influData Campaign Management and Influencer Tracking: How to Make Your Influencer Marketing Campaigns Measurable

Chapter 3 – Introduction to the influData Campaign Management and Influencer Tracking

Are you looking to launch a successful marketing campaign and manage it effectively? In influencer marketing, it can be particularly challenging to make the results measurable and ensure the influencer tracking. In this article, we will guide you step by step through how to optimally plan, execute, and analyze your influencer campaigns. Whether you’re a beginner or more advanced, our tips and instructions will help you achieve your goals and get the most out of your campaigns. We will show you, among other things, how to create a campaign or campaign report, measure the success of your campaign, and keep track of all postings.

Table of Contents

1. Creating a Campaign
2. Dashboard
3. Content Overview
4. Calendar
5. Creator Pipelines
6. Creator Manager
7. Keyword & Mention Manager
8. Goals
9. Custom Fields and Tracking Codes
10. Airtable
11. Campaign Settings

1. Creating a Campaign

To create a campaign, click on the campaign management icon (“Campaigns”) in the top navigation bar and then select “Create New Campaign”.

First, give your campaign a name and then click “Next”.
If you want to copy an existing campaign, you can click “Copy from Existing Campaign” and select the desired campaign from the dropdown menu. Note that for copied campaigns, the campaign will be created in onboarding mode, and you will need to manually activate it to start tracking!

When creating your campaign, you have the option to set the start time. This is a crucial step to ensure your campaign goes live at the optimal time and achieves the desired results. In the following dialog box, you can choose between three options:

1. Now – The campaign will go live immediately after creation.
   • Advantages: Ideal for immediate promotions or time-sensitive campaigns.
   • Note: Make sure all content and settings are correct from the start, as the campaign will begin immediately.
2. Later, keep inactive and start manually – The campaign will initially be created as inactive and can be manually started at a later time.
   • Advantages: Suitable for campaigns that need to go live on a specific date or time. Provides additional preparation time, and no tracking seats will be used yet.
   • Note: You can activate the campaign anytime when you’re ready.
3. In the past (add older content) – The campaign will be created retrospectively and include older content.
   • Advantages: Allows you to measure performance even after the fact, in case you forgot or were too late to track it initially.
   • Not recommended: Not all content may be added, especially Instagram Stories, which may no longer be available.
   • Note: It may take a few hours for the content to appear. This option is only advisable in specific cases and should be chosen with caution.

Through brand mentions, you can specify which brand accounts you want to track on Instagram, TikTok, or YouTube.

When adding the brand account of your choice to your campaign, you have the following options:

1. Yes, include all content from the brand account
   • All content created by the brand account will be integrated into your campaign.
2. Yes, but only include content with matching keywords/hashtags
   • Only content that contains specific keywords or hashtags you define will be included from the brand account in your campaign.
3. No, do not include this account in my trackin
   • The brand account will not be integrated into your campaign or included in the tracking.

Next, you can set the currency for your campaign. You can choose to set the currency for CPMs (Cost Per Thousand Impressions) and Earned Media Value to either USD or EUR.

Before launching your campaign, it’s important to select the right creators that align with your goals. When selecting creators, you can already add the first creators to the campaign. If you wish to launch your campaign immediately, you should have your final selection of creators ready. Be sure to select the right platform for the creators. You can also choose from our suggested influencers (these are influencers who have previously mentioned the selected brand accounts).

To effectively measure and analyze the success of a campaign in the social media space, it’s essential to capture all relevant mentions and hashtags. This allows you to identify and track all content associated with your brand. Additionally, you’ll be able to measure reach and engagement.
You can track mentions, hashtags, free text, and links/URLs. If you wish to add more than 10 items for tracking, please click ‘Keywords and Mentions Manager’ after setup to add more items or edit the list.

Finally, add the brand account as it would appear in the comments (examples: “Adidas” or “Nike”) to check if users are commenting on it and to better filter comments. This way, you can automatically track “User-Generated Content”.

2. Dashboard

Once your campaign is set up and tracking has started, you’ll want to get an overview. The best place to do this is in the dashboard.

In the top menu bar, you can choose which influencers to display on the dashboard and for what time period. If left unchanged, all metrics and content pieces from the last 12 months will be shown.

On the right side, you have the option to personalize your dashboard (pencil icon) and share the campaign’s live data via a link (share icon).

All fields are enabled by default, so you can see everything that can be tracked. If certain KPIs are not needed, you can hide those fields in the dashboard editor to create a cleaner view.

To share the campaign with external parties, you can easily generate a link by clicking on the share icon and selecting “Share Dashboard View Via Link” and then sharing the copied link.
You can also download the dashboard as a PDF, but keep in mind that this is just a snapshot of the campaign and will no longer be up-to-date after one day.

2.a. Campaign Overview

The campaign overview shows the most relevant metrics of your campaign at a glance. More detailed information and additional KPIs can be found below in the dashboard.

2.b. Campaign Metrics

The Campaign Metrics dashboard provides a detailed overview of the key campaign metrics (such as engagement, reach, CPM, or EMV). These metrics are divided into various categories:

• Reach: The total reach of your campaign across all platforms.
• Engagements: The number of interactions with your content.
• CPM (Cost per Mille = Cost per 1,000 impressions): Indicates the cost per 1,000 impressions.
• CPE (Cost per Engagement): Shows the cost per individual interaction.
• EMV (Earned Media Value): The estimated value generated by your content through unpaid reach.
• Content Pieces: The number of content pieces created.
• Engagement Rate: The ratio of engagement to reach.

The metrics are broken down overall and by individual platforms such as Instagram, TikTok, and YouTube (depending on where your campaign runs). This enables you to conduct a targeted analysis and optimize your campaign. Note that some calculations may include estimated values.

2.c. Analyze Published Content and Reach

This chart provides an overview of published content and the reach achieved over the course of a year. The data is divided into two categories:

1. Actual Reach: Represented by an orange line, showing the reach achieved by published content. You can observe fluctuations over the year, which may indicate successful content pieces or campaigns.
2. Content Pieces: Represented by blue bars, indicating the number of published content pieces per month. You can see how content production varies throughout the year.

Generally, reach and content pieces should go hand in hand. The more content pieces, the more reach. Important observations:

• Reach Peaks: Note the peaks in reach over the year. These may indicate particularly successful campaigns or content pieces.
• Content Production: The number of published content pieces fluctuates. Compare months with high and low production and analyze how they impact reach.
• Correlation Between Content and Reach: Analyze how the number of published content pieces correlates with actual reach. High output does not always mean high reach, and vice versa.

This chart helps you evaluate the effectiveness of your content strategy and make adjustments to maximize reach.

2.d. Comment Analysis

Next, you’ll find various metrics for analyzing comments, helping you better understand the engagement and reactions to your content. These metrics are divided into three categories:

1. Most Liked Comments: Shows the comments that received the most likes, helping you see which interactions resonate best with your audience and which topics or statements gain the most approval.
2. Latest Comments with Brand Mentions: Displays the most recent comments that mention your brand or products, helping you track ongoing discussions, feedback, and trends surrounding your brand and assess general sentiment.
3. Latest Summaries of Comments: Provides a summary of the most recent comments, including metrics on positivity and controversy. These summaries are created after 30 comments have been received (within 1 or 3 days). They offer a quick overview of the mood and key topics in the comments, without having to read each one. Additionally, you can use these summaries as an early warning system, a type of “Shitstorm Detection” that alerts you to potential crises and negative developments in the community, allowing you to react quickly.
   
   
   
4. Comment Focus Distribution (by Creator): This chart shows which aspects the comments focus on in relation to the creators, allowing you to adjust content accordingly. There are three main categories:
   • Brand/Product Focus: Comments that focus on your brand or products.
   • Creator Focus: Comments that focus on the creator themselves.
   • Low Quality: Comments considered less valuable or irrelevant, often consisting of only emojis, single words (like “Great!”, “Awesome!”), or incoherent (bot) comments that contribute little to the discussion. They usually have less impact on the overall assessment of sentiment and content relevance.
5. Positivity Rate (by Creator): This metric shows the percentage of positive comments in relation to all comments on a content piece. A high positivity rate indicates that the audience responds well to the content and gives positive feedback. This is a good indicator of follower satisfaction and engagement with the content and helps you identify which content is well-received.
6. Controversy Rate (by Creator): This metric shows the percentage of comments that are controversial. A high value may indicate that the content is polarizing and generating mixed opinions. This can have both positive and negative effects and should be analyzed closely. With the controversy rate, you can identify potentially problematic content and decide whether and how to respond.

2.e. Analysis of Latest Published Content and Reach

In the dashboard, you will find an overview of the latest published content and its reach. These metrics help you evaluate the performance of your recent posts and understand how they are resonating with your audience. The metrics are divided into several categories, including:

1. Engagement (Likes, Comments, Views): Show the interactions and views of your content.
2. Monetary Values (EMV (Estimated Media Value)): Estimates the financial value of the post.
3. Engagement Rate: Ratio of interactions to views.
4. Content Type: Type of content (e.g., Instagram Post, Story).

The analysis continues with 11 more metrics to help you monitor campaign performance:

1. Top 15 Creators by Reach: Shows the top 15 creators based on the reach of their content, broken down by content type such as Instagram posts, Reels, Stories, TikTok videos, YouTube Shorts, and videos.
2. Published Content Pieces by Time and Format: Provides an overview of the number of published pieces per month, categorized by different formats.
3. Published Content Pieces by Reach: Shows the number of published content pieces, sorted by achieved reach. This helps analyze content performance in different reach categories.
4. Tagged Locations of Your Campaign: Displays a map of the geographic locations tagged in your campaign. This is relevant only for Instagram and helps visualize the regional distribution of your campaign activities.
   
   
   
5. Most Used Keywords, Links, and Mentions: Shows the most frequently used keywords, links, and mentions in the posts.
6. Audience Reached by Age: Displays the age distribution of the audience reached. This helps understand which age groups were reached the most.
7. Top 5 Audience Countries: Lists the five countries from which the most audience members originate.
8. Top 5 Audience Languages: Shows the five most spoken languages of the audience.
9. Gender: Illustrates the gender distribution of the reached audience.
10. Top 5 Audience Cities: Lists the five cities where most audience members live.
11. Uploaded Content (with found keywords): Shows a list of the latest uploaded content on Instagram, along with the current reach of each post. This helps you track which content is performing best and what keywords were used.
    

3. Content Overview

In the Content Overview, you get a comprehensive summary of the published content, similar to but even more detailed than section 2.e.. Here are the main features and metrics you should pay attention to:

1. Filter Options: You can filter content by creators, date, or type, such as Instagram posts, stories, reels, TikToks, YouTube videos, and shorts. This helps you display the specific formats you’re looking for.
2. Engagement Metrics:
   • Likes, Comments, Views: These show the interactions and reach of each post.
   • EMV (Estimated Media Value): Estimates the financial value of the post.
   • Engagement Rate: The ratio of interactions to views, expressed as a percentage.
3. Sentiment Analysis: Some posts offer the option to display sentiment analysis, allowing you to evaluate the overall mood of the comments.
4. Content Details: Each post shows a preview image and relevant metrics, giving you a quick overview of its performance.
5. Export Options: You can export data and content for further analysis or report creation.
6. Edit Content Metrics: You can individually edit the metrics of each post by clicking the edit button in the top right corner of the content pieces. Here, you can add labels to the content piece, adjust KPIs (if content was added later and data was provided by the creator), or remove the post from the campaign.

4. Calendar

In the dashboard, you’ll find a calendar view for both scheduled and published content. These features help you stay organized:

1. Calendar View:
   • Monthly View: Displays all scheduled and published content in a monthly calendar format, where all content pieces are automatically entered.
   • Color Coding: Different colors indicate various types of content, such as posts, stories, and reels.
2. Content Types:
   • Filter Options: The filter button (three horizontal lines in the top-right corner of the calendar) allows you to show or hide specific content types, like Instagram posts, stories, reels, and TikToks.
3. Event Creation and Editing:
   • Create a New Calendar Entry: Click on an empty space on your desired day and enter the title, description, date and time, and content type of the planned post.
   • Edit: You can edit events by adjusting the title, description, date, and time (start and end times), as well as the content type. If the content piece is already online, you can also view and edit details like the current reach, and you will find the link to the post (except for stories). This enables precise planning and updating of content. Simply click on any calendar entry to make changes.

This calendar overview helps you plan and manage your content strategy by offering a clear timeline and easy editing options.

5. Creator Pipelines

The influData campaign pipeline helps you manage the progress and status of your creators across different phases of the campaign. Here are the main features:

1. Helpful Examples of Phases in the Pipeline:
   • Newly Added: Creators newly added to your strategy considerations, who still need to be evaluated or onboarded.
   • Product: Creators who have received or are working with products.
   • Onboarding: Creators currently going through the onboarding process.
   • In Contact: Creators you are in contact with and who may be suitable for future campaigns.
   • In Negotiation: Creators you are currently negotiating collaboration terms with.
   • Launched: Creators who have been activated for the campaign and will soon post or are currently posting.
2. Add Creators: In each phase, you can add new creators either by dragging and dropping from the search, your collections, or directly from this view.
3. Management and Customization: You can rename the phases and move creators between them to update their progress and status.

This pipeline helps you keep track of your creator collaborations and efficiently organize the process from initial contact to final negotiation.

6. Creator Manager

In the Creator Manager, you can manage all your creators and monitor their performance. Here are the main features:

1. Search and Filter Options:
   • Filter creators by platform (e.g., Instagram) and status (e.g., active, archived).
2. Creator List:
   • Name and Platform: Displays the creator’s name and platform.
   • Reach and Likes: Shows the reach and likes of their content.
   • Last Activity and Added: Indicates the date of their last activity and when they were added.
   • Status: Displays the current status of the creator (e.g., active, onboarding).
3. Actions:
   • View/edit content
   • Show creator in the dashboard
   • Edit creator
   • Archive creator
   • Add/remove as a brand account
   • Add unmatched content: If a creator’s content is not visible in the campaign, you can easily search for the missing content pieces under “Unmatched Content” and add them to tracking. These features help you efficiently manage your creators and monitor their performance.
   • Set Content Matching for Creators: Choose whether content should be captured based on keywords, whether all content should be included, or only manually added content should be considered. Changes will be visible within 24 hours.

7. Keyword & Mention Manager

In the Keyword & Mention Manager, you can set up hashtags, mentions, and custom text to track content from creators in your campaign. Here are the main features:

1. Search and Filter Options:
   • Use the search field to look for specific keywords or mentions that are already being tracked.
2. Keyword List:
   • Search Term: Displays the keyword, hashtag, or mention being tracked.
   • Type: Indicates whether it’s a hashtag, mention, or free text.
   • Found #: Shows how many times the keyword appeared in the content.
   • Last Activity: The date when the keyword was last found.
   • Added: The date the keyword was added for tracking.
3. Actions:
   • Add: Add new keywords, hashtags, or mentions that you want to track.
   • Edit or Remove: Adjust existing entries or remove them as needed.

These features help you monitor relevant keywords and mentions in your campaign and analyze the performance of your content.

8. Goals

In the Goal Manager, you can set individual goals for your campaigns and monitor their progress. Here are the main features:

1. Create a Goal (New Goal):
   • Title and Status: Assign a title to the goal and set whether it should be active immediately or paused for now.
   • Goal Type: Choose the type of goal (Views, Likes, Comments, Tagged Content Pieces, Tagged by Creators, and/or Reached Value = EMV).
   • Goal Metric: Define when the goal is achieved (e.g., after receiving 1,000 likes).
   • Goal Level: Determine whether the goal applies per content, influencer, or campaign.
   • Time Period: Set whether the goal applies weekly, monthly, quarterly, or for the entire campaign.
   • Custom Goals: Optionally, you can set individual goals for each influencer.
2. Monitor Goals:
   • Goal Name and Time Period: Displays the goal name and the time period (e.g., yearly, monthly).
   • Goal Level: Indicates whether the goal applies to the entire campaign or an individual creator.
   • Status and Metric: Shows the current status (active, paused) and the metric (e.g., views, likes).
   • Value and Progress: Displays the target value and the achieved percentage for the set time period.

These features help you set clear goals for your campaigns and efficiently monitor progress.

9. Custom Fields and Tracking Codes

In the Custom Fields section, you can create and manage custom fields to track specific metrics for your campaign, or create custom Bit.ly links for each creator to accurately track clicks and traffic. Here are the main features:

• Create Custom Fields (New Custom Field):
  • Data Type: Choose the format (decimal, integer, currency).
  • Title and Type: Assign a title and label for the field (for example, “Visitors” or “Clicks”).
  • Reference Levels: Specify whether the field or goal applies to content pieces (e.g., clicks, views), influencers (e.g., sales per creator), or the entire campaign (e.g., traffic, clicks).
  • Content Types: Choose which content types (e.g., Instagram posts, Instagram videos, Instagram reels, TikTok videos, etc.) this metric will apply to.
• Create Bit.ly Links (Set Up Tracking Codes for Influencers):
  • Redirect URL and Name: Enter the URL that your creator partners should link to (e.g., a product page or your online shop). In the Creator Manager, you can retrieve an individualized tracking link for each creator by clicking the three dots next to their name, and then share it with them so they can include the link in their content piece or bio.
  • Usage: Share the links with creators or add them to bios or swipe-up links to enable tracking.

These features help you define specific campaign metrics and measure the success of your marketing strategies in detail.

10. Airtable

In the Airtable view, you can create and export customized reports. Here are the main features:

1. View and Sort Data:
   • Content Pieces: A list of the published content in your campaign, including content ID, creator’s username, content type (e.g., post, story, reel), platform, and various useful KPIs.
   • Creators: Information about the creators involved in your campaigns.
   • Comments: Overview of the comments your content has received (Beta version).
2. Customization Options:
   • Sort and Filter: Sort and filter data by various criteria to find specific information.
   • Customize View: Adjust the view by showing or hiding fields, grouping, and sorting.
3. Export:
   • Export your data as a CSV file for detailed analysis and reporting via the dropdown menu under Grid view.

These features help you maintain a comprehensive overview of your campaigns and make data-driven decisions.

P.S.: Upon request, you can also set up notifications in Airtable to receive push notifications when a specific creator has posted. If you’d like to use this feature, feel free to contact us, and we’ll assist you in setting it up.

11. Campaign Settings

In the campaign settings, you can configure the following options:

1. Track Reach Manually or Automatically: Choose whether the reach of Instagram stories and posts should be estimated automatically or manually.
2. Non-Organic Metrics: Here, you can select whether or not to track sponsored content and its reach.
3. Currency and EMV: You can change the currency for KPIs (€ or $) and adjust the calculation basis for EMV (Earned Media Value) to suit your specific needs.
4. Delete Campaign: If you no longer need this campaign. Please note that once deleted, you will no longer have access to the data if you want to analyze the campaign at a later time.
5. Archive Campaign: Archiving a campaign stops tracking from the date it is archived. The campaign cannot be reactivated, but all existing data will remain available in the dashboard. Additionally, archiving a campaign frees up tracking seats, which can then be used for new campaigns.