Instagram Influencer Analytics: Seeing the macro picture

By Lissa Regets
Fractional CMO
ideaBOX Consulting

Field Guide | Reporting & Analysis Best Practices by Lissa Regets

Lissa Regets, fractional CMO and digital marketing consultant with 15 years and 500-plus companies under her belt, walks through the reporting cadence and attribution framework she uses to evaluate influencer campaigns without drawing the wrong conclusions. Her structure is concrete: daily platform checks for anomalies, weekly creative and campaign-level reports from partners, and a monthly cross-platform deep dive comparing the last 30 days to the prior 30. Before any of this, she insists on naming a single source of truth, whether that is Google Analytics, Shopify, or a custom setup in Tableau or Looker. For Instagram influencer analytics and beyond, she layers in UTM parameters, creator-specific landing pages, custom promo codes, unique product bundles, and post-purchase surveys to untangle attribution. Her sharpest point is that influencer creative often moves brand awareness or purchase intent while another channel claims the conversion credit, and that is not a failure. If you have ever turned off an influencer program too soon, this video explains exactly what you were probably measuring wrong.

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Themes

Foundations
&
Sourcing & Vetting
&
What to Book
& How to negotiate the best deal
Paid Social
& Performance Marketing
Contracting
& Creator Support
Measuring
& Scaling Success
TikTok Shop
&

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