ROI of Influencer Marketing: Why You Need Every Metric From Day One

Josh Butowsky, a 10-year influencer marketing veteran who founded one of the first direct-response influencer agencies, argues that brands and agencies should capture every available metric from day one rather than starting lean and adding later. His core claim: you cannot diagnose performance without the full data picture.

Butowsky walks through the specific stack he recommends tracking:

• views
• clickthrough rate
• email registrations
• clicks
• orders
• revenue
• CPA
• LTV
• average order value

He illustrates why each layer matters with a concrete example: an influencer can drive above-average clicks on an Instagram Story and still produce low conversions, and without both data points you cannot tell whether the problem was the creator's delivery, a weak call to action, or a broken brand landing page. That diagnostic ability, he argues, is the real ROI of influencer marketing measurement.

If you want a practical framework for knowing not just whether a campaign worked but exactly why it did or did not, this is worth watching.