Set up creator campaign tracking and explain clearly which sales can and cannot be attributed.
Someone may discover a product in a video and buy days later on another device. A campaign therefore cannot be assessed only by code uses. Useful reporting separates observed actions, included costs and results that cannot be attributed with certainty.
Set the question before publication
For creative learning, compare which videos bring qualified visits to a specific product page. For sales, agree what counts as a valid order, which dates apply and how returns will be handled. Record creator fees, production, shipping and any advertising budget; revenue without costs does not describe profitability.
Where technology permits, prepare a link per creator and format. Google Analytics documentation explains source, medium and campaign parameters. Use consistent names and do not put personal data in URLs.
Fictional example: https://ejemplo.es/producto?utm_source=instagram&utm_medium=creator&utm_campaign=lanzamiento&utm_content=creador_a. This illustrates structure, not an actual result. A discount code adds another signal, but an order captured by both link and code must not be counted twice.
Review privacy and consent
Before installing measurement technology, identify what data is collected, why and by whom. AEPD explains that certain audience-measurement tools may be exempt from consent under specific conditions; that does not exempt every advertising tracker. Review the implementation and maintain applicable privacy choices.
Present the limits with the report
- Posts: Pieces, dates and channels actually used.
- Signals: Measured visits, applied codes and identified orders.
- Costs: Included and outstanding items.
- Coverage: Returns, purchases without links, measurement restrictions and possible duplicates.
Hypothetically, €900 in identified sales against €300 in recorded costs yields an observed 3:1 ratio. It is not profit, excludes missing costs and does not prove every purchase would not have happened without the campaign. Without reliable revenue, report visits and other signals without inventing ROAS.
Frequently asked questions
Is a code sufficient to compare every creator? Not necessarily. Some buyers do not use it; compare coverage, period and equivalent conditions.
What if costs are missing? Mark them pending and do not present the ratio as complete profitability.