Influencer Marketing Calculation Spreadsheet
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ABCD
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PRE-CAMPAIGN
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MetricsDetailsAssumed/calculated numbersNotes
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Influencer go live timeSaturday 10/27/2018 at 7pm UTC
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Measurement window7pm to 11pm UTC4 hours
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Organic baseline(B)Average of organic installs from 7pm UTC to 11pm UTC on 4 preceding Saturdays.200Assume 200 installs to be organic baseline
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CAMPAIGN DAY
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MetricsDetailsAssumed/calculated numbersNotes
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Influencer go live timeSaturday 10/27/2018 at 7pm UTC
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Direct installs(D)Direct installs from the influencer's attribution link from 7pm to 11pm UTC(first 4 hours after going live).150Assume 150 direct installs.
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Organic installs(O)Total organic installs from 7pm to 11pm UTC(first 4 hours after influencer goes live).400Assume 300 organic installs.
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Organic lift(L)Estimated increase in organics as a result of influencer campaigns200Calculated as O - B
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Organic lift ratio(R)Estimated increase in organics per direct install1.33Calculated as (O - B)/D
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POST-CAMPAIGN
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MetricsDetailsAssumed/calculated numbersNotes
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End of tracking windowSaturday 11/10/2018 at 7pm UTC14 days after going live.
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Final directly attributed installs(D1)Direct installs from the influencer's attribution link 14 days after going live.600Assume 600 direct installs.
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Estimated organic lift as a result of directly attributed installs.Estimation is based on the assumption that the number of organic users resulting from direct installs in 4 hours is the same as the number of organic users in 14 days.800Calculated as R * D1
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Total attributed installsEstimated as direct installs along with estimated organic installs from direct installs.1400Calculated as (1+R)*D1
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