Let’s start with a fact; Influencer Marketing has been around since the late 1800s, in the form of ‘word-of-mouth’ but only recently, we’ve seen it become a crucial marketing strategy in agencies in Adelaide


This is the reason we see a lot of digital marketers around us on all kinds of social media platforms; Instagram, Facebook, LinkedIn, Twitter, Reddit, WordPress etc. Digital marketing content can be conducted in various approaches in the form of blogs, pictures, videos and now reels. But one cannot ignore a very important tool required for comprehensive and successful influencer marketing; KPI (key performance indicator). 


Many keywords serve a purpose for different elements of your strategy, but when it comes to influencer marketing you must make the right pick. The four essential KPIs to have your focus on are Referral Traffic, Reach and Awareness, Audience Growth and Engagement. 


These indicators will help track the progress, measure success in meeting goals, and help with staying on track with the influencer marketing campaign.


Referral Traffic

A very important but mostly ignored KPI is Referral Traffic. The amount of traffic a campaign drives to the website is also worth monitoring because it gives a good idea of the campaign’s reach. In addition, it also tells a lot about the overall success of the campaign and about how many people came to your site. 


But well, the good news is that one requires the same tools to monitor campaign-driven traffic as required for conversions; promo codes, UTM parameters, and the others mentioned above. Moreover, one can also analyze the metrics provided by Google Analytics. The ones to pay attention to include;

  • New visitors
  • Referral sources
  • Total page views
  • Time on site


Reach and Awareness

Reach and Awareness is another top-of-funnel goal. If given the thought, one of the main benefits of digital influencers is that there is turn-key access to an enormous audience. This increases the visibility of any brand, which is what any marketing core goal set by marketing agencies in Adelaide would focus on. 


To determine success with this goal, the key is to track how many people have been reached with the campaign, how many new prospects have become aware of the brand, and how well the campaign reinforced the brand with pre-existing prospects. 


An easy way to measure reach and awareness is by tracking impression data on various posts, which include;  

  • Blogs 
  • Social Posts 
  • Videos 
  • Reels 
  • Other content created specifically for the campaign. 


Audience Growth

Audience growth is similar to reach and awareness, but with a crucial difference. 


Let’s put this down in simple steps; 

  1. You scroll through your social media newsfeed,
  2. Come across a new blog post from a food influencer you follow, 
  3. From the blog, you click through a website for a new restaurant, 
  4. But say you checked out the restaurant’s menu while on the site and realized they didn’t have any food that accommodated your dietary restrictions. 
  5. You will leave the site and never think about the restaurant again.


According to awareness and referral traffic KPIs, this would have been a success. But the audience growth KPI wasn’t successful. But if that same menu included your diet food, there is a high chance you would decide to follow them for regular updates about promotions. This is audience growth. One must remember that it is not just about reaching as many people as possible but also converting them into loyal fans.



Coming to the last of it; engagement is an important KPI at marketing agencies in Adelaide because it provides a more in-depth view of how a campaign was received. It is a good indicator of how the brand is being received, how strong the relationship is with the audience, and how loyal the fans and customers will be. 


Engagement of the audience can be in various forms, including;

  • Likes
  • Reactions
  • Shares
  • Comments
  • Clicks
  • Votes
  • Pins
  • Video views
  • Brand mentions


One can measure engagement by dividing the number of engagements by the number of impressions, or by the number of followers. Furthermore, one can also calculate the cost per engagement (CPE) by dividing the total ad spend by the number of engagements, and this will give a better idea of the ROI and budget requirements for future campaigns.


By focusing on these four KPIs, one can get a well-rounded idea of how successful a campaign was at achieving the goals, which can include driving traffic, boosting sales, reaching higher insights, and increasing reach and awareness.