Measuring the return on creator and influencer campaigns

Creator campaigns are easy to buy and easy to misjudge. Decide how you will measure before the post goes live.

Give every creator their own tracking

• Tracking links with UTM parameters. Add utm_source, utm_medium and utm_campaign (and utm_content per creator) to the link you give each creator. Your analytics tool then shows visits and conversions per creator. On Averta, landing URLs on bookings are tagged automatically.
• Unique discount codes catch sales from people who don't click (stories, video, offline).
• A dedicated landing page makes the offer consistent and measurable.

Numbers worth comparing

• Cost per thousand views (CPM) = price ÷ views × 1,000. Compare it with your other channels.
• Cost per engagement = price ÷ (likes + comments + shares + saves). Useful for awareness, weak for sales.
• Cost per acquisition (CPA) = price ÷ tracked orders or sign-ups. The number that matters for performance campaigns.

Use the post's real statistics. When a creator connects their account on Averta, followers and post insights are measured; otherwise they are labelled as reported by the creator.

Usage rights change the maths

If you want to reuse a creator's video in your own ads, agree the usage period (30 days, 90 days, 12 months…) before booking. Reuse in paid ads often outperforms the original post.

Disclosure is not optional

Under EU and Cypriot consumer law, paid posts must be clearly labelled as advertising. Ask for #ad (or #διαφήμιση) at the start of the caption and the platform's paid-partnership label. On Averta creators confirm this with every proof of delivery, and the label is checked against the published caption when the account is connected.