Influencer campaign tracking
a link per creator, a result per link.
Give each creator their own tracked link, and every click and sale from their audience lands under their name. Group the links into a campaign, enter what you paid, and see which creators earned their fee.
Quick answer
To track an influencer campaign, create one tracked link per creator (or per post), name it after them, and tag it with UTMs such as utm_source=instagram, utm_campaign=launch and utm_content= the creator's name. Put the links in a Campaign with the fee as its spend, and add conversion tracking to your site. Each creator's clicks, conversions and revenue then sit side by side, with ROI and cost per conversion for the campaign.
| Creator | Link | Clicks | Conv. | Revenue | Spend | ROAS |
|---|---|---|---|---|---|---|
MayaInstagram Stories | go.yourbrand.com/maya | 1,240 | 41 | $2,050 | $800 | 2.6× |
Jon Best returnYouTube review | go.yourbrand.com/jon | 860 | 58 | $2,900 | $600 | 4.8× |
LenaTikTok bio | go.yourbrand.com/lena | 2,310 | 22 | $1,100 | $500 | 2.2× |
Clicks
ROAS (revenue per $1 of fee)
Sales made with a creator's discount code by people who never clicked are counted in your store, not on the link.
One link per creator, named after them
A shared link tells you whether the campaign worked, but not who made the difference. A link per creator does. Name each link after the creator, give it a short slug they can read out loud, and put the UTM tags on the destination URL so your own analytics sees them too.
If a creator posts on several platforms, give them a link per platform, or one link with a different utm_source on each copy. For results per post, give each post its own link. Add a QR code when the creator will show the link on screen; the free plan includes 3 saved QR codes.
| Creator and placement | Tracked link | Tags on the destination |
|---|---|---|
| Maya, Instagram Stories | go.yourbrand.com/maya | utm_source=instagram&utm_medium=influencer&utm_campaign=spring-launch&utm_content=maya |
| Jon, YouTube review | go.yourbrand.com/jon | utm_source=youtube&utm_medium=influencer&utm_campaign=spring-launch&utm_content=jon |
| Lena, TikTok bio | go.yourbrand.com/lena | utm_source=tiktok&utm_medium=influencer&utm_campaign=spring-launch&utm_content=lena |
What each creator's link reports
Every click on a creator's link is recorded with its time, approximate country and city, device, browser, language, referrer when the app passes one, and the UTM tags. You see total clicks, unique visitors and, once conversion tracking is in place, the conversions and revenue from that link.
Time shows whether clicks came the day the post went live or kept arriving for weeks. Country shows whether a creator's audience is in the market you ship to.
To show a creator their results without giving them an account, turn on Share stats for their link: a public page with its clicks, unique visitors, conversions, top countries, devices and traffic sources.
Cost and return per creator
Group the links into a Campaign and enter what you paid as its spend. The Campaigns page then shows spend, clicks, conversions, revenue, ROAS, ROI and cost per conversion; cost per click is simply the fee divided by the clicks. Spend is a number you enter, not something imported from invoices. See campaigns and revenue and revenue attribution for how a sale finds its way back to a link.
A link sits in one campaign at a time. For one figure across the launch, put every creator's link in one campaign with the total spend. For return per creator, give each creator their own campaign with their fee as its spend.
| Metric | How it's worked out | What it tells you about a creator |
|---|---|---|
| Conversion rate | Conversions divided by clicks | Whether their audience does more than click |
| Cost per conversion | Spend divided by conversions | What each sale or sign-up from them cost |
| ROAS | Revenue divided by spend | How much came back for every unit paid |
| ROI | Revenue minus spend, divided by spend | Whether the fee paid for itself |
Sales that come through the link, and sales that don't
Conversion tracking ties a sale to the click that led to it. Add the snippet to your thank-you page, or send a postback from your store or affiliate network, and each sale is matched to the creator's link with its value. It works on the free plan.
Not every sale starts with a click. Someone sees a post, types your address later, or uses the creator's discount code at checkout, and the link never sees it. Give each creator a code as well as a link, and count code redemptions in your store next to the link results.
Running campaigns for clients
Agencies can give each client a workspace with its own links, domains, campaigns and revenue, so one client's creators never mix with another's, and invite the client in to see results. Pro includes 5 workspaces with 5 members per workspace; Agency includes 15 workspaces. See workspaces and Track Link for agencies.
A custom domain keeps every creator's link on the brand, such as go.yourbrand.com/maya. The free plan includes 1 custom domain; Agency includes 50 custom domains.
How to track an influencer campaign
- 1Create a free Track Link account with Google or Microsoft sign-in (no credit card), then create a Campaign with what you are paying as its spend. Use one campaign per creator if you want return per creator.
- 2Create a tracked link for each creator, named after them, with a short slug and UTM tags on the destination, and add it to the campaign.
- 3Add the conversion tracking snippet to your thank-you page, or set up a postback from your store or affiliate network.
- 4Send each creator their link and discount code. As posts go live, compare clicks, conversions and revenue per creator.
What influencer link tracking can't measure
- Reach, views, impressions, follower counts, likes, comments or audience demographics. Those stay in each platform's insights; ask creators for them.
- Sales from people who never clicked. Discount codes cover those; a link can't.
- A sale made later on a different device or browser than the click. Instagram and TikTok often open links in their own built-in browser, so a visitor who comes back in Safari or Chrome can't be matched to the click.
- Who clicked. Each click carries a time, approximate location and device, never a name, handle or IP address.
- Free links show a 2-second branded notice before opening the page. Starter and above redirect instantly.
Questions people ask
How do you track an influencer campaign?
Give each creator a tracked link of their own, tagged with UTMs, put the links in a campaign with what you paid, and add conversion tracking to your site. Clicks, conversions and revenue then show up per creator.
What is an influencer tracking link?
A short link made for one creator that forwards to your page and records every click on the way. Because only that creator shares it, every click and every sale tied to it can be credited to them.
How do I track influencer performance?
Compare creators on clicks, unique visitors, conversion rate, revenue and cost per conversion from their links. Track Link doesn't see reach, impressions, followers or engagement; those stay inside each platform, so ask creators for their insights and read the two side by side.
What UTM parameters should I use for influencers?
Set utm_source to the platform, utm_medium to influencer, utm_campaign to the launch name and utm_content to the creator's name. Keep everything lowercase so Maya and maya don't split into two rows. See UTM tracking for more on naming.
Do I still need discount codes?
Yes, alongside the links. A code catches sales from people who saw the post but never clicked. The link catches clicks and the sales that follow them. Together they cover more than either one alone.
Can creators see their own results?
Yes. Turn on Share stats for a creator's link and send them the page; they see clicks, conversions, countries and devices without an account. Inviting people into a workspace needs Pro or above.
Can a creator's link stop working when the campaign ends?
On Pro and above you can schedule a link to start and stop on set dates with expiring links. On any plan you can also point the link somewhere new after the campaign, so old posts still lead to a live page.
More guides for creators
Link in bio click tracking
Count clicks on your bio link, whichever bio tool you use.
Instagram Story link clicks
What Story insights show, and how to see more per link.
How to track an Instagram link
Bio, Story and DM links, each tagged so you can tell them apart.
YouTube link tracker
Clicks from video descriptions, comments and community posts.
TikTok link tracker
Clicks from your TikTok bio and ads, by country and device.
Give every creator a link that reports back
Start free with 10 tracked links and click analytics, no credit card.
Create a tracked link