Time and again influencer marketing is touted as one of the most effective means of converting audience hearts, minds and ultimately wallets. In fact, 90% of respondents in a recent survey say they believe influencer marketing is a highly effective marketing medium; however, only 67% are actually measuring the ROI of their campaigns. Huh? We’re stumped too. Because in our world “inability to measure the lower funnel results” and “influencer marketing” simply don’t go in the same sentence.
Why? Because pairing influencer marketing efforts alongside event trackers is not the way of the future. It’s the way of the present. By installing an Event Tracking script into your ecommerce platform, you can begin to measure the efficacy of your influencer marketing efforts to deliver on your north star goal. Data points collected can inform which part of the campaigns is driving the highest return, including:
Event trackers are far from new. They’ve been around forever, but applying them to an influencer marketing campaign - especially for a brand with a direct-to-consumer, ecommerce approach - can be an absolute game changer when it comes to optimizing efforts and spending toward hard results.
Best part? It typically takes less than 15 minutes for a developer to layer a pre-developed Event Tracker into an existing campaign. Viteezy invested the time and as a result unleashed 4x ROI.