What is an influencer report?
An influencer report is a tool that consolidates data from multiple sources (e.g., Instagram, TikTok, YouTube) to track and display key performance indicators (KPIs) (e.g., engagement rate, follower growth, reach), enabling influencers and agencies to monitor content performance and create presentations for brands and partners.
Influencer reports are typically created using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.
What to include in an influencer report?
An actionable influencer report balances context and specificity based on the audience (brands, managers, and analysts) and their use cases.
Executive influencer reports
Executive reports for brand managers, CEOs, and partners show the influencer's impact on brand awareness and engagement. Reviewed weekly, monthly, or quarterly, they include:
- Influencer ROI analysis: by platform, using engagement metrics and reach for large campaigns.
- Audience analysis: demographics, interests, and behavior of followers
- Content performance analysis: engagement, reach, and impressions by content type (video, image, story)
- Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.
Influencer manager reports
Manager reports have cross-platform views with drill-downs to see performance by influencer, brand, region, team member, and campaign. They help align teams, define strategies, and include:
- Cross-platform reporting: overall campaign, product, brand, or region reporting across platforms
- Goal tracking: compare current performance vs objectives
- Audits for prioritization and spotting issues
- Competitive analysis for platform and content mapping
- Topic, keyword, content, audience research
Operational Influencer Reports
Operational reports for analysts and social media managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
- Content: engagement, reach, creative performance, follower growth
- Social: post metrics, engaging topics/hashtags, audience interaction
- Video: views, watch time, engagement rates
- SEO: keyword rankings, impressions, clicks, speed, errors, backlinks
Operational influencer reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.
How to build an influencer report?
To build an influencer report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email.
Here’s the breakdown:
Connect data sources
Define and connect the data sources to bring to your report. Common sources are Instagram and TikTok for social media performance, YouTube for video analytics, and CRM or E-commerce for sales and collaboration data.
To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report.
You can follow these tutorials on connecting your data:
Choose a template
Choose from dozens of influencer report templates in Google Sheets or Looker Studio, designed for use cases like engagement monitoring, follower growth, content performance, and audience analysis.
Learn to copy Looker Studio templates.
While templates are the starting point. Make them specific for your brand or agency. Map your specific metrics, especially custom engagement metrics, CRM contact data, and all the fields and metrics that you define as "engagement" and "reach".
Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your influencer reporting use cases, such as engagement monitoring, follower growth, content performance, and audience analysis.
Select metrics, dimensions, and charts
Once your report template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps:
- Select the data source and the account connected to it
- Choose metrics (e.g. Engagement, reach, followers, impressions, etc.).
- Choose breakdowns to segment your data (e.g. by date, content type, platform, etc.)
You can follow these tutorials on adding data to your reports
Design
To make your influencer reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand.
Follow these tutorials to design your influencer reports:
Share
Share your influencer reports via links, PDF, schedule emails, and control permissions.
KPIs to include in an influencer report?
Influencer reports should include a mix of engagement, reach, audience, and content performance metrics and KPIs to fully understand the impact of influencer activities towards brand goals. They include:
Influencer engagement KPIs measure the interaction process (from the influencer perspective), regardless of the platform:
- Reach metrics: impressions, reach, followers, video views
- Engagement metrics: likes, comments, shares, saves, average watch time
- Content metrics: posts, stories, videos, key events
Efficiency KPIs compare your influencer outputs to the cost, including:
- Reach: CPM (Cost per Mille)
- Engagement: CPE (Cost per Engagement)
- Content: CPC (Cost per Content)
Effectiveness KPIs compare the input with the output from one engagement stage to another
- Reach: Frequency
- Engagement: Engagement rate, interaction rate
- Content: Content performance rate
Sales and cost KPIs show the bottom-line impact of your influencer performance:
- Sales: collaborations, revenue
- Cost: campaign spend, OPEX, payroll
- Efficiency: ROI, ROAS, CAC
- Effectiveness: AOV, ACV
To analyze these influencer KPIs, segment them by:
- Platform: Instagram, TikTok, YouTube
- Time: Hourly, daily, weekly, monthly
- Campaign: content type, objective
- Audience: geo, tech, demographics, interests, behavior, placement
- Content: creatives, format, topic, keyword
