One of It Cosmetics' most heavily invested channels didn't have a dollar to attribute to it. Influencer impact could only be measured by likes and comments without sales or media value attribution, forcing full funnel decisions to be made from volatile upper funnel metrics. We needed to prove we've invested in the right channel with the right creators.
Build the feedback loop: Partnered with the influencer marketing team to constantly measure and optimize the channel.
Automate the tracking: Automated UTM (unique link tracking) to trace all traffic back to dozens of parameters.
Score what matters: Enabled scoring on every KPI by influencer and beyond, showing the team what was truly driving value throughout the full funnel.
2.1x year-over-year channel ROI: The feedback loop unlocked true influencer ROI, then doubled it as spend consolidated behind the creators and tactics the data proved were delivering.
3+ new audience segments per influencer: Automated UTM tracking turned every campaign into audience intelligence, and those segments became the foundation for the replenishment program that lifted customer lifetime value 40%. Read that case study here.
Want your channels measured like this?
Let's chatWithin a few activations, our real-time sales and engagement data was telling the performance stories and informing investment decisions.