Add up what a campaign actually cost — fee, gifting, everything else — against the revenue you can attribute to it, and this works out ROI, an ROAS-style ratio, and (if you have them) effective CPM and cost per engagement.
Influencer campaign ROI calculator
"Attributed revenue" is whatever your tracking actually caught — a discount code, a UTM'd link, a post-campaign lift estimate. See below for what that number typically misses.
A discount code or UTM link only catches people who used it. It misses everyone who saw the content, didn't click or use the code, and bought later anyway — by searching the brand name, going straight to the site, or buying in-store. For influencer content specifically, that miss rate tends to be larger than for a paid ad, because a lot of the effect is brand awareness and trust-building that shows up in sales weeks later, not a single trackable click.
Treat the ROI and return-ratio numbers above as a floor, not a complete picture — the real return is usually higher than what a discount code alone can prove, sometimes considerably. That's not a reason to skip measuring; it's a reason to also look at what tracking links can't show: engagement, sentiment, and whether people are talking about the product afterward. That's the gap the effective CPM and cost-per-engagement figures partly cover — they tell you what attention cost, separately from what a discount code could prove converted.
Mentionfront tracks mentions and comments around your brand across TikTok, Instagram, X, Reddit and YouTube, including replies and reposts under an influencer's own content — so you can see engagement and sentiment your tracking link missed, even though it still can't turn that into an exact revenue number the way a used discount code can.
Both from public ecommerce threads. The first is a measurement failure; the second is what happens when the costs a discount code can't see pile up.
checked the discount report, showed only those 4-5 redemptions… turns out (found out completely by accident) the code had hit its usage limit like 2 days into the campaign. so every single person who clicked and tried the code just got an error and probably thought it was a scam or something.
Free products + shipping + some on pay per video on which I hadn't made a return because the video was bad or just outdated by then + the missed revenue from losing 10 days of optimization and learning every single time I needed to scale a hook or test a variation.
The first case is the strongest argument for checking comments as well as codes: a wave of "code isn't working" replies under the creator's post would have surfaced the problem on day two instead of a week later. The second is the argument for putting every cost — product, shipping, fees, the flat fee you paid whether or not the video landed — into the cost field above, rather than only the cash that left your account as a payment.