75% of consumers say they have bought something following an influencer’s recommendation at least once, but only 14% of brands reported a sales uplift when working with influencers (Cure Media). As you can see, these two answers do not agree with each other.
This is because brands and marketers tend to take the simplest route when it comes to measuring the results of influencer marketing, looking only at the last click. This means that the “last click channel” is given credit for a sale or conversion, no matter where the buyer journey originated or stopped off en route. This approach to ROI analysis is simple but it leaves you blind to which channels are actually driving the best results, which could see you wasting big budgets on the wrong channels.
In this episode, we’re going to walk you through why you cannot measure influencer marketing (or any marketing activity) by relying on the last click, and show you the importance of a holistic approach instead.