Organise objectives, links, codes and attribution limits to evaluate influencer campaigns with greater clarity.
A campaign can produce useful content, visits and sales, but each result needs its own evidence. A view is not a sale, and a discount code does not capture every purchase influenced by a video. Define the objective before selecting a metric: reach for discovery, qualified visits for interest and identified orders for conversion.
Build a measurement plan
For each creator, record deliverables, date, cost, identifiable link and any code. Test links before publication and keep parameter naming consistent. Compare platform clicks with site visits while recognising that the systems differ. Do not share customers' personal information with creators without an appropriate basis and process.
Use the right denominator
If a brand spends R$1,000 and identifies 50 orders associated with a code, cost per identified order is R$20. This does not prove the campaign caused every order or include orders without the code. Use only recorded revenue and consistent return rules and attribution windows. Without reliable revenue, report coverage and missing data instead of inventing ROI.
Review hypotheses
Compare creators across similar offers, periods and channels; promotions or stockouts can change results. Discuss audience questions with the creator to design the next test. Google's helpful content guidance emphasises useful, reliable information; communicating limitations is part of responsible analysis.
Identifiable links and privacy
Illustrative URL: https://example.com/produto?utm_source=instagram&utm_medium=creator&utm_campaign=lancamento&utm_content=criador_a. Use a consistent campaign name and a distinct content identifier. Google explains campaign parameters. Do not put customers' names, email addresses or telephone numbers in links.
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Reporting checklist
- Set objectives, period and costs before publication.
- Test links and codes; record offer or stock changes.
- Treat clicks, sessions and orders as different events.
- Avoid counting the same order twice across reports.
- Report coverage, returns and limitations alongside numbers.
Frequently asked questions
Do all influenced purchases appear under the code? No. Some people do not use it or purchase later through another route.
Is revenue divided by spend profit? No. It may omit margin, returns and other costs, and does not prove the campaign caused the purchases.