An influencer campaign report is how an agency turns a finished campaign into the evidence that earns the next one. Knowing how to build one, and how to prove influencer ROI to a client, is what separates agencies that get rebooked from those that quietly lose the relationship. Most reporting advice is written for brands measuring their own spend. This is the agency view: how to report results to a brand so the value is undeniable.
What metrics belong in an influencer campaign report?
The report should answer one question clearly: what did this campaign achieve? At minimum that means reach and impressions, engagement (saves, shares, comments, not just likes), video views and completion where relevant, and link or code performance if the campaign was conversion-focused. Pulled across every platform the creator posted on, not just one.
How do you calculate influencer marketing ROI?
ROI compares the value the campaign returned against what the brand spent. Depending on the goal that might be cost per engagement, cost per view, conversions from a tracked link or code, or earned media value against the fee. The clearer the goal was at the brief stage, the cleaner the ROI story at the end, which is why strong reporting starts before the campaign does.
What is earned media value?
Earned media value estimates what the organic reach and engagement of a campaign would have cost to buy as paid media. It is an estimate, not a hard figure, so it works best alongside real performance numbers rather than on its own. Used well, it helps a brand see the scale of what a creator delivered. For the full formula, per-platform CPMs and worked examples, see how to calculate earned media value.
How do agencies report results to brands?
The agencies that win renewals report cleanly and quickly, the week a campaign ends, while the brand still feels the result. In a market where steady partnerships outperform one-off posts, the report is not admin. It is how the relationship continues. At Australian Fashion Week 2024, influencer Stories alone generated A$14.4 million in PR value. The agencies that captured that proof are the ones that got asked back.
Reporting the day it wraps
The reason reports are late or thin is that the numbers live across three platforms in three formats. Moxy gathers every post a creator made for a brand, across Instagram, TikTok and YouTube, into one Campaign Report: reach, views, engagement, real figures from live data, ready the day the campaign ends. The manager sends it. Every figure is real, traceable and current.
FAQ
- What should be in an influencer campaign report?
- Reach, impressions, meaningful engagement, video views, and conversion or link performance, across every platform the creator used.
- How do you prove influencer ROI to a client?
- Tie results back to the campaign's goal, show real performance, and where useful add earned media value against the fee.
- How soon should you send a campaign report?
- Ideally the week the campaign ends, while the result is fresh.