Blog · Measuring influencer marketing
Which influencers should you book again? And which should you drop?
Working with more influencers only pays if you know which ones worked. Here is a simple way to score each one, what codes and links miss, and how to make the call.
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Justify · 21 October 2026 · 3 min read
The second question
Working with more influencers only pays if you know which ones worked. Book the right ones again and your campaigns get better. Book the wrong ones and you pay for the same mistake twice.
It is harder than it sounds. Followers and likes say little about what a post did. And the sales you can see through promo codes and links are only part of the picture.
Sources: Agentio, 12 May 2026, US brands on YouTube; Later, 10 July 2026.
Score every influencer the same way
Four questions for each influencer, answered the same way every time:
- Did they sell? Orders and revenue through their own promo code and link, and the return on what you paid them. Treat it as the floor: it counts the sales you can see, not all of them.
- Did their audience respond? Views and engagement on the post, compared with that influencer’s own usual results, not with someone else’s.
- Did the content do its job? On brief, with the brand seen early, the message right and the ad label in place.
- Were they good to work with? On time, open to edits, and easy to reach.
Then one question for the campaign as a whole: what did it do for the brand? That is a different measurement, covered below.
Put it on one page
| Influencer | Views | Engagement vs their usual | Orders, code and link | Return on fee | Content on brief | The call |
|---|---|---|---|---|---|---|
| Influencer A | 84,000 | Above | 61 | 3.1× | Yes | Book again |
| Influencer B | 22,000 | Above | 9 | 0.8× | Yes | One more go |
| Influencer C | 150,000 | Below | 4 | 0.3× | Brand late | Let go |
| Influencer D | 9,500 | Above | 18 | 2.4× | Yes | Book again |
| Influencer E | 31,000 | Usual | 0 | 0× | No ad label | Let go |
An example scorecard for one campaign.
Make the call
They sold, or they nearly did
A return that covers their fee, or a strong audience response with on-brief content and sales coming through. Put them in your core group.
Good content, unclear sales
The audience responded and the content was right, but few sales showed up. Codes miss sales, so try again with better tracking before you decide.
Missed the brief, twice
Below their usual response, off brief or missing the ad label, and no sales after two tries. Thank them and move on.
Set up the next campaign so the answer is clearer
- Give every influencer their own promo code and their own link.
- Ask “How did you hear about us?” at checkout, so you catch the sales codes miss.
- Note your usual sales before the campaign, so you can see what the campaign did.
- For a bigger campaign, measure what it did for the brand with a Brand Lift study.
- Use the same scorecard every time, and review it every quarter.
What the campaign did for the brand
Sales are only half of it. Some influencers make more people remember the brand, or think of it next time they shop, even when nobody uses the code. A Brand Lift study measures that for the campaign as a whole: real people who saw it, compared with a group who didn’t.
It answers a different question from the scorecard. The scorecard tells you which influencers to book again. Brand Lift tells you what the campaign did for your brand.
Where Justify comes in
Most of the scorecard sits in one place:
- Views and engagement for every post and every influencer.
- Orders, revenue and return for each influencer through their promo code and link, once your Shopify or WooCommerce shop is connected.
- A creative test on each video, so you know the content was on brief before it went out.
- Brand Lift studies for the campaign as a whole, with real people.
- The whole campaign as one link you can share, or ask your AI chat which influencers sold.
Then book the ones who worked, find more like them, and go again. That is how working with more influencers turns into better results, not just more posts.
See a real Creative Testing report
The verdict, when the brand is seen, the brief check and what to change, in the format brands get. Enter your work email and download it straight away.
We’ll also send you our weekly brief: five things worth knowing about influencer marketing. Unsubscribe any time.
Here it is. We’ve added you to the weekly brief too.
Download the example report (PDF)See which of your influencers worked. Free for 14 days, no card needed. In the trial you can:
- connect your shop and see what each influencer sold
- check up to two videos before you approve them
- find micro-influencers who fit your brief
After the trial, plans are on our pricing page. If you don’t add a card, your account simply pauses.
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