# What KPIs do you use for creator campaigns?

> The right KPIs for creator campaigns depend on your funnel objectives. Align your metrics with awareness, consideration, or conversion goals to measure ROI effectively.

- Canonical: https://www.influentials.com/en-us/knowledge/for-brands/which-kpis-for-creator-campaigns
- Locale: en-us
- Hub: brands
- Published: 2026-09-29
- Updated: 2026-09-29

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Measuring the success of creator campaigns requires choosing Key Performance Indicators (KPIs) that directly align with your business goals. Tracking the wrong metrics can distort campaign ROI and hide performance insights. Here is how to structure your KPIs across the marketing funnel.

## 1. Brand Awareness (Top of Funnel)

If your objective is to maximize brand visibility and reach new audiences, focus on metrics that measure exposure:

- **Impressions & Reach:** Total times your content was displayed and the number of unique accounts reached.
- **Video Views & CPV:** Completion rates and Cost Per View for short-form video formats (Reels, TikToks).
- **CPM (Cost Per Mille):** The cost per 1,000 impressions to evaluate cost efficiency.

## 2. Engagement and Consideration (Middle of Funnel)

To measure audience intent and how deeply users interact with your brand story, track interaction metrics:

- **Engagement Rate:** Total likes, comments, saves, and shares divided by reach or follower count.
- **CPE (Cost Per Engagement):** Average cost incurred for every interaction.
- **Link Clicks & CTR:** Click-Through Rate on link stickers, bio links, or swipe-ups to evaluate audience activation.

## 3. Conversion and Sales (Bottom of Funnel)

For performance-driven campaigns focused on direct response and direct sales, analyze action-oriented KPIs:

- **Conversions & Sales:** Total orders generated via affiliate links, promo codes, or UTM tags.
- **CPA / CAC:** Cost Per Acquisition or Customer Acquisition Cost via specific creator attribution.
- **ROAS (Return on Ad Spend):** Revenue generated compared to total creator campaign spend.

Want to put this into practice? See how [Influentials helps brands](https://www.influentials.com/for-brands) run creator and UGC campaigns, or [book a demo](https://www.influentials.com/book-a-demo) to talk it through.