What are influencer KPIs for conversion campaigns?

What are influencer KPIs for conversion campaigns?

Influencer KPIs for conversion campaigns are metrics used to measure how effectively an influencer campaign drives measurable actions, such as purchases, sign-ups, leads, or revenue. For conversion-focused campaigns, the most important KPIs are conversion rate, attributed sales/revenue, CPA or CAC, and ROAS.

Key influencer conversion KPIs include:

• Conversion Rate (CVR): Percentage of influencer-referred visitors who complete the desired action, such as making a purchase.
• Attributed Revenue: Revenue that can be linked to a specific influencer using unique links, UTM parameters, promo codes, or affiliate tracking.
• Cost Per Acquisition (CPA): Total campaign cost divided by the number of attributed conversions.
• Customer Acquisition Cost (CAC): Total cost required to acquire new customers, including relevant campaign and creator costs.
• ROAS: Attributed revenue divided by campaign spend. It shows how much revenue was generated for each unit of currency spent.
• CTR: Percentage of people who click an influencer’s tracked link after seeing the content.
• Promo-Code Redemptions: Number of purchases made using an influencer-specific discount code.
• Average Order Value (AOV): Average amount spent by customers acquired through the influencer campaign.
• Revenue per Influencer: Revenue generated by each creator, useful for identifying the highest-performing influencers.
• Repeat Purchase Rate / Customer LTV: Helps determine whether customers acquired through influencers continue purchasing after the initial conversion.

For a sales-focused campaign, ROAS, CPA/CAC, attributed revenue, and conversion rate should generally be the headline KPIs, while CTR, clicks, and AOV help explain why the campaign performed the way it did.

Example: If an influencer campaign costs ₹50,000 and generates ₹1,50,000 in tracked sales, its ROAS is 3×. If it generates 100 purchases, the CPA is ₹500 per acquisition.