A measurement setup built before the campaign runs, not reconstructed after it ends.
Decide upfront whether the campaign is for awareness, sign-ups, or direct sales, because each needs a different metric and a different tracking setup. Record your normal weekly traffic, sales, and branded search volume first, so you have a baseline to compare against during and after the flight. Without a baseline you cannot tell a real lift from ordinary fluctuation.
Give every creator a unique discount code and a UTM-tagged link so you can separate their results from each other and from your other channels. Codes catch buyers who heard the offer but typed your URL directly; links catch the click-through path. For longer or higher-value purchases, add a one-question post-purchase survey asking where people first heard of you, since codes and links both miss view-through buyers.
For awareness, look at reach, view-through rate, saves, and any lift in branded search and direct traffic during the flight. For conversion, track code redemptions, link-attributed orders, cost per acquisition, and first-order value. Treat likes and follower counts as inputs, not outcomes, because they rarely move revenue on their own.
ROAS is attributed revenue divided by spend; ROI is profit (revenue minus full cost and minus cost of goods) divided by spend, which is the truer number. Compare against the channel you would have funded instead, and watch new-versus-returning buyers so you are not paying a creator to reach customers you already had. One strong creator usually beats ten average ones, so judge per creator, not just per campaign.
A free, no-obligation readout of where you stand and a 90-day plan to improve. No slide decks, no sales theatre.
Free audit + plan
Senior strategist on every account. Weekly cadence. No offshore handoffs.
“Harshit Handa”
Dcrayons provided website development and design services for our regulatory compliance and taxation company. On-time delivery was commendable. The team was supportive, provided timely deliverables, and communicated with us through virtual meetings throughout the engagement.
Corpify
CEO, Corpify
Clutch verified
“Insha Allah Khan”
The process was smooth and professional. Dcrayons delivered digital marketing for our beauty brand and the work landed measurable outcomes. 35% traffic increase, 45% social growth, and first-page Google rankings, with responsive management throughout.
Glowral
CFO, Glowral
Clutch verified
“Nirwana Jewellers Private Limited”
They ensure all campaigns go live as scheduled without delays. The e-commerce and digital marketing support raised engagement, website traffic, and sales, and the project oversight stayed organised and responsive across the engagement.
Nirwana Jewellers Private Limited
Chief Executive Officer
Clutch verified
“Nikhil Tiwari”
Dcrayons made everything right. We commissioned a website design + development build from scratch. it shipped on schedule with responsive adjustments through the review cycles and met the Google feature compatibility we needed.
Instacertify Labs Private Limited
Co-Founder, Instacertify Labs Private Limited
Clutch verified
“Rishab”
Their attention to detail and compliance-focused approach helps build a stronger and more sustainable business. Initially they ask for documentation many sellers find difficult to provide. that is exactly what sets them apart. They now also offer USA seller account management. Loved the service. Bestseller in 3 category.
GetSetNova
Founder, GetSetNova
Amazon SPN verified
“Keratine Professional”
Dcrayons took our Amazon account from steady but flat to explosive growth: 180 percent more revenue, from Rs 1.82 crore to Rs 5.10 crore.
Keratine Professional
Salon-grade Hair Care on Amazon
Dcrayons has run digital marketing across SEO, paid media, social, content, e-commerce, and web since 2016, from our Delhi headquarters and a US entity. That mix matters for influencer work, because a creator's post rarely converts in isolation; it interacts with your search presence, your retargeting, and your landing pages. We measure the whole path rather than crediting the last touch, and we are clear about what the data can and cannot prove.
We agree on goals, baselines, and the exact metrics with you before any creator is briefed, so the numbers mean something afterward
We combine codes, UTM links, and post-purchase surveys to cover code-only, click, and view-through buyers instead of relying on one method
Real questions people ask Dcrayons about influencer roi measurement. Honest answers, no jargon.
There is no single benchmark, because it depends on your margins, price point, and whether the goal is awareness or sales. A useful rule is that the campaign should at least beat the next-best channel you would have funded with the same budget, after accounting for product cost and fees. For direct-response campaigns, many brands aim for attributed revenue that covers the full cost and the cost of goods with margin left over.
Use a unique discount code and a UTM-tagged link for each creator so redemptions and clicks are traceable to that person. Add a post-purchase survey question asking where the buyer first heard of you to catch people who saw the post but bought later or directly. No single method is complete, so combining all three gives the closest honest picture.
ROAS is attributed revenue divided by total spend, and it ignores your costs of producing and delivering the product. ROI is profit, meaning revenue minus full campaign cost and minus cost of goods, divided by spend, so it reflects what you actually kept. ROAS is easier to report, but ROI is the number that tells you whether the campaign made money.
Track for at least the length of your normal purchase consideration window, which is days for low-cost items and weeks for considered ones. Influencer content keeps driving discovery and saved posts after the original date, so cutting measurement off at 48 hours undercounts the real effect. Watch branded search and direct traffic across the full window, not just immediate clicks.
Not reliably on its own, because high engagement can come from an audience that does not match your buyer or that never intends to purchase. Engagement is a useful early signal that content landed, but it should be read alongside saves, branded search lift, and actual code or link conversions. Judge a creator by whether their audience buys, not by how many people tapped a heart.
For gifted collaborations, count the product cost and your team's time as the spend, then track the same codes, links, and survey responses against it. For affiliate-only deals, the commission is your variable cost, so ROI is the profit on attributed orders after that commission. Even when there is no flat fee, there is always a cost to measure against.
A free, no-obligation readout and a 90-day plan to improve.