- Create your campaign
An introduction to create a campaign 2 min
Creating a new project & setting up campaign details 3 min
Finding influencers for your campaign 2 min
- Manage a paid program
An introduction to manage a paid program 3 min
Instagram stories & oAuth 5 min
Budget calculator 6 min
Contracts 2 min
- Activate your community
An introduction to activate your community 1 min
- Report on campaign performance
An introduction to report on campaign performance 3 min
Create a campaign report 5 min
Performance tab 4 min
Cost metrics 4 min
In this lesson, we will focus on analysing the Cost-per Metrics within your campaign report. We will explore what these metrics mean, as well as how you can use them to enrich your analysis of an influencer campaign.
Before we dive in, let’s quickly review a few campaign parameters that must be set up in order for your Analytics report to show these cost metrics:
- Check to ensure that you have entered in costs associated with your influencers. Costs can represent fees paid to your influencers, or any other costs associated with activating them (flights, tickets to an event, products gifted, etc.).
- Check that your report is being created at the campaign level. That means when you look to the left, you see the name of your campaign, and not “Account”
- Ensure that you have turned on the “Cost per Metric” option in the settings of your report.
Now that we have made sure that these 3 conditions have been met, let’s review our cost metrics.
As you browse your influencers in the Performance tab of your report, you will find the sum of the costs you entered in association with each influencer just beneath their name. Product send costs will also be included in this total if you added them to your campaign.
Moving on to the cost metrics we see to the right:
In the posts column, you will see each influencer’s cost per post. This value is calculated by dividing the total investment in your influencer (see left..) by the number of posts you contracted them to deliver. To check the math, just divide the Cost beneath your influencer’s name, by the denominator in the Posts column. Remember, cost per post is always calculated based on the number of posts you contracted your influencer for not how many they actually deliver.
Moving along to the Engagements column, you will see a cost per engagement.
While the Cost Per Post calculation takes only the number of contracted deliverables into account, the Cost Per Engagement calculation is different in that it is calculated based on the sum of engagements from all delivered posts.
This is important to note, as the CPE is a great metric to look at in order to understand the value that you are getting from each influencer - especially those who are willing to over-deliver in their posts. Ultimately these influencers will likely garner more engagements overall, and you will see this reflected in their comparatively lower CPEs.
Keep in mind that the Cost Per Engagement calculation takes into account all deliverables fees and costs paid to the influencer for deliverables EXCEPT for any fees paid for Story posts. Fees associated with Story posts will be explained when we reach the Cost Per Story View metric.
Moving along to Cost Per View: here, the calculation is: the total fees paid to your influencer for video posts, divided by the total number of video views generated by all delivered videos.
Similarly, Cost Per Story Views are calculated by taking the total fees paid to your influencer for Story posts and dividing this by the total number of Story views generated by all delivered Stories.
Remember that Story Views are available for influencers whose Instagram accounts are connected to Traackr via the authentication process.
This concludes our tour of the cost metrics available in your campaign reporting.
We hope you will find that the Cost Metrics help you to analyze and compare the efficiency of your influencer marketing investments. Understanding which of your investments are performing the best will help you determine how to allocate future investments and improve your overall ROI.
Post types 1 min
- Knowledge check
Knowledge check: Create and manage campaigns
- What's next?
Create and manage campaigns
Manage organic and paid activations with a comprehensive toolset.
Whether you're running campaigns for organic advocacy, product sends, or paid sponsorships, Traackr’s campaign management toolset simplifies the process.
We've designed this course to enable you to run any type of campaign in Traackr with customized workflows, influencer communications, and deliverable tracking. You'll be equipped to deliver more impact with each influencer marketing campaign you run.
If you're new to using Traackr for campaign management, this course will make you a pro in no time.
If you've been using Traackr, enroll to sharpen your skills and streamline your activations.