Influencer campaign report template

Start with the agreed objective. A report for a product demonstration may need different evidence from one for website visits. Keep the full post list, even when one result is weaker than the rest.

The Word document has a delivery summary, a post-results table and a short email handover. The plain-text version has post rows you can repeat. Fill either version from the original analytics, then retain the export or screenshot alongside the report. Remove private account details that the recipient does not need.

Illustrative example only. These are invented figures, not an OwlScran customer result or a benchmark. A creator agreed to publish two recipe videos for a fictional cookware campaign. The report captures each post 14 days after publication. No paid distribution is reported, and the brand has not supplied sales data.

Together, the videos recorded 2,200 interactions from 50,000 views: 4.4 interactions per 100 views. Divide the summed interactions by the summed views. Averaging 5% and 4% would give 4.5%, which gives the smaller video the same weight as the larger one.

The report can say that video B recorded more views and saves. It cannot say the campaign reached 50,000 different people, generated sales or proved that one recipe format will always work better.

Record both the period measured and when you captured the result. “Views as at 16 September” and “views in the first seven days” are different claims. Lifetime counts on posts of different ages are not equal observation windows.

Keep views, impressions and reach in separate columns. Do not add reach from several posts and describe the total as unique campaign reach: the same account may have seen more than one post. Leave unavailable figures blank and label the reason. A measured zero is a result; a missing metric is not.

If the brief asks who saw the campaign, use the audience evidence worksheet to label the population, dates and source. Account follower demographics do not establish who saw a sponsored post.

TikTok says engagement gained through Spark Ads is attributed to the original post. An increased public count therefore does not establish organic performance on its own. Ask for the paid reporting when promotion was involved. TikTok explains Spark Ads.

For engagement, state which interactions you included and the denominator. OwlScran’s calculation method explains why two tools can report different percentages for the same account.

Use a short summary such as: “Both agreed videos are live. The attached report records 50,000 views and 2,200 interactions at 14 days after each post. Sales were not measured in the data available to me. Please confirm whether you can share campaign-link results before we discuss the next brief.” Those figures belong only to the fictional example above.

If you used tagged links, request the destination’s report from the brand. A click, a website session and an order are different events. Google’s campaign URL guidance explains how campaign parameters identify referring traffic; adding a tag does not give you access to the brand’s analytics.

Compare cost with impressions only when both cover the same campaign scope. A production fee plus licensing buys more than distribution, so record what is included before comparing costs.

OwlScran can provide available account stats and featured work for a media kit. Download this worksheet, fill in the campaign results and send it with the supporting evidence.