Influencer Marketing Reports: What to Add and How to Create?

In 2025, 59% of U.S. marketers have increased their influencer partnerships, but with that growth comes more scrutiny over budgets and performance. Brands are no longer just chasing likes or comments. Stakeholders want real proof that influencer campaigns are driving results worth the spend. That’s where solid reporting comes in. Whether you’re running one-off product collaborations or long-term ambassador programs, having the right data in hand helps you justify ROI, tweak your strategy, and show what’s actually working. In this blog, we are taking a close look at what goes into a strong influencer report, what metrics matter, and how you can build one that actually shows results. Let’s get started.

What Is an Influencer Marketing Report?

An influencer marketing report is a document that shows you how well your influencer campaign is performing. It collects and presents all the important data from your collaboration with influencers, such as reach, engagement, impressions, clicks, conversions, and ROI. The goal of this report is to help you understand if your chosen influencers are actually helping your brand grow and connect with the right audience. It also gives you a clear picture of what worked, what didn’t, and what you can improve next time. Whether you’re sharing it with your team or a client, the report keeps everything transparent and measurable.

Why Influencer Marketing Reports Actually Matter?

Here’s why the influencer marketing reports are worth paying attention to:

1. Track Progress Against Your Goals

   A good report helps you see whether the campaign is actually doing what it was meant to do. You’ll get clear data like engagement rates, clicks, conversions, and brand mentions. These numbers show if your message is landing well and if your chosen influencers are helping you hit the mark.

2. Prove ROI and Justify Spending

   When someone asks if the influencer campaign was worth it, your report gives the answer. By showing what the campaign earned back in visibility or sales compared to what was spent, you can clearly prove return on investment. This helps justify the budget and back up your future plans.

3. Improve Future Campaigns

   Reports aren’t just about past performance. They’re also about what comes next. By looking at what content and which influencers performed best, you can sharpen your approach for next time. It helps you brief creators better, try formats that work, and focus more on content that your audience responds to.

4. Refine Your Content and Messaging

   The report shows how people interacted with the content. Did they comment? Did they share it? Did they drop off after three seconds? All of this tells you what type of message works and what doesn’t. That knowledge helps shape not just influencer posts but your wider content and brand strategy too.

5. Spot the Right Creators to Work With

   Not every influencer is going to deliver the same value. Reports highlight the creators who bring in results, so you can focus on those relationships. This helps you build long-term partnerships with people who align with your brand and get results.

6. Understand Customer Impact

   Beyond likes and shares, influencer marketing reports can show you how many new customers came in through the campaign. They also reflect how people see your brand after working with specific creators. If perception improved, that’s a win. If not, it tells you where to tweak your message or creator choice.

The Essential Components to Include in an Influencer Marketing Report

If you’re wrapping up an influencer campaign, a clear report helps show what worked, what didn’t, and where to go next. Here’s a detailed checklist you can use to make sure nothing important gets left out.

1. Campaign Overview

   Start by giving a quick summary of the campaign. This should include the main goal, the timeline, the audience you were targeting, the influencers you worked with, and the platforms where the content went live. This section sets the context so anyone reading the report understands what the campaign was about from the beginning. It helps put all the performance data that follows into perspective.

2. Objectives and KPIs Mapped to the Funnel

   List your core objectives and clearly connect them to each stage of the marketing funnel. For example, if the goal was brand awareness, then impressions and reach are important KPIs. If the focus was conversions, track clicks, sign-ups, or sales. This helps everyone see how influencer marketing supported bigger business goals and where in the funnel it delivered the most value.

3. Content Inventory

   Make a record of all the content that went live during the campaign. Include links, content formats like Reels or Stories, thumbnails, and any stand-out captions. This lets the team revisit posts, measure traction over time, or repurpose high-performing content later. It also provides proof of delivery for any stakeholders or clients.

4. Creator Performance

   For each influencer, break down how their content performed. Include stats like views, engagement rate, click-through rate, and cost per engagement. Add short notes about any standout posts, unique audience reactions, or feedback from the creator. This section helps you figure out who to work with again and which partnerships drove the most impact.

5. Platform Performance

   Compare how your campaign did across different platforms. Show results for Instagram, TikTok, YouTube, or wherever the content appeared. Include metrics like reach, views, and engagement rate by platform. This helps you understand where your audience was most active and where your content had the strongest effect.

6. Budget, ROI, and EMV

   Break down how much you spent on the campaign, and what you got back. Share details on influencer fees, content production, paid boosts, and any other costs. Then match that up against your returns, including sales, sign-ups, and earned media value (EMV). This section is key to understanding cost efficiency and planning smarter budgets in the future.

7. Audience Insights and Sentiment

   Show who you actually reached. Include data on demographics like age, gender, and location. Also, look at comments and DMs to get a sense of audience sentiment. Were people excited, curious, or confused? This gives depth to the numbers and shows how people really felt about the content and the brand.

8. Key Learnings and Next Steps

   Wrap up the report by reflecting on what you learned. Highlight what worked well, what didn’t hit the mark, and how the next campaign can improve. Use this section to create a clear action plan for the future, whether it’s testing new creators, shifting platforms, or changing the content strategy.

Step-by-Step: How to Create the Influencer Marketing Report

Step 1: Align Objectives and Success Metrics

Before you pull any numbers or design fancy charts, pause and make sure you know what you’re trying to measure. Sit down with your team and define the main goals of your influencer campaign. Are you aiming to drive sales, boost engagement, build brand awareness, or all of the above? Once that’s clear, decide on the success metrics that match these goals. For example, if your goal is awareness, you’ll track reach and impressions. If it’s conversions, you’ll look at link clicks, signups, or sales. This step gives your report a clear purpose and direction.

Step 2: Set Up Tracking

Once your goals are in place, it’s time to set up proper tracking. This is where most reports either succeed or fail. Use UTM parameters to track traffic from each influencer’s post or story. Share unique coupon codes or affiliate links to measure sales and signups. Install pixels or conversion events on your website to track actions like purchases or leads. Without tracking in place before the campaign starts, you’ll struggle to collect accurate data later. Make sure everything is tested and working before the content goes live.

Step 3: Aggregate the Data

Now comes the data collection part. Start gathering content from each influencer, including links, screenshots, and raw files. Then pull the post-level metrics such as impressions, reach, likes, shares, comments, saves, link clicks, and views. If your campaign included trackable codes or links, collect data on sales or signups as well. Keep everything organised in one sheet so you can view results per influencer, per platform, and per post. This sets the stage for deeper analysis.

Step 4: Analyze vs Benchmarks

Once your data is in place, begin comparing results against your benchmarks. How did each influencer perform? Which posts had the highest engagement or conversions? Look at performance not just at the creator level, but also by content type and platform. For example, maybe Instagram Stories drove more traffic but Reels brought more clicks. Break things down to spot trends, identify top performers, and understand what worked best. This helps you make smarter choices in your future campaigns.

Step 5: Visualize and Summarize

Now bring your findings to life. Turn raw data into charts, graphs, and summaries that are easy to understand. Use visuals to show comparisons, growth, and patterns. Include post examples or screenshots if needed. Create short insights next to each section that explain what the data is saying. Your aim is to make this report easy to read for someone who wasn’t part of the campaign but still needs to understand the impact.

Step 6: Share, QA, and Iterate

Once your report is done, share it with your team and any relevant stakeholders. Before you do, take a moment to double-check for errors, missing data, or inconsistent metrics. Make sure everything adds up and is easy to understand. Set a rhythm for reviewing results regularly, especially for long-term campaigns. A 30-day or 60-day report can help you course-correct mid-campaign. Use each report as a chance to learn, adjust, and improve your future influencer strategy.

Best Influencer Marketing Reporting Tools

Here’s a closer look at some of the best influencer marketing tools that you can use right now:

1. ViewMetrics

   ViewMetrics is an automated reporting tool for influencer campaigns that pulls real-time data from platforms like Instagram, TikTok, Facebook Ads, and Google Analytics. It turns performance data into ready-to-share Google Slides and Sheets reports, helping brands and agencies save time and clearly track ROI without manual work.

   Key features:

   • Multi-platform integration with Instagram, TikTok, Facebook Ads, and Google Analytics
   • Automated reporting with reusable branded templates
   • Scheduled report updates with refreshed charts and performance metrics
   • Export reports directly to Google Slides and Google Sheets
   • Real-time campaign and influencer performance tracking
   • Dedicated workspaces for managing multiple clients or creators
   • Easy comparison of influencer performance to identify top performers
   • Team collaboration in a single centralized platform
   • Significant time savings by reducing repetitive manual reporting work

2. QuickFrame

   QuickFrame helps brands turn influencer content into ad-ready videos in minutes. It lets you transform reviews or unboxing clips into branded ads with captions, music, voiceovers, and logos, then publish them directly to platforms like Meta, TikTok, and Google. With built-in performance tracking, QuickFrame shows which influencer content drives clicks, conversions, and reach, making it easy to see what actually works.

   Key features:

   • Converts influencer videos into ad-ready branded content quickly
   • Adds captions, voiceovers, music, and brand logos with ease
   • Publishes ads directly to Meta, TikTok, and Google
   • Tracks video performance, including clicks, conversions, and reach
   • Links influencer content performance to paid media results
   • Helps identify which creator content performs best in ads
   • Centralizes creation, publishing, and performance insights in one platform

3. Upfluence

   Upfluence is an all-in-one influencer marketing platform that helps brands discover creators, manage campaigns, and track performance in one place. It shows engagement metrics, affiliate and promo code revenue, and clear ROI insights, making it easier to see which influencer partnerships are actually driving results.

   Key Features

   • Influencer discovery and creator search tools
   • Campaign management from outreach to reporting
   • Tracks post performance, including likes, comments, shares, and saves
   • Revenue tracking through affiliate links and promo codes
   • ROI, average order value, and customer lifetime value reporting
   • Real-time tracking of branded mentions and keywords
   • Side-by-side creator comparison for better decision-making
   • Centralized dashboard for performance and attribution insights

4. CreatorIQ

   CreatorIQ is an enterprise-level influencer marketing platform built for teams managing large-scale campaigns. It helps brands discover authentic creators, manage influencer relationships, and track performance across multiple channels with data pulled directly from social platforms and analytics tools.

   Key Features

   • Influencer discovery with filters for engagement quality and audience demographics
   • Fraud detection to identify fake followers or inauthentic engagement
   • End-to-end campaign management for large influencer programs
   • Direct data integration with social platforms, Salesforce, and Google Analytics
   • Custom report templates with conversion and performance tracking
   • Influencer CRM for managing long-term creator relationships
   • FTC compliance monitoring for sponsored content
   • Cross-channel reach and performance measurement

5. Heepsy

   Heepsy is an influencer discovery and analytics tool focused on helping brands find genuine creators and avoid fake followers. With data from millions of Instagram, YouTube, and TikTok profiles, it lets you evaluate audience quality and engagement before investing in influencer partnerships.

   Key Features

   • Influencer discovery across Instagram, YouTube, and TikTok
   • Filters for audience location, interests, and engagement rate
   • Authenticity and fake follower detection
   • Detailed creator profiles with follower growth and engagement insights
   • Estimated collaboration cost visibility
   • Audience quality benchmarking before campaign launch
   • Performance analytics to track influencer results after campaigns
   • Helps protect campaign budgets by avoiding inflated reach

Closing Thoughts

Influencer marketing reports are no longer optional if you want to run campaigns that actually deliver results. A clear report helps you understand performance, prove ROI, and make smarter decisions for future collaborations. When you focus on the right metrics and use the right tools, reporting becomes less about numbers and more about learning what truly works for your brand.

Frequently Asked Questions (FAQs)

1. What are 2–3 KPIs you would track to evaluate the impact of an organic influencer seeding program?

   Start by tracking the number of mentions or tags your brand receives organically, the engagement rate per post, and the number of new followers or site visits coming from those posts. These help you see if the product actually reached the creator’s audience and sparked real interest.

2. What KPIs should be in an influencer marketing report for awareness vs conversions?

   For awareness, focus on impressions, reach, views, engagement rate, and audience growth. For conversions, track metrics like click-through rate (CTR), sales attributed through affiliate links or UTMs, cost per acquisition (CPA), and return on ad spend (ROAS).

3. How do you calculate EMV and ROI in influencer reporting?

   EMV, or Earned Media Value, estimates what you would have paid for the same reach or engagement through paid ads. ROI compares your total influencer campaign spend against the revenue or value it brought in. ROI = (Net Profit / Cost of Campaign) x 100.

4. How should you visualize platform performance (IG vs TikTok vs YouTube)?

   Use side-by-side bar or line graphs to compare metrics like engagement rate, views, clicks, and conversions per platform. Keep visuals clean and focused, so decision-makers can instantly see which platform is driving what type of result.

5. How do UTMs and affiliate codes improve attribution?

   UTMs help you track which specific post or creator drove traffic or conversions. Affiliate codes go one step further by tying purchases directly to a creator. Together, they give you clearer data on what’s working, especially for ROI and conversion tracking.

6. Which metrics should I highlight for my CMO vs social team?

   For your CMO, focus on high-level metrics like ROI, EMV, reach, and conversions. For the social team, include engagement rate, saves, shares, and content performance. Tailor the report based on what each team needs to decide or improve.

7. How do I find top-performing creators across platforms quickly?

   Use influencer platforms or social analytics tools that offer performance dashboards. Look for metrics like average engagement rate, growth rate, and conversion results. Cross-reference this with your campaign data to find who delivers consistently.

8. What’s a good engagement rate for micro influencers this year?

   In 2025, a good engagement rate for micro influencers (typically under 100K followers) is around 3.5% to 5% on Instagram and 5% to 9% on TikTok. These numbers can shift slightly by region and niche, but they show that the creator has an engaged audience.

9. Should I use EMV or ROAS to present influencer impact?

   Use EMV when your goal is awareness. It shows the dollar value of organic exposure. Use ROAS when you care about sales or direct conversions. If possible, include both so stakeholders see the full picture of brand and revenue impact.

10. What are common mistakes brands make in influencer reporting?

    A few big ones are focusing only on vanity metrics like likes, not tracking conversions with UTMs, skipping competitor benchmarks, and not segmenting data by platform or campaign goal. These can make your reports less actionable.

11. What’s a reasonable CPM for TikTok vs IG Reels in 2025?

    For TikTok, CPMs are ranging between $6 to $12 USD. For Instagram Reels, it’s slightly higher, usually around $10 to $18 USD. These depend on your niche, creator tier, and targeting, but they give you a ballpark to evaluate deals.

12. What KPI wins budget approvals fastest at your company?

    That often depends on leadership goals. In most cases, clear ROI, conversion cost, or a solid ROAS backed by clean UTM tracking tends to unlock faster approvals. For brand-first campaigns, a high EMV or massive reach spike can do the trick too.