18 Influencer Marketing KPIs to Track in 2025

Influencer marketing has evolved from a side bet into a strategic growth channel. But if you’re still measuring success by followers and likes alone, you’re missing the point — and the profit.

Want to win in this space? You must track the right influencer marketing KPIs, focusing on behavior over buzz and performance over presence.

This guide breaks down 18 essential influencer marketing metrics that you should be tracking this year, from brand awareness metrics to retention and ROI indicators. 

Let’s start with the top-of-the-funnel metrics.

Awareness KPIs

For all the excitement around influencer conversion, we can’t forget the role influencers play in sparking discovery and shaping brand presence. Awareness metrics help you understand how visible your brand is — and to whom.

Reach

This metric represents the number of unique users who saw an influencer’s content promoting your brand.

While reach alone isn’t enough to gauge success, it does provide a sense of potential exposure. Pair it with engagement or conversion metrics to see if your campaign is reaching the right people.

Impressions

Impressions track the total number of times content was displayed, including multiple views by the same user. Although often confused with reach, impressions can signal repeat exposure, which is particularly valuable for multi-post campaigns or story sequences.

Tracking impressions can help optimize creative frequency and spot high-visibility formats across platforms.

Brand Mentions & Share of Voice

Monitoring brand mentions helps you understand how often influencers are referencing your product, service, or campaign, whether they’ve tagged your brand or not.

Advanced tracking tools can compare your brand’s mention volume to competitors, revealing how much space you own in the broader online conversation. It’s a strong directional signal for long-term brand equity.

Hashtag Performance & Virality

Campaign hashtags remain a popular tactic for tracking UGC (user-generated content) and virality, especially on platforms like TikTok and Instagram. Keep a close eye on adoption rate, hashtag impressions, number of unique users, and how shareable posts are across follower networks.

Measuring hashtag velocity (how quickly hashtag usage accelerates after a post) can also surface top-performing creators.

Hashtags still have a place in your influencer strategy, but their role in 2025 looks different.

While platforms like TikTok continue to rely on them for discovery and trend surfacing, others have stepped back. Instagram, for example, has publicly confirmed that hashtags no longer meaningfully boost reach — and even removed the option to follow them.

The takeaway? Use hashtags with purpose. Relevance drives engagement. Overuse doesn’t.

Video View Completion Rate

Video View Completion Rate (VCR) is one of the clearest signals of whether your content is holding attention, or losing it.

A high percentage means people didn’t just click — they stayed engaged. A low one? It’s worth revisiting the hook, or considering deeper audience–content alignment issues. It’s also a great way to compare longer-form vs shorter video formats.

But context matters.

Short-form clips will almost always perform better on this KPI. A six-second video is more likely to be watched in full than a 30-second one, especially on platforms like Instagram Reels or TikTok. That doesn’t mean short always wins — you need to earn your audience’s attention early and keep it for as long as you can.

Social media gives you milliseconds to make an impression. If your content isn’t immediately arresting, viewers will scroll past or skip before the message lands.

How do you increase completion rates without sacrificing depth?

Here’s where smart creative — and great influencer partnerships — make all the difference:

• Lead strong. First seconds matter. Hook quickly, then build the story.
• Stay native. The best influencer content doesn’t interrupt the platform — it belongs there.
• Give room to breathe. Longer content can perform brilliantly if it’s genuinely engaging. Let creators speak in their voice and connect authentically.

Remember, VCR is a useful KPI — but it shouldn’t limit creativity. If your video connects, completion will follow. Measuring this metric in context (alongside engagement, sentiment, and message retention) is what sets apart the most effective campaigns.

Engagement KPIs

High reach means little without proof that your audience is actually paying attention or interacting in a meaningful way. Engagement KPIs provide a clearer picture of how influencer content is landing with viewers.

Engagement Rate

Arguably the most well-known KPI, this measures likes, comments, shares, and saves relative to reach or follower count.

Engagement rate gives you a quick snapshot of how effective an influencer is at prompting action — but remember, rates vary widely by vertical, creator size, and platform. Avoid judging off-market numbers without proper benchmarking.

Engagement Quality Score

Getting 100 one-word comments isn’t the same as starting thoughtful, customer-led conversations.

An ‘engagement quality score’ is a composite metric that considers the depth and tone of interactions, the influence level of the commenters, and whether activity is surface-level or shows signs of deeper brand trust.

Click-Through Rate (CTR)

CTR measures how many people clicked on a link or call-to-action versus the number who saw it. In influencer marketing, this typically refers to actions like ‘link in bio’, story swipe-ups, pinned YouTube links, or TikTok profile clicks.

A high CTR means your audience didn’t just see the content — they felt a reason to engage with it. But clicks alone don’t tell the full story. Driving traffic is one thing. Understanding what those users do when they arrive on your site? That’s where campaign insight becomes business value.

Track bounce rates to see if your landing pages are holding interest. Use post-click metrics to identify which audiences are more likely to stick around. And consider optimizing for upper-funnel actions (like “view content”) to engage users earlier in the journey — especially when testing new creatives or influencer partnerships.

Much like CPM, your CTR can fluctuate based on countless factors like format, platform, audience, and time of day. But there’s one thing that always makes a difference: relevance. When content feels native to the channel and genuinely resonates, clicks follow. Add a clear, compelling call to action, and that engagement becomes even more cost-efficient.

Saves & Shares

Saves show that a user found the content valuable enough to keep for later (a positive signal if you're selling products with a longer purchase cycle).

Shares are arguably even more powerful. They indicate that someone found the content interesting enough to show a friend. Both are underused KPIs for assessing long-term content utility and virality potential, so keep them front-of-mind.

Comment Sentiment

If you’ve got comments flowing, don’t just count them. Analyze them.

Sentiment tracking tools (or even a manual word cloud analysis) can reveal whether influencers are sparking genuine interest or just attracting generic responses. Look for positive mention patterns, product keywords, and common objections — all useful insight for future campaigns.

Conversion & ROI KPIs

If revenue performance is the goal, then conversion and ROI KPIs matter most. Good storytelling might win attention, but great influencer marketing leads to measurable outcomes. Here’s how to start tracking them.

Conversion Rate

This is your definitive measure of how many people took the intended action, whether that’s a purchase, sign-up, or download.

Conversion rate can vary by platform, influencer tier, product category, and time of day, so contextualize your results appropriately. And always match your attribution window to your average decision cycle (i.e., don't expect a skincare customer to convert 30 minutes after discovery).

Cost Per Acquisition (CPA)

CPA tells you how much you’re spending to acquire a customer through influencer activity. As a performance benchmark, it helps compare influencer marketing to other acquisition channels — whether that’s paid social, affiliates, or referrals.

A high CPA may not always be bad — especially if you're bringing in higher-quality customers. But if you can reduce it by 10–20% over time through better creator selection or content testing, that can have a huge impact on your bottom line. Thankfully, trust-driven channels like referral marketing naturally reduce CPA because they leverage organic recommendations to drive acquisition without relying on expensive ads.

Return on Ad Spend (ROAS)

ROAS is a revenue-focused metric that tells you how much money you made for every pound, dollar, or euro spent on advertising an influencer campaign.

It’s especially helpful for ecommerce marketers comparing performance across platforms or formats, offering a clean way to evaluate short-term efficiency.

Return on Investment (ROI)

ROI goes a step further than ROAS by factoring in total costs,  including product gifting, content creation, platform fees, and internal resources.

Used correctly, it can help you compare influencer marketing to every other growth engine — and make the case for bigger future budgets. ROI considers the overall profitability of an investment, including all costs, while ROAS specifically focuses on the revenue generated from advertising spend.

Earned Media Value (EMV)

Earned Media Value (EMV) estimates the organic media coverage that your influencer content generates — including impressions, likes, shares, and comments — by comparing it to what you would have spent to achieve the same results through paid advertising.

You can often calculate EMV by multiplying the number of impressions by a cost-per-thousand impressions (CPM) and an adjustment variable, which accounts for the quality and specific goals of your campaign.

While it isn’t a precise metric, EMV is a useful way to illustrate the broader impact of influencer campaigns, especially in executive summaries or top-line reports. It helps tell the story of overall value, even when direct conversions aren’t the primary goal.

Affiliate Link Performance & Promo Code Usage

Tracking individual link and code usage is table-stakes for proving attribution. It helps you see which influencers are actually moving product, how they’re converting, and what kind of customer they’re bringing in.

Cross-reference with your existing referral programme data, and you’ll start to uncover which creators drive higher-value referrals — not just volume.

Brand & Trust Metrics

The biggest reason for building influencer campaigns is to drive conversions, but that doesn’t mean you shouldn’t focus on sentimental metrics like trust, consideration, and long-term advocacy. These metrics are essential for measuring brand reputation, which is essential for long-term success.

These KPIs will give you a clearer sense of impact.

Brand Sentiment

Sentiment analysis tools extract recurring emotional or perception-based themes across influencer comments and re-shares.

Positive sentiment over time is a strong long-tail signal: it hints that your brand is landing well with new audiences and developing a healthy reputation inside influencer communities.

Brand Recall & Awareness Lift

You can run A/B tests or use post-campaign surveys to measure incrementality — i.e., whether viewers actually remember your brand, messaging, or product differentiators.

Facebook’s Brand Lift or TikTok’s survey tools can help here, especially if you’re running paid-uplift influencer content with a media component.

How to Track and Measure Influencer Marketing KPIs

• Google Analytics (with attribution campaigns and UTMs).
• Shopify Plus or ecommerce backends.
• Influencer marketing platforms that integrate with first-party checkout or CRM data.
• Mention Me Influencer — especially for brands reactivating loyal customers as creators, with built-in LTV and referral impact tracking.

How to Choose the Right KPIs in Influencer Marketing

Choosing the right influencer marketing KPIs isn’t ticking a box. You must align your measurement framework with your marketing goals, your campaign design, and your business priorities.

So before you launch, take a step back and consider this: What does success actually look like?

That answer might change depending on your brand’s maturity, product category, target customer, or even the platform you’re activating. But the thinking process should always start with intent.

Here’s a framework to guide you.

Define your objective by funnel stage

• Are you trying to boost brand awareness, drive conversions, re-engage lapsed customers, or deepen loyalty?
• For awareness goals, focus on metrics like reach, impressions, video completion rate, and share of voice.
• For engagement, look at comment quality, saves, shares, and click-through rate.
• For conversion, prioritize metrics like CPA, ROI, conversion rate, and code redemptions.
• For advocacy and loyalty, track referral behavior, customer lifetime value, and repeat purchases driven by influencers.

Every campaign can span more than one stage, but each campaign should have a primary objective. Align your KPIs accordingly.

Understand your influencer program’s maturity

Early-stage programs might be experimenting with platforms, formats, and audience fit. In this phase, testing a broader range of metrics is key to learning what resonates.

As you mature, shift to deeper performance signals: measuring ROI, segmenting by influencer tier, refining your acquisition vs retention strategy, and tracking long-term CLTV (customer lifetime value).

Don’t expect perfect data in the early days. Expect directional insight — and build on it.

Consider the nature of your product

A high-involvement product (think skincare regime or financial service) typically requires more education, trust, and time before a user converts. In those cases, brand recall, VCR, and thoughtful comment sentiment may signal success better than CPA alone.

More transactional products (like fashion accessories or snacks) can often move faster, making code tracking, affiliate links, and ROAS direct indicators of performance.

Match metrics to useful decision points

• Are the metrics we’re tracking tied to a decision we need to make later?
• Will this data help us pick better influencers next time?
• Will it shape our creative briefs or our platform strategy?

For example, if you’re choosing between gifting or paid partnerships, make sure you can track both and compare investment vs return. If you’re testing carousels against reels, ensure your metrics can show which format encouraged more interaction.

Clarify your internal priorities

• “This campaign helped us lower CPA by 30% vs paid” (performance)
• “We saw a 4x increase in branded search after the launch” (awareness)
• “Referral codes from influencers drove £40K in net new revenue” (revenue attribution)
• “Influencer-acquired customers showed 18% higher LTV than our average” (loyalty/retention)

Start focused, then evolve

Trying to track every KPI from day one can lead to noise — and missed insight. Instead, start with 2–3 core KPIs linked to your main objective. Ensure attribution is solid. Check your tracking setup. Make sure insights are clear and actionable.
From there, expand.

You might start with CTR and purchase conversion rate — then add in sentiment analysis, referral impact, and CLTV as the program grows. Building your KPI model in stages means you prioritize action over obsession.

In short: Be intentional. Be strategic. And let business value guide your metrics.

Conclusion

The future of influencer marketing isn’t guesswork. It’s measurable, testable, and ROI-positive — when tracked correctly.

As CPMs rise and trust in paid media fades, the ability to create measurable, community-powered growth is becoming one of the most critical advantages in marketing. Creators who bring in better customers, with higher LTV and richer word-of-mouth potential, will become the go-to acquisition engine in 2025.

But you can’t scale what you can’t measure.

Build your KPI framework with intent and let your data tell the story your screenshots never could.

Looking to put this into practice?
Discover how Mention Me Influencer helps you scale high-performing micro-influencer campaigns fueled by data you can trust.

Let’s talk, book a demo today.