How to Measure B2B Creator Campaigns
TL;DR: B2B creator campaigns are measured by tracking each placement from view to trial or demo. You use UTM links, promo codes and self-reported attribution, then compare placements on cost per trial, cost per demo or CPA. This guide is for growth and marketing leads who need creator spend to hold up next to paid channels.
What should you measure in a creator campaign?
Measure two layers:
| Layer | Metrics | What it tells you |
|---|---|---|
| Attention | CPM, engagement, click-through | Whether the content reached and moved the audience |
| Outcome | Attributed sign-ups, cost per trial, cost per demo, CPA | Whether the placement paid off |
How do you track sign-ups from creators?
- Give every creator a unique UTM link.
- Give every creator a unique promo code.
- Add a "how did you hear about us" field to sign-up and demo forms.
- Combine the three into one view per placement.
See UTM links and promo codes for creators.
Should you use cost per trial or cost per demo?
Use the metric that matches your sales motion. Product-led companies use cost per trial or sign-up; sales-led companies use cost per demo. See cost per trial vs cost per demo.
What will you not be able to track?
Some influence will always be untracked: people who see a post and search for you later. Self-reported attribution captures part of this. Be clear about it instead of overstating results.
New to creators? Start with the complete B2B influencer marketing guide.