Influencer post-campaign audit: how to review what actually happened

The four questions your audit should answer

1. Which creators produced the best CPA? Not the most impressions. Not the highest engagement. The lowest cost per attributed purchase. This number tells you which creator type to prioritise in the next campaign.

2. Which content format drove the most traffic? If you ran Reels and Stories for the same campaign, which generated more UTM link clicks? This informs your next brief's format weighting.

3. Was your conversion rate above or below your paid social benchmark? Influencer traffic converts at a different rate than paid social traffic for the same product. Knowing the gap helps you set realistic expectations for future campaigns and adjust landing page messaging for creator audiences.

4. Which niche or creator type performed most consistently? A beauty brand might find food creators outperform beauty creators for a specific product. The audit surfaces counterintuitive findings that paid social data would never reveal.

The data sources for your audit

KALO IQ campaign dashboard: Reach, clicks and per-creator attributed conversions. Export as CSV for custom analysis.

Google Analytics 4: Session quality by creator (pages per session, time on site, bounce rate). Creator traffic that bounces immediately suggests the landing page did not match audience expectations. Creator traffic with high pages per session suggests a highly engaged audience.

Shopify or ecommerce data: Average order value by UTM source. Influencer-driven orders sometimes have different AOV than direct or paid social orders - worth knowing for margin calculation.

Creator-reported data: Ask each creator to share their native analytics from the post (reach, profile visits, saves, shares). This supplements what your UTM data captures with platform-level data you cannot see from outside the account.

Building the audit report

Your post-campaign audit report should include four sections:

1. Summary: Total spend, total attributable revenue, ROAS, total reach and total attributed conversions. One paragraph, five numbers.
2. Per-creator breakdown: Table showing each creator's fee, clicks, conversions, CPA and ROAS. Ranked by CPA ascending (best performers first).
3. Content format analysis: If multiple formats were used, side-by-side comparison of traffic and conversion data per format.
4. Decisions for next campaign: Three to five specific changes based on the data. "Double the budget on creator type X. Reduce budget on creator type Y. Test Story-only format for the next campaign. Improve landing page for mobile conversion based on bounce rate data."