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.
