10 Influencer Marketing ROI Metrics 2024
November 2024
Influencer marketing is booming, but how do you know if it’s worth the investment? Here are the top 10 metrics to measure your ROI in 2024:
- Engagement Rate
- Conversion Rate
- Return on Ad Spend (ROAS)
- Reach and Views
- Audience Quality
- Content Performance Over Time
- Comment Analysis
- Direct Sales
- Media Value
- Customer Value
Key takeaways:
- Brands are seeing $5.78 return for every dollar spent on influencer marketing
- Micro-influencers often outperform mega-influencers in engagement and conversions
- Long-term customer value is becoming a crucial metric
No single metric tells the whole story. Smart marketers combine these measures based on campaign goals.
Quick Comparison:
| Metric | What It Measures | Why It Matters |
|---|---|---|
| Engagement Rate | Audience interaction | Shows content resonance |
| Conversion Rate | Actions taken | Links to actual sales |
| ROAS | Revenue vs. spend | Clear financial impact |
| Reach/Views | Audience size | Indicates brand awareness |
| Audience Quality | Follower relevance | Ensures targeting accuracy |
Master these metrics to maximize your influencer marketing ROI in 2024.
Related video from YouTube
1. Engagement Rate
Engagement rate is the big deal in influencer marketing. It’s how we figure out if a campaign’s working.
What’s engagement rate? It’s the percentage of followers who interact with an influencer’s content. More engagement means the audience is into it – and that’s good for your brand.
Here’s the kicker: engagement rates are all over the place on different platforms:
- YouTube: 8.2%
- Instagram: 7.4% (4.9% for Reels)
- Pinterest: 2.9%
- Facebook: 1.6%
- TikTok: 0.9%
So, for every 1,000 YouTube views, you’re looking at 82 interactions. Not too shabby.
But here’s where it gets interesting: smaller influencers often pack a bigger punch:
- Nano-influencers (1,000-10,000 followers): 7.2% engagement
- Micro-influencers (10,000-50,000): 3.86%
- Macro-influencers (100,000+): 3%
- Mega-influencers (1 million+): 1.21%
Fewer followers often means more engagement. That’s something to think about when planning your campaigns.
Want to calculate engagement rate? Here’s the formula:
Engagement Rate = (Total Interactions / Number of Followers) x 100
Let’s say an influencer with 10,000 followers gets 200 likes, 100 comments, and 50 shares on a post. Their engagement rate would be:
(350 / 10,000) x 100 = 3.5%
That’s pretty solid.
But don’t get tunnel vision on engagement rates. As Tinuiti‘s team says:
"Engagement rate illustrates that your content resonates with your audience, as well as demonstrates the strength of your relationship with your followers."
In 2024, smart marketers are digging deeper. They’re looking at the quality of engagement, analyzing comments, and tracking how engagement turns into sales.
Want to stay ahead? Try these:
- Use YouTube for high-engagement campaigns, especially if video fits your brand.
- Don’t ignore nano and micro-influencers. Their engaged audiences can drive big results.
- Track engagement rates over time with analytics tools.
- Mix up your content. On Instagram, carousel posts (3.11%) beat out images (2.76%) and videos (2.60%) for engagement.
2. Conversion Rate
Conversion rate is the make-or-break metric in influencer marketing. It shows how many people actually do something after seeing an influencer’s content. In 2024, brands are obsessed with this number. Why? It links influencer campaigns directly to business results.
Let’s break it down:
A conversion isn’t just a sale. It can be:
- Buying something
- Joining a mailing list
- Starting a free trial
- Downloading an app
- Filling out a form
You decide what actions matter most for your goals.
Here’s the math:
Conversion Rate = (Number of Conversions / Total Engagements) x 100
Example: An influencer’s post gets 10,000 views and 200 purchases. That’s a 2% conversion rate. Not bad!
What’s a good rate? It depends, but here’s a rough guide:
- 1-3%: Average
- 5%+: Great
Here’s the kicker: Micro-influencers often beat the big names. Recent data shows:
- Micro-influencers (10K-100K followers): 1.1% average conversion rate
- Macro-influencers (100K-1M): 0.7%
- Mega-influencers (1M+): 0.3%
This fits with what we saw about engagement rates. Smaller, niche influencers often have fans who really trust them.
Take fashion brand NA-KD. They worked with micro-influencer Marieke Kazen, giving her special discount codes to share. The result? Over 1,500 likes, 100 comments, and a big jump in conversions. It shows how powerful targeted, authentic partnerships can be.
Pro tip: Don’t just look at overall conversion rates. Break it down by:
- Platform (Instagram, TikTok, YouTube, etc.)
- Content type (posts, stories, reels)
- Influencer size (micro, macro, mega)
This detailed info helps you make better campaigns in the future.
Want to boost your conversion rates?
- Use trackable links and unique discount codes for each influencer.
- Make your landing pages match the influencer’s content and audience.
- Have clear, strong calls-to-action in the influencer’s content.
- Try different offers (discounts, free trials, exclusive content) to see what works best.
Keep in mind, conversion rate isn’t just about instant sales. As Shane Barker, a digital marketing expert, says:
"Micro-influencers are capable of achieving 22.2X conversion rates and sometimes even more."
These conversions might be small actions that lead to sales later. The key is tracking the whole customer journey.
In 2024, smart marketers are looking past surface-level numbers. They’re connecting influencer work directly to business outcomes. By mastering conversion rate tracking and making it better, you’ll prove the value of your influencer campaigns and keep improving your results.
3. Return on Ad Spend (ROAS)
ROAS is the key metric in influencer marketing. It’s simple: how much do you make compared to what you spend?
The formula:
ROAS = Revenue ÷ Cost
Example: Spend $1,000 on an influencer campaign, make $4,000 in sales. Your ROAS is 4:1 or $4 for every $1 spent. Not bad!
But in 2024, influencer marketing is CRUSHING IT:
- Brands are seeing $5.78 for every dollar spent on average.
- Some are hitting $20 for every $1 invested.
Instagram is the star, with brands earning $4.12 for every dollar spent on influencer campaigns.
What’s a good ROAS? Most marketers aim for 4:1. But influencer marketing is smashing that target.
Check this out: HypeAuditor says a $500 post with a micro-influencer could net you $2,105. That’s a 4.21:1 ROAS!
Why so high? Trust and engagement. Influencer content BEATS generic ads:
- 3-4x more likes, comments, and shares than standard ads.
- Up to 30% lower cost-per-click for businesses using influencer content.
But here’s the thing: ROAS isn’t just about quick sales. Marketing expert Pavan Khobragade says:
"In the world of Facebook advertising, influencer content is proving to be a game changer."
Why? Influencer content keeps working long after the initial post. Smart brands use "whitelisting" to turn influencer posts into ads, targeting lookalike audiences who are more likely to convert.
Want to boost your ROAS in 2024?
- Track everything: Use unique discount codes and trackable links for each influencer.
- Think long-term: Look beyond immediate sales. See how influencer content impacts your overall ad performance.
- Test and learn: Try different influencers and content types. Find what works for your brand.
- Optimize your funnel: Make sure your landing pages and checkout process are smooth. Even the best influencer can’t save a clunky website.
4. Reach and Views
In 2024, reach and views aren’t just big numbers. They’re smart tools for targeting and measuring real impact in influencer marketing.
Let’s break it down:
Reach is your unique audience size. Views count how many times your content was seen, including repeats.
In 2024, reach isn’t just for show. It’s a powerful sign of brand awareness and market penetration. The 2024 Met Gala? It hit over 700 million social media reach in one day. That’s the visibility brands crave.
But here’s the twist:
TikTok’s changing everything. In 2021, 49% of TikTok users bought something after seeing it on the app. For Gen Z, it’s even bigger – 83% say social media is their top shopping influence.
What does this mean for your influencer game?
- Quality beats quantity. A small, engaged audience can outperform millions of bored viewers.
- Track follower vs. non-follower reach. Most platforms show who’s seeing your content. Use this to see how you’re growing beyond your current audience.
- Use reach to shape your strategy. Nicole Goodnough, Lead Strategist at HawkSEM, says:
"Even if you don’t receive a like or a comment, abundant impressions indicate more brand awareness and exposure."
- Don’t ignore impressions. They show how often your content’s being seen. High impressions? Your message might be sticking.
- Go multi-platform. Different crowds hang out in different online spots. Spread your reach across platforms.
Pro tip: Look at post-impressions and follower growth together. It shows not just who saw your content, but how it grew your audience.
5. Audience Quality
In 2024, audience quality is key for measuring influencer marketing ROI. It’s not about follower count – it’s about how well those followers match your target market.
Think about it: Would you rather reach 1 million random people or 10,000 potential customers? The choice is clear.
Here’s why audience quality matters:
- Relevance: An influencer with 100,000 followers in your target demographic beats one with 1 million irrelevant followers.
- Engagement: Quality audiences interact more with content, boosting conversion rates.
- ROI: Better audience alignment means smarter use of your marketing budget.
So, how do you measure audience quality? Let’s break it down:
Demographics Analysis
Look at the basics: age, gender, location, and interests. Use tools like Instagram Insights and YouTube Analytics. For deeper insights, try platforms like Influencity.
Follower Credibility
Not all followers are real. Recent data shows accounts with a follower credibility score above 73.17% get way better conversion rates. You need to weed out bots and inactive accounts.
Engagement Rates
Quality audiences engage more. Look for:
- Steady likes, comments, and shares
- Real interactions (not just emoji spam)
- Gradual follower growth
Real-World Example: ASOS‘s Micro-Influencer Win
In 2023, ASOS switched to micro-influencers with engaged, niche audiences. The result? A 200% jump in conversion rates compared to campaigns with bigger influencers. Their secret? Tough audience quality checks.
ASOS’s Head of Influencer Marketing, Sarah Thompson, said:
"We found that influencers with smaller, more dedicated followings often had audiences that aligned perfectly with our target demographic. This led to much higher engagement and, ultimately, more sales."
Tips for Checking Audience Quality
- Use smart tools: Try HypeAuditor or Influencer Hero for detailed audience insights.
- Don’t just count followers: A small, engaged audience often beats a big, bored one.
- Spot fake accounts: Manually check some followers to find fakes.
- Study content performance: See how the audience reacts to different posts.
- Check audience reachability: Followers who follow fewer than 500 accounts are more likely to see and engage with posts.
6. Content Performance Over Time
In 2024, smart marketers are looking beyond the initial splash of influencer content. They’re focusing on the long game.
Here’s what you need to know:
Social Media Post Lifespans
Each platform has a "half-life" – the time it takes for a post to get half its total engagement. Check out these numbers:
| Platform | Average Half-Life |
|---|---|
| 19.75 hours | |
| 1.27 hours | |
| X (Twitter) | 43 minutes |
| YouTube | 8.83 days |
| 3.76 months |
Surprised? While your Instagram post might fizzle out after a day, that YouTube video could be chugging along for over a week.
Real-World Examples
Revlon went all-in with a 9-day influencer blitz in 2023. The result? They blew past their previous campaign results.
Hallmark took a different route. They spread seven 4-week campaigns throughout the year, hitting major gift-giving holidays. Smart move.
The Long-Term Game
Here’s the kicker: influencer content often gets better with age. But there’s a catch. Mathieu Bonafé, CEO of BTS Agency, points out:
"We’re seeing [declines in performance]. Why is this? Simply because the algorithms are constantly evolving and there are more and more creators on the platforms."
So what’s a brand to do? Take a page from Doritos‘ playbook. They’re constantly resharing influencer-created recipes across their channels. That’s how you squeeze every drop of value from your content.
Your 2024 Game Plan:
- Match your strategy to each platform’s lifespan. Daily TikToks, weekly YouTube vids.
- Remix and reuse influencer content across your channels. Don’t let it die after one post.
- Think long-term partnerships, not just one-off posts. Hallmark’s multi-week approach works wonders.
- Look beyond the first 48 hours. Track engagement over time to get the full ROI picture.
- Quality trumps quantity. With more competition, focus on creating standout content that lasts.
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7. Comment Analysis
In 2024, comment analysis is key for measuring influencer marketing ROI. It’s not just about counting comments – it’s about understanding what people really think of your brand.
Why does this matter? Comments are goldmines of customer sentiment. They show how your audience feels about your products, campaigns, and brand image. The 2022 Sprout Social Index found that 35% of people in the U.S. use Instagram for customer service. That’s a lot of feedback to dig into.
So how do you make sense of all this chatter? Enter sentiment analysis.
Sentiment analysis uses AI to sort comments into positive, negative, or neutral categories. It’s like having X-ray vision for your audience’s mood. And in the fast-paced world of social media, that’s huge.
Real-World Examples
Crocs used sentiment analysis to revamp their marketing strategy. By digging into customer comments, they switched from pushing waterproof slip-ons to showing off unique, stylish designs. The result? Their revenue shot up.
Zoom faced a different challenge. When COVID hit, they got flooded with comments about security issues. They quickly analyzed this feedback and made TikTok videos addressing common concerns. This turned a potential PR nightmare into a chance to build trust.
How to Do It Right
1. Pick the right tools: Platforms like Sprout Social or Hootsuite have built-in sentiment analysis features.
2. Go beyond the numbers: Don’t just count positive vs. negative comments. Dig into what people are actually saying.
3. Watch for trends: Is sentiment getting better or worse over time? This helps you see the long-term impact of your campaigns.
4. Use what you learn: Apply your insights to improve products, tweak your messaging, or find new influencers to work with.
As marketing guru Seth Godin puts it:
"People do not buy goods and services. They buy relations, stories, and magic."
Comment analysis helps you see if you’re delivering on that promise.
Pro Tip: Make a custom list of industry-specific keywords to fine-tune your sentiment analysis. For a dessert brand, words like "indulgent" or "decadent" might signal positive sentiment, even if they’re not typically positive words.
8. Direct Sales
In 2024, direct sales have become a key metric for measuring influencer marketing ROI. Brands want more than just likes and shares – they’re after real revenue.
Here’s the scoop: influencer marketing can boost your sales by up to 300%. That’s serious money. In fact, 94% of marketers think influencer marketing drives sales. But how do you track these sales? Let’s dive in.
Tracking Tools
Smart brands use these methods to measure direct sales:
- Unique Discount Codes: Each influencer gets their own code. When a customer uses it, you know where the sale came from.
- Affiliate Links: These trackable links show which influencer drove each sale.
- UTM Parameters: These URL code snippets help you track traffic and sales sources.
Real-World Results
Let’s look at some numbers:
BENlabs ran a campaign for a zero-sugar sports drink in 2024. They used 85 creators over three months. The result? $653,000 in sales lift over the baseline. That’s a 2.6x return on ad spend (ROAS), beating the industry median of 1.64x.
Here’s the twist: lifestyle influencers outperformed athletic ones in driving sales. That’s the kind of insight that can flip your strategy on its head.
The Long Game
Direct sales aren’t always instant. Today’s buyer’s journey is complex, with many touchpoints. As Agility PR Solutions says:
"Influencer marketing only represents a high ROI if you monitor and analyze your campaigns."
This means tracking sales over time, not just right after a post.
Tips for Boosting Direct Sales
- Use multiple tracking methods: Mix discount codes, affiliate links, and UTM parameters.
- Think long-term: Longer campaigns often build momentum and get better results.
- Analyze and adapt: Use your sales data to pick better influencers. The BENlabs campaign showed that sometimes, unexpected influencers drive the most sales.
- Keep up with e-commerce: Make sure your tracking tools can handle online shopping growth.
9. Media Value
In 2024, media value has become a key metric for measuring influencer marketing ROI. It’s not just about engagement metrics anymore – brands want to know the real worth of their influencer content.
Media value, or Earned Media Value (EMV), puts a dollar value on the exposure and impact of influencer campaigns. It’s like pricing out all those posts, stories, and mentions.
Here’s why it matters: EMV lets you compare influencer marketing to traditional advertising. It answers the question, "What would this exposure cost through paid ads?"
Let’s look at some numbers:
In 2023, Glossier ran an Instagram campaign with 50 micro-influencers. It got 2 million impressions. Using Instagram’s average CPM of $5.14, here’s the EMV:
EMV = 2,000,000 x ($5.14 / 1000) = $10,280
That’s $10,000+ worth of media exposure from one campaign!
But there’s more to it. Sarah Lee, Glossier’s Head of Influencer Marketing, said:
"The true value went beyond just impressions. We saw a 15% increase in website traffic and a 7% boost in sales during the campaign period. EMV helped us quantify the impact, but the real-world results were even more impressive."
This shows EMV is just the starting point.
So, how can you use EMV in your 2024 influencer strategy?
- Tweak your formula: The basic EMV is Impressions x CPM, but think about adding an engagement factor. High-quality interactions can boost your content’s value.
- Compare platforms: EMV varies across social media. YouTube’s average CPM of $9.68 might make your content there more valuable than you thought.
- Watch trends: Keep an eye on your EMV over time. Do certain content types or influencers consistently deliver higher value?
- Look at the big picture: Remember Glossier’s experience. EMV matters, but link it to real business results like traffic, leads, and sales.
- Choose influencers wisely: Use EMV to predict which partnerships might give you the most for your money.
Here’s a tip: Don’t fixate on EMV. Dash Hudson, a top social analytics platform, notes:
"Earned media has priceless intangible value. But marketers want facts and figures when it comes to measuring influencer marketing’s return on investment."
In other words, use EMV as one tool, not your only tool.
As we go through 2024, expect to see fancier EMV calculations. Brands are starting to include things like audience quality, content lifespan, and even sentiment analysis. Why? To get a clearer picture of influencer marketing’s true value.
10. Customer Value
In 2024, marketers are looking beyond quick sales to measure influencer marketing’s real impact. Enter Customer Value – a metric showing how much influencer-driven customers spend over their entire relationship with your brand.
Why? Because influencer marketing isn’t just about fast wins. It’s about building connections that drive long-term revenue.
Let’s break it down:
The Numbers Tell the Story
Influencer marketing is delivering serious ROI. Brands are seeing $5.78 for every dollar spent, on average. Some are even hitting $20 per dollar invested. That’s not just good – it’s a game-changer.
But here’s the kicker: McKinsey & Company found emotionally connected customers show 3 times the lifetime value compared to others. And influencers? They’re experts at creating those emotional bonds.
Real-World Examples
Take Nike’s work with Michael Jordan. It didn’t just sell shoes – it created a cultural shift. The Air Jordan line transformed Nike from an athlete brand to a fashion powerhouse. They didn’t stop there. Partnering with Drake to create NOCTA helped Nike tap into a new audience, boosting their customer value across different segments.
Dave Kerr, Advertising Specialist at Merged Dental Marketing, says:
"Integrating metrics like Customer Lifetime Value (CLV) with ROAS allows us to identify which sources deliver the highest value, guiding resource allocation for maximum impact."
Boosting Your Customer Value
Want to increase your customer value through influencer marketing? Try these:
- Pick partners who share your values. Authenticity builds loyalty.
- Use unique discount codes and affiliate links to track long-term spending.
- Use RFM (Recency, Frequency, Monetary) analysis to tailor your campaigns.
- Get influencers to create content that builds community among your customers.
- Use customer feedback to improve. Show you’re listening.
Here’s a fact: 63% of global consumers trust influencers more than traditional ads. By tapping into this trust, you’re not just making sales – you’re creating brand advocates who’ll stick around.
The Big Picture
Customer Value in influencer marketing goes beyond the first purchase. It’s about building relationships that lead to repeat buys, referrals, and brand loyalty. Focus on this metric, and you’re setting up for long-term growth in the digital world.
Benefits and Limitations
Measuring influencer marketing ROI isn’t simple. Each metric has its pros and cons. Let’s break it down:
| Metric | Benefits | Limitations |
|---|---|---|
| Engagement Rate | Shows audience interest, easy to measure, identifies top content | Doesn’t directly link to sales, can be inflated |
| Conversion Rate | Links to sales, shows campaign effectiveness | Hard to track across platforms, misses long-term impact |
| Return on Ad Spend (ROAS) | Clear financial metric, easy to compare | Misses brand awareness, may undervalue long-term customers |
| Reach and Views | Shows brand awareness, easy to measure | Doesn’t show engagement or sales, can be inflated |
| Audience Quality | Targets the right people, improves efficiency | Time-consuming, needs detailed data |
| Content Performance Over Time | Shows long-term impact, helps optimize strategy | Needs ongoing tracking, affected by algorithm changes |
| Comment Analysis | Gives qualitative insights, shows sentiment | Time-consuming, subjective |
| Direct Sales | Clear ROI indicator, justifies budgets | Misses full campaign impact, undervalues brand-building |
| Media Value | Compares to traditional ad costs, shows potential savings | Can be subjective, doesn’t always reflect actual impact |
| Customer Value | Shows long-term impact, justifies higher costs | Complex to calculate, needs long-term data |
Here’s the thing: no single metric tells the whole story. Smart marketers mix and match based on their goals.
Take ASOS in 2023. They switched from big influencers to micro-influencers. Why? Higher engagement rates with smaller accounts. But they didn’t stop there. They also tracked conversions and customer lifetime value.
The result? A 200% jump in conversions and a big boost in long-term customer value. By combining metrics, ASOS got a fuller picture of their campaign’s impact.
But it’s not always smooth sailing. In 2022, a major beauty brand spent millions on a mega-influencer campaign. The reach was huge, but sales barely moved. They learned the hard way that reach alone doesn’t guarantee success.
Dave Kerr from Merged Dental Marketing says:
"Integrating metrics like Customer Lifetime Value (CLV) with ROAS allows us to identify which sources deliver the highest value, guiding resource allocation for maximum impact."
This approach balances short-term gains with long-term value.
The key? Don’t rely on just one metric. Use a mix that fits your goals. And remember, context matters. High engagement might be great for brand awareness, but for direct sales, you’ll need to dig deeper.
Looking ahead to 2024, expect smarter tools for measuring influencer marketing ROI. Brands are getting better at combining metrics and using AI to crunch complex data. The goal? A clearer picture of what’s really driving results in the fast-changing world of influencer marketing.
Summary
Let’s recap the key influencer marketing ROI metrics for 2024:
1. Engagement Rate
This shows how well content resonates with audiences. 2024 platform rates:
- YouTube: 8.2%
- Instagram: 7.4% (4.9% for Reels)
- TikTok: 0.9%
Nano-influencers (1,000-10,000 followers) often outperform larger accounts with a 7.2% rate.
2. Conversion Rate
Micro-influencers (10K-100K followers) lead with a 1.1% average, compared to 0.3% for mega-influencers (1M+).
3. Return on Ad Spend (ROAS)
Brands see $5.78 return per dollar spent on influencer marketing. Some campaigns hit $20 per dollar invested.
4. Reach and Views
The 2024 Met Gala reached over 700 million social media users in one day.
5. Audience Quality
ASOS’s switch to micro-influencers led to a 200% jump in conversion rates.
6. Content Performance Over Time
YouTube videos have an 8.83-day average half-life, while Instagram posts last about 19.75 hours.
7. Comment Analysis
Crocs used this to revamp their marketing strategy, boosting revenue.
8. Direct Sales
BENlabs’ campaign for a zero-sugar sports drink generated $653,000 in sales lift over three months, achieving a 2.6x ROAS.
9. Media Value
Glossier’s campaign with 50 micro-influencers generated $10,280 in Earned Media Value.
10. Customer Value
Nike’s partnerships with Michael Jordan and Drake show how influencer collaborations can boost long-term customer value.
No single metric tells the whole story. Combine these measures based on your campaign goals. As Dave Kerr from Merged Dental Marketing says:
"Integrating metrics like Customer Lifetime Value (CLV) with ROAS allows us to identify which sources deliver the highest value, guiding resource allocation for maximum impact."
In 2024, successful influencer marketing is about building lasting connections that drive long-term revenue and brand loyalty. Master these metrics to navigate the evolving landscape and maximize your ROI.
FAQs
How to measure influencer marketing performance?
Measuring influencer marketing performance is key to understanding if your campaign worked. Here’s what to look at:
1. Influencer breakdown
Check each influencer’s posts, reach, and engagement. This shows you how they did individually.
2. Post performance
Look at engagement and sales for specific posts. This tells you what content your audience likes best.
3. Who you reached
Check the age, location, gender, and interests of the people who saw your campaign. Make sure you’re talking to the right crowd.
Brandon Webb, CEO at Galaxsio, says:
"Affiliate links will allow you to track purchases and clicks uniquely, so you can see the analytics specific to each influencer."
To get the full picture:
- Set clear goals before you start. Maybe you want a certain engagement rate or number of clicks.
- Use different tracking methods. Try affiliate links, Google Analytics, and special promo codes to see sales and traffic from influencers.
- Look at your numbers before, during, and after the campaign. This shows you what really changed.
Here’s a real example: In 2023, Flannels worked with influencers to show off party clothes on TikTok. They made £3.68M in sales, got 18 times what they spent back, had 91M video views, and reached 11.9M people in the UK.
But it’s not just about quick sales. Kyle Flaherty from Cybereason suggests:
"Set up KPIs that are relevant to your brand and industry."
This could mean looking at how many more people know about your brand now, or if customers are spending more over time.