next campaign with SushiVid
SushiVid sets KPIs with brands at the start of every campaign and reports against them at the end. See our managed influencer marketing service, check typical budgets in our influencer marketing cost guide, or read our case studies.
Download the KPI template (Word)
One-page Word document (.docx), free, no sign-up.
Frequently asked questions
What KPIs should I use for influencer marketing?
It depends on your goal. SushiVid's template lists eight: sales, followers, engagement, SEO, customer service, brand awareness, landing page visitors and leads, each with an example KPI and a way to measure it.
How do I measure brand awareness from an influencer campaign?
One way in the template is to track searches for your brand name, using Google Keyword Planner to compare search volume before and after the campaign.
Why compare pre- and post-campaign results?
Without a starting number you cannot tell whether the campaign made a difference. Record each metric before the campaign starts and again when it ends.