influencer-measurement-framework

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---
name: influencer-measurement-framework
description: Design the pre-launch measurement plan for one influencer or creator campaign - KPIs matched to the objective (awareness, engagement, conversion, affiliate-linked, always-on ambassador), an attribution method and data source behind each KPI, reporting cadence per stakeholder, and declared blind spots. Delivered as a measurement plan document before launch, for B2B and B2C alike. Use whenever the user mentions influencer KPIs, creator campaign attribution, campaign reporting, or asks how to measure a creator partnership, even if they never say measurement. Do NOT use for an ongoing affiliate program dashboard - use mbfinotti/partnerships-skills@affiliate-performance-dashboard instead.
license: MIT
metadata:
  author: Maya-Beth Finotti
  version: "1.4.4"
---

# Influencer Measurement Framework

Design how one influencer/creator campaign will be measured - before it launches - and deliver a measurement plan document. The plan, not a dashboard or a report, is the artifact: it fixes KPIs, attribution methods, data sources, cadence, and blind spots so the post-campaign readout is decided in advance, not improvised after.

Influencer measurement has no comprehensive, benchmark-bearing standard behind it. Say this plainly to the user, and never present a branded framework as an industry standard.

The method borrows only genuinely established pieces:

- **ANA Influencer Marketing Measurement Guidelines** (June 2022, MRC-endorsed): standardized definitions only, without benchmark figures.
- **AMEC Barcelona Principles** (3.0 July 2020, reaffirmed 4.0 June 2025): Principle 5, "AVEs are not the value of communication".
- **MRC viewability standard**: 50% of pixels, 1s display / 2s video; most organic platform metrics fail it.
- **IAB Tech Lab Podcast Measurement Technical Guidelines v2.2** (May 2, 2024): for podcast/newsletter sponsorships.
- **Incrementality via geo-lift/synthetic control** (Meta's open-source GeoLift package, Google's CausalImpact): paired with a Minimum Detectable Effect power check.

## Ground Rules

- Match the primary KPI to the campaign objective's funnel stage. Optimizing an awareness campaign on conversion metrics, or the reverse, is the single most-cited practitioner error.
- Give every KPI a one-sentence definition naming numerator, denominator, and window. A metric nobody can recompute is decoration.
- Pick one engagement-rate denominator and one attribution window; hold both constant for the whole campaign and label them in the glossary.
- Never report EMV, MIV, or any AVE derivative as ROI or financial value - relative, same-vendor directional comparison is their only legitimate use.
- Never adopt a vendor benchmark as a target. Targets come from the program's own trailing history, or the plan honestly says "first flight - no target, baseline-setting run."
- Never use the "$5.78 per $1" figure (or its variants) as a planning input - it is a vendor benchmark with weak, inconsistent provenance.
- Triangulate attribution: no single method is reliable alone. Codes leak, links get stripped, pixels lose signal, surveys mis-remember - each covers another's blind spot.
- Provenance-tag every number the plan cites: standards-body definition, platform-published, vendor-sourced, single-practitioner claim, or the brand's own history.

## Interview

Ask before designing anything. One question per message; multiple-choice where possible; skip anything already answered.

- Campaign objective and funnel stage: awareness/reach, consideration/engagement, conversion/performance, affiliate-linked, or always-on ambassador?
- B2B or B2C? (Drives revenue object, window length, and which attribution signals exist at all.)
- Budget and program size: total spend, number of creators, one flight or always-on?
- Platforms in play? (Short video, image/social, long video, live, podcast, newsletter - each has different data access.)
- Deliverable types per creator? (Posts, stories, v