At Cure Media, we talk over and over again about the fact that influencer marketing should be an integrated part of your media mix. We also talk about how it has a positive impact on other channels – especially with a long-term strategy. But how exactly can you track these effects, and how do you tell influencer marketing is responsible for the positive development in your other channels?
In this blog post, we’ll go through the basics you need to know when it comes to tracking the effects from your influencer marketing activities on your other marketing channels.
How can I track the positive effects of influencer marketing?
First of all, it’s always useful to track the development of your different marketing channels, for example via Google Analytics, throughout the whole campaign period. This way, you are able to compare the results of your marketing channels with and without your influencer activation in the mix.
To get a holistic view of your total marketing efforts, Google Analytics is an efficient tool to track your influencer marketing activities as well as your other digital channels. To be able to compare the results of your other marketing efforts with and without influencer marketing, you need to look at a certain time period before the influencer activation and compare it to the same time period during the influencer activation, i.e. when influencers have posted.
Here we recommend examining several different time periods, e.g. certain weeks, months or, if that is possible and you have enough data at hand, a certain year.
One example is that your organic traffic often increases during, and after, an influencer activation. The reason is that we might see a product or service in an influencer post, and then search for this on Google later. The same goes for Google Ads; if we’ve seen a product from a certain brand on Instagram we might search for it later and end up buying the dress through Google ads, instead of through the influencer’s UTM link.
How can I recognise if influencer marketing is responsible for the positive development of my other channels?
Even if we know that much of the effect of an influencer marketing investment shows on other channels, it’s often tricky to prove. But here comes a piece of advice; If you haven’t undertaken any significant changes regarding your investments in other marketing channels (for example increased the budget for your Google or social ads) but notice more traction and conversions since you started to work with influencer activations, you can in general lead the positive change back to influencer marketing.
On the other hand, if you have undertaken changes on other channels, you need to look more closely. Were the changes made at the exact same time the influencer activation started? If the posts of your influencers were uploaded on a different date than your activities on your other di