Decide What a Return Is
Return on investment means different things to different campaigns. For a launch it may be reach and sign-ups; for an established product, sales and repeat customers. Choose one main goal per campaign and say it out loud before anything is booked.
Track Every Creator Separately
Give each creator their own link and code. It is the only way to see who actually drove results, and it turns the next round of bookings into a decision based on evidence rather than on follower counts.
Count the Whole Cost
A fair ROI includes more than creator fees:
- Product sent out as samples
- Shipping and handling
- Time spent on briefs, approvals and reporting
- Any paid budget used to boost posts
Leaving costs out makes a campaign look better on paper and leads to worse decisions next time.
Move Budget Toward What Works
Review results while the campaign is running, not only at the end. If a creator or format is clearly ahead, put more behind it: a second post, a boost, or a longer partnership.
Report Honestly
The most useful report shows what did not work as plainly as what did. It is the starting point for a better campaign, and it is the kind of reporting we hold ourselves to.
