This skill helps you calculate and communicate the return on investment for influencer marketing campaigns using various methodologies appropriate for your goals and available data.
-
Gather ROI Inputs
### ROI Calculation Inputs
**Campaign Details**:
- Campaign: [name]
- Duration: [dates]
- Objective: [awareness/consideration/conversion]
**Investment (Total Spend)**:
| Category | Amount |
|----------|--------|
| Influencer fees | $[X] |
| Product/Gifting | $[X] |
| Production costs | $[X] |
| Paid amplification | $[X] |
| Agency/Tools | $[X] |
| **Total Investment** | **$[X]** |
**Results Data**:
| Metric | Value |
|--------|-------|
| Total Reach | [X] |
| Total Impressions | [X] |
| Total Engagements | [X] |
| Video Views | [X] |
| Link Clicks | [X] |
| Conversions/Sales | [X] |
| Revenue | $[X] |
| New Customers | [X] |
-
Calculate Direct ROI
## Direct ROI Calculation
### Simple ROI
**Formula**: (Revenue - Investment) / Investment × 100
Revenue: $[X]
Investment: $[X]
Profit: $[X]
ROI = ($[Revenue] - $[Investment]) / $[Investment] × 100
ROI = [X]%
### Return on Ad Spend (ROAS)
**Formula**: Revenue / Investment
ROAS = $[Revenue] / $[Investment]
ROAS = [X]:1
Interpretation: For every $1 spent, generated $[X] in revenue
### Direct ROI Summary
| Metric | Value | Benchmark | Status |
|--------|-------|-----------|--------|
| ROI % | [X]% | [X]% | ✅/❌ |
| ROAS | [X]:1 | [X]:1 | ✅/❌ |
| Profit | $[X] | - | |
**Assessment**: [Profitable/Break-even/Loss]
-
Calculate Earned Media Value (EMV)
## Earned Media Value Calculation
### EMV Methodology
EMV estimates the equivalent paid media cost to achieve the same results.
### Impression-Based EMV
**Formula**: Impressions × Industry CPM / 1000
| Platform | Impressions | CPM | EMV |
|----------|-------------|-----|-----|
| Instagram | [X] | $[X] | $[X] |
| TikTok | [X] | $[X] | $[X] |
| YouTube | [X] | $[X] | $[X] |
| **Total** | **[X]** | - | **$[X]** |
### Engagement-Based EMV
**Formula**: Engagements × Cost per Engagement
| Engagement Type | Volume | CPE | EMV |
|-----------------|--------|-----|-----|
| Likes | [X] | $[X] | $[X] |
| Comments | [X] | $[X] | $[X] |
| Shares | [X] | $[X] | $[X] |
| Saves | [X] | $[X] | $[X] |
| Video Views | [X] | $[X] | $[X] |
| **Total** | - | - | **$[X]** |
### Combined EMV
| Method | Value |
|--------|-------|
| Impression EMV | $[X] |
| Engagement EMV | $[X] |
| **Average EMV** | **$[X]** |
### EMV ROI
EMV Generated: $[X]
Investment: $[X]
EMV Multiple: [X]x
For every $1 spent, earned $[X] in equivalent media value
### EMV Caveats
⚠️ **Note**: EMV is an estimate and varies by methodology. Use for directional comparison, not absolute measurement.
-
Calculate Cost Efficiency Metrics
## Cost Efficiency Analysis
### Cost Per Metrics
| Metric | Formula | Result | Benchmark | Status |
|--------|---------|--------|-----------|--------|
| CPM | Spend ÷ (Impressions/1000) | $[X] | $[X] | ✅/❌ |
| CPR (Reach) | Spend ÷ (Reach/1000) | $[X] | $[X] | ✅/❌ |
| CPE | Spend ÷ Engagements | $[X] | $[X] | ✅/❌ |
| CPV (Video) | Spend ÷ Views | $[X] | $[X] | ✅/❌ |
| CPC | Spend ÷ Clicks | $[X] | $[X] | ✅/❌ |
| CPA | Spend ÷ Acquisitions | $[X] | $[X] | ✅/❌ |
| CAC | Total Spend ÷ New Customers | $[X] | $[X] | ✅/❌ |
### Efficiency Score
| Rating | CPM Range | CPC Range | CPA Range |
|--------|-----------|-----------|-----------|
| Excellent | <$[X] | <$[X] | <$[X] |
| Good | $[X]-$[X] | $[X]-$[X] | $[X]-$[X] |
| Average | $[X]-$[X] | $[X]-$[X] | $[X]-$[X] |
| Below Avg | $[X]-$[X] | $[X]-$[X] | $[X]-$[X] |
| Poor | >$[X] | >$[X] | >$[X] |
**Your Campaign**: [Rating]
### vs. Other Channels
| Channel | CPA | vs. Influencer |
|---------|-----|----------------|
| Influencer Marketing | $[X] | - |
| Paid Social | $[X] | [+/-X%] |
| Paid Search | $[X] | [+/-X%] |
| Display Ads | $[X] | [+/-X%] |
| Email Marketing | $[X] | [+/-X%] |
-
Apply Attribution Modeling
## Attribution Analysis
### Attribution Methods
| Method | Description | Result | Notes |
|--------|-------------|--------|-------|
| First Touch | All credit to first interaction | $[X] | Awareness focus |
| Last Touch | All credit to last interaction | $[X] | Conversion focus |
| Linear | Equal credit across touchpoints | $[X] | Balanced view |
| Time Decay | More credit to recent touches | $[X] | Recency bias |
| Position Based | 40/20/40 first/middle/last | $[X] | Common B2C model |
### Attributed Revenue by Model
| Model | Attributed Revenue | ROI |
|-------|-------------------|-----|
| First Touch | $[X] | [X]% |
| Last Touch | $[X] | [X]% |
| Linear | $[X] | [X]% |
| Time Decay | $[X] | [X]% |
| Position Based | $[X] | [X]% |
### Recommended Model for Your Business
**Recommended**: [Model]
**Rationale**: [Why this model fits your customer journey]
### Multi-Touch Journey Example
Customer Journey:
Day 1: Sees @creator1 TikTok (Awareness) ─────┐
Day 3: Sees @creator2 Instagram Reel ─────────┤
Day 5: Clicks @creator1's link (Consideration)┼── Purchase Day 7
Day 7: Uses @creator2's code (Conversion) ────┘
Attribution:
Last Touch: 100% to @creator2
First Touch: 100% to @creator1
Linear: 50% each
Position Based: 40% @creator1, 40% @creator2, 20% repeat exposure
-
Calculate Customer Lifetime Value Impact
## Lifetime Value Analysis
### New Customer Metrics
| Metric | Influencer Acquired | Overall Average |
|--------|--------------------|--------------------|
| New customers | [X] | - |
| First order AOV | $[X] | $[X] |
| Repeat purchase rate | [%] | [%] |
| Customer lifetime value | $[X] | $[X] |
### LTV-Based ROI
**Formula**: (New Customers × Avg LTV) - Investment / Investment
New Customers: [X]
Average LTV: $[X]
Total LTV: $[X]
Investment: $[X]
LTV-Based ROI = ($[X] - $[X]) / $[X] × 100
LTV-Based ROI = [X]%
### Short-term vs. Long-term View
| Timeframe | Revenue | ROI |
|-----------|---------|-----|
| Immediate (this campaign) | $[X] | [X]% |
| 6-month projected | $[X] | [X]% |
| 12-month projected | $[X] | [X]% |
| Lifetime projected | $[X] | [X]% |
### Customer Quality Indicators
| Indicator | Influencer-Acquired | Organic | Paid Ads |
|-----------|--------------------|---------| ---------|
| AOV | $[X] | $[X] | $[X] |
| Return rate | [%] | [%] | [%] |
| Repeat rate | [%] | [%] | [%] |
| NPS/Satisfaction | [X] | [X] | [X] |
-
Calculate By-Influencer ROI
## Influencer-Level ROI
### Individual Influencer Performance
| Influencer | Investment | Revenue | ROI | ROAS | Rank |
|------------|------------|---------|-----|------|------|
| @[handle1] | $[X] | $[X] | [X]% | [X]:1 | 1 |
| @[handle2] | $[X] | $[X] | [X]% | [X]:1 | 2 |
| @[handle3] | $[X] | $[X] | [X]% | [X]:1 | 3 |
| @[handle4] | $[X] | $[X] | [X]% | [X]:1 | 4 |
| @[handle5] | $[X] | $[X] | [X]% | [X]:1 | 5 |
### ROI Distribution
Influencer ROI Distribution:
@handle1 |████████████████████| 320%
@handle2 |██████████████ | 180%
@handle3 |████████████ | 150%
@handle4 |██████ | 75%
@handle5 |████ | 45%
Campaign Average: 180%
### Investment Efficiency
| Influencer | % of Budget | % of Revenue | Efficiency |
|------------|-------------|--------------|------------|
| @[handle1] | [%] | [%] | [X]x |
| @[handle2] | [%] | [%] | [X]x |
### ROI by Tier
| Tier | Investment | Revenue | ROI | Avg ROAS |
|------|------------|---------|-----|----------|
| Macro | $[X] | $[X] | [%] | [X]:1 |
| Micro | $[X] | $[X] | [%] | [X]:1 |
| Nano | $[X] | $[X] | [%] | [X]:1 |
-
Generate ROI Report Summary
# ROI Summary Report
## Campaign: [Name]
## Period: [Dates]
---
## Investment Summary
| Category | Amount | % of Total |
|----------|--------|------------|
| Influencer Fees | $[X] | [%] |
| Product/Gifts | $[X] | [%] |
| Amplification | $[X] | [%] |
| Other | $[X] | [%] |
| **Total Investment** | **$[X]** | **100%** |
## Returns Summary
| Return Type | Value |
|-------------|-------|
| Direct Revenue | $[X] |
| Earned Media Value | $[X] |
| New Customers | [X] |
| Projected LTV | $[X] |
## ROI by Methodology
| Methodology | ROI | Notes |
|-------------|-----|-------|
| Direct Revenue ROI | [X]% | Hard returns |
| ROAS | [X]:1 | Revenue per dollar |
| EMV Multiple | [X]x | Media value generated |
| LTV-Based ROI | [X]% | Long-term value |
## Key Metrics
| Metric | Result | Benchmark | Status |
|--------|--------|-----------|--------|
| CPM | $[X] | $[X] | ✅/❌ |
| CPA | $[X] | $[X] | ✅/❌ |
| ROAS | [X]:1 | [X]:1 | ✅/❌ |
## Bottom Line
**Investment**: $[X]
**Return**: $[X]
**Net Profit**: $[X]
**ROI**: [X]%
**Assessment**: [Campaign was profitable/broke even/lost money]
## Recommendations
1. [Key recommendation 1]
2. [Key recommendation 2]
3. [Key recommendation 3]
---
*Report Generated: [Date]*
