The KPI Framework Every Brand Should Set Before Launching a Creator Campaign

The single most common mistake brands make in creator marketing isn't picking the wrong creator — it's launching a campaign without defining what success looks like before they spend anything.

If you can't answer "how will we know this worked?" before you approve the brief, you're flying blind. And when the campaign ends, you'll be left with a deck full of impressions that tell you nothing actionable.

The Inflott KPI Framework

We use a three-tier KPI structure for every campaign we run:

Tier 1 — Awareness KPIs: Reach, impressions, share of voice, branded search lift. These matter for brand campaigns with no direct response objective.

Tier 2 — Engagement KPIs: Engagement rate, save rate, comment sentiment, story tap-through rate. These indicate whether the content landed and whether the audience cared.

Tier 3 — Conversion KPIs: Link clicks, promo code redemptions, attributed purchases, cost-per-acquisition. These are the only numbers that connect your creator spend to actual revenue.

How to Choose Which Tier to Prioritise

Your KPI tier should match your campaign objective. A product launch needs Tier 3 front and centre. A brand awareness campaign for a new market entry lives at Tier 1. A content-first campaign for an established product sits at Tier 2.

Setting these before you spend means you can optimise in real time — not retrospectively justify whatever the numbers happened to show.