How to measure influencer marketing ROI

Influencer marketing ROI is (attributed revenue − creator fees − platform fee) ÷ total spend. On Influsa the platform fee is 12%, with no agency commission and no monthly subscription. If you cannot name the revenue event before you book the post, you are not measuring ROI — you are collecting screenshots.

The formula brands can actually close

Write the number in one line before the campaign: expected orders or leads × average order value, minus what you will pay the creator and Influsa. Total spend is the listed post price plus 12%. There is no setup fee and no agency cut on top.

• Revenue: tracked sales, booked calls, or a conservative value per qualified lead.
• Cost: creator price + 12% — the number shown at checkout on the marketplace.
• Time window: 7 days for impulse products, 14–30 days for considered purchases.

Engagement rate is a health check. It is not ROI. ROI needs a euro attached to the post.

Track the post, not a mood

Give every booking one unique discount code or UTM. Ask the creator to put the code in the caption, not only in the bio. Bio links mix traffic from old posts, stories and ads.

• One code or UTM per creator, per post.
• Screenshot or export the post statistics after it goes live — Influsa pays out after the brand confirms those stats.
• Ignore “estimated media value”. It inflates reach and hides weak selling posts.

Plan the campaign on one page: goal, offer, audience, three creators, one code each, one review date. That replaces a 20-slide “campaign planning” deck. Then choose micro or macro based on the goal, not on follower count vanity.

How Influsa makes the cost side honest

Brands book a listed post. Creators set the price. Escrow holds the money until the post is live and you confirm the statistics. Payout to the creator is typically 3–5 business days after that, via SEPA or PayPal. You are not paying an agency to “manage the relationship” on a percentage of media spend.

If a profile looks cheap because the audience is fake, stop before you book — read how to spot fake followers. Cheap reach with no buyers is negative ROI even at a low fee.

FAQ

What is a good influencer marketing ROI?

Treat 1.0 as break-even after creator price and the 12% fee. Many first tests land between 0.6 and 1.5 until tracking and offer are tight. Optimise the offer and the creator fit before you scale spend.

Does Influsa charge a monthly subscription?

No. Registration is free. You pay the creator’s listed price plus 12% when you book. See pricing on the plans page.

Which metric should I put in the brief?

One primary metric: purchases, leads, or app installs. Likes and views are secondary. State the unique code and the date you will read the numbers.