Our newsletterIndustry surveyInfluencer Strategists, 4 May 2026
Marketers who say they are very confident in proving influencer ROI always track engagement and sentiment, but only 14% track efficiency and none use all advanced measurement methods together
Performance measurement
ROI confidence vs measurement: capabilities held by 'very confident' marketers (%)
ROI confidence vs measurement: capabilities held by 'very confident' marketers (%)| Measurement capability | Share of 'very confident' marketers (%) |
|---|---|
| Track engagement rate | 100% |
| Track positive / negative sentiment | 100% |
| Have a standardised measurement framework | 43% |
| Use marketing mix modelling | 29% |
| Track EMV (earned media value) per working spend | 14% |
| Have all three: EMV per spend + sentiment + marketing mix modelling | 0% |
- Reader Note:
- Only 14% of very confident marketers track EMV per working spend, and none have the full advanced measurement infrastructure.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Survey of 41 senior influencer marketing practitioners; sample skewed toward agencies and consultants (63% combined), with minimal brand-side representation (2%).
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- The source never says when this data was collected. It could be considerably older than the publication date suggests.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The source says how much it looked at, but not how any of it was chosen.
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