Set up your campaigns so that they may be tracked.
Set up your campaigns effectively to monitor the effectiveness of influencer marketing against your goals now that you know what you want to track.
Individual campaigns can be tracked using UTMs.
Add UTM tags to your partners’ URLs to track success in Google Analytics by campaign and creator.
The following is a list of the various types of UTM tags:
The source tag identifies the channel from which the traffic originated. To find influencers on multiple platforms, you may use terms like “instagram” or “youtube.”
Medium: The medium tag classifies website traffic sources such as social media, email, organic, and paid traffic. We advocate labeling your influencer marketing channel as “influencer” and segregating it from the rest of your social media marketing.
The campaign tag allows you to be more precise about the objective of your link. This can be used in a variety of ways, such as to differentiate your summer sale promotions, individual influencers, or funnel phases. You could also combine a few of them. So, if you’re doing a monthly fitness challenge with Pilates instructor Tela Anderson, you may use the campaign tag “telaanderson-aprilchallenge” to distinguish it from other campaigns you’re running with her.
Content: When A/B testing, the content element is useful for comparing different types of content. You could, for example, compare Instagram Stories to a newsfeed post.
Here’s an example of a UTM-tagged URL:
www.example.com?utm source=instagram&utm medium=influencer&utm campaign=@telapilates-aprilchallenge&utm content=newsfeed
In this example, we’re running a campaign with the influencer @telapilates for a monthly challenge (as defined by utm campaign) in her newsfeed (as defined by utm content) on Instagram (as defined by utm source) on the influencer channel (as defined by utm medium) on the influencer channel (as defined by utm medium).
With Google’s Campaign URL Builder, you may create your own trackable URLs.
Provide influencers with one-of-a-kind promo codes.
Give your content creators unique discount codes so you can track which purchases they influenced, regardless of whether their followers arrived at your site via a link.
This is a wonderful choice for social media platforms that don’t allow links in posts, such as Instagram. While a link in the bio can help you get some of that traffic, you can’t expect everyone to leave the post they’re on and go for the correct link in the creator’s bio. Many people will go straight to your social media profile or website, obscuring the influencer’s impact. So, to see an influencer’s entire impact, utilize a personalized coupon code.
Influencers should be included in your affiliate program.
You may still quantify a creator’s influence and compensate them by setting up an affiliate network if you aren’t offering a discount to their fans. Affiliate links won’t be as targeted to a campaign as UTM tracking, but they can help some of your influencers with content production.
Affiliates can put up an affiliate link to any page on your website in various affiliate systems. If you have regular posting partners, they can generate new connections without going via you, making it easier for them to promote you!
Make your influencers their own landing pages.
Use specific landing pages to draw the attention of your influencer’s audience to what matters to them – this is especially effective if you have a huge product catalog.
Assume you collaborate with a beauty influencer on YouTube to create an entire look using only your goods. You can design a landing page devoted solely to those items, allowing potential consumers to purchase the entire look in one place. They won’t have to go looking for information or clicking on many sites.
When you compare influencer marketing to your previous marketing efforts, you’ll see a significant difference.
You can see how influencer marketing fits into your overall marketing efforts now that you’ve set up your influencer campaigns to track their impact on your brand.
UTM tracking is useful in this situation since it allows you to compare influencer marketing to organic social media, paid ads, and more. To access the information you need, just segment your data in Google Analytics by source and media.
Keep in mind, though, that this will not be an apples-to-apples comparison. When it comes to influencer marketing, much like SEO, you must play the long game. You’re paying for an influencer’s relationship-building efforts in order to form genuine connections with their audience, something you won’t get via paid ads. As a result, results will not appear overnight.
