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[Campaign Name]

Influencer Marketing Report

[Month / Quarter / Campaign Period]

[Your Name] • [Date]

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Executive Summary

YOUR ONE BIG NUMBER

[$XX,XXX]

[+XX% vs. last period]

[1-2 sentence summary: What was the campaign, what was the goal, did it hit the target. Lead with the result, then the context.]

Key Takeaways

  • [Takeaway 1: e.g., 'Long-term partners with 5+ activations drove 78% of code redemptions']
  • [Takeaway 2: e.g., 'Nano creators outperformed macros on CPM by 3x']
  • [Takeaway 3: e.g., 'TikTok Reels drove 2x more traffic than Instagram Stories']

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Campaign Overview

OBJECTIVE

[Awareness / DR]

[Brief description]

TIMELINE

[Start – End]

[X weeks]

TOTAL BUDGET

[$XX,XXX]

[vs. €XX,XXX planned]

CREATORS

[XX]

[X nano, X micro, X macro]

Campaign Split

Campaign Types

  • [X] Fixed-fee campaigns
  • [X] Affiliate partnerships
  • [X] Gifting / product seeding

Budget Allocation

  • [XX%] Creator fees
  • [XX%] Product / COGS
  • [XX%] Tools & platform costs

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Performance Summary

Total Reach

[X.XM]

[+XX%]

Impressions

[X.XM]

[+XX%]

Engagement Rate

[X.X%]

[+X.X%]

Total Revenue

[$XX,XXX]

[+XX%]

ROAS

[X.Xx]

[-X.Xx]

CPM

[$XX]

vs. [€XX] paid

[Add context: Why did metrics change? What drove the increase/decrease vs. last period?]

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Creator Breakdown

Creator

Platform

Tier

Reach

ER%

Clicks

Conv.

Revenue

Cost

ROAS

@creator_1

IG

Macro

[XXK]

[X.X%]

[XXX]

[XX]

[$X,XXX]

[$X,XXX]

[X.Xx]

@creator_2

TT

Micro

[XXK]

[X.X%]

[XXX]

[XX]

[$X,XXX]

[$X,XXX]

[X.Xx]

@creator_3

YT

Nano

[XXK]

[X.X%]

[XXX]

[XX]

[$X,XXX]

[$X,XXX]

[X.Xx]

@creator_4

IG

Micro

[XXK]

[X.X%]

[XXX]

[XX]

[$X,XXX]

[$X,XXX]

[X.Xx]

[Tip: Evaluate creators over quarterly windows, not single campaigns. Weekly data can be misleading, especially with long-form content.]

Top Performers

[List top 2-3 creators with brief note on why they stood out]

Underperformers

[Note: was it wrong fit, wrong timing, or algorithm? Don't cut future performers based on one data point.]

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Content Highlights

Separate content reporting from performance data. This section shows what went live and how creators represented your brand.

Top Performing Post

[Creator, Platform]

[Link to post]

​

Reach: [XX,XXX]

ER: [X.X%]

Conversions: [XX]

Best Content Format

[e.g., TikTok Reels]

​

[Why it worked: native feel, strong hook, clear CTA]

​

[Reusable for paid?]

Compliance Check

[X/X posts] had correct disclosures

​

[X posts] missing hashtags

[X posts] used wrong link

​

[Follow-up actions]

Share top-performing content with your paid and organic social teams for repurposing and creative testing.

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Impact Correlation: Signups vs. Live Dates

[Insert chart showing signups/sales correlated with influencer post live dates. This visualization makes the impact of creator content obvious, especially for awareness campaigns where the value doesn't always show up in tracked codes.]

[Your chart here]

​

Overlay influencer post dates on your signup/sales timeline.

Look for spikes that correlate with content going live.

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Learnings & Next Steps

What Worked

  • [Insight 1 with data point]
  • [Insight 2 with data point]
  • [Insight 3 with data point]

What Didn't Work

  • [Insight 1: what happened + why]
  • [Insight 2: what happened + why]
  • [Insight 3: what happened + why]

OBJECTIVES FOR NEXT PERIOD

  • [Action 1: e.g., 'Shift 30% of budget from nano to micro creators based on CPM data']
  • [Action 2: e.g., 'Test TikTok Shop integration with top 5 affiliate partners']
  • [Action 3: e.g., 'Launch gifting program in new market – expect lower ROAS while awareness builds']

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Cross-Channel Comparison

Don't review influencer performance in isolation. Compare against other paid channels to demonstrate relative efficiency.

Channel

CPM

CTR

Conv. Rate

AOV

ROAS

Influencer Marketing

[$XX]

[X.X%]

[X.X%]

[$XXX]

[X.Xx]

Paid Social

[$XX]

[X.X%]

[X.X%]

[$XXX]

[X.Xx]

Paid Search

[$XX]

[X.X%]

[X.X%]

[$XXX]

[X.Xx]

Email

[$XX]

[X.X%]

[X.X%]

[$XXX]

[X.Xx]

[Highlight: If influencer-driven traffic converts at a higher rate or drives higher AOV than other channels, this is your strongest scaling argument – even if raw traffic volume is lower.]

Also compare: How does influencer-sourced creative perform vs. brand-produced creative in paid social? (CPM, CTR, revenue)