Influencer Campaign Report Template: Metrics Brands Care About

An influencer campaign report template gives your agency one consistent way to show a brand what its money bought. A good report covers seven things: a campaign summary, the goals you agreed on, the deliverables that went live, performance for each post, campaign totals with cost metrics, the creator’s audience, and your recommendation for what to do next. Brands care most about reach, views, engagement, clicks, and what each of those cost them.

Below is a complete template you can copy section by section, followed by the metrics to pull for each platform, the formulas for engagement rate and CPM, and an email to send the report with. Use it for a single creator or a campaign across your whole roster.

What brands want from an influencer campaign report

Brands read campaign reports for three reasons. They need numbers to justify the spend to their own boss. They want to know which creators to book again. And they want proof that the content went live as agreed.

That means a strong report is:

• Tied to the goal. If the brand wanted awareness, lead with reach and views. If it wanted sales, lead with clicks and codes.
• Complete. Every deliverable from the contract appears, with a live link.
• Honest. It shows what underperformed and why, not only the wins.
• Easy to forward. The summary on page one should make sense to someone who never saw the brief.

The influencer campaign report template

Copy each section of this influencer campaign report template in order, and replace the bracketed text with your campaign details.

Section 1: Campaign summary

Field	Details
Brand	[Brand name]
Campaign	[Campaign or product name]
Talent	[Creator name(s) and handles]
Campaign dates	[First go-live] to [last go-live]
Report date	[Date] and data as of [date]
Headline result	[One sentence, for example “The campaign reached 412,000 accounts with an average engagement rate of 5.8%”]

Section 2: Goals and KPIs

Goal	KPI	Target (if agreed)	Result
[Awareness]	[Total views]	[Target]	[Result]
[Engagement]	[Engagement rate]	[Target]	[Result]
[Traffic or sales]	[Link clicks or code uses]	[Target]	[Result]

If the brand did not set targets, leave that column out. Do not invent targets after the fact.

Section 3: Deliverables

Talent	Platform	Format	Go-live date	Live link	Status
[Creator]	[TikTok]	[Video]	[Date]	[URL]	[Live]
[Creator]	[Instagram]	[Story, 3 frames]	[Date]	[Screenshot or link]	[Live]

This table confirms the creator delivered what the contract asked for. List any extras, such as raw footage or usage rights, at the bottom.

Section 4: Performance by post

Post	Views	Reach	Likes	Comments	Shares	Saves	Link clicks	Engagement rate
[TikTok 1]
[Reel 1]
[Story frame 1]

Leave a cell blank or write “n/a” when a platform does not report that metric. Do not estimate.

Section 5: Campaign totals and cost metrics

Metric	Value
Total campaign fee	[$]
Total views	[ ]
Total reach	[ ]
Total engagements	[ ]
Average engagement rate	[ ]
CPM (cost per 1,000 views)	[$]
CPE (cost per engagement)	[$]
Link clicks and cost per click	[ ]

Section 6: Audience

Summarize who saw the content: the creator’s top countries, top cities, age ranges, and gender split, from their platform insights. Compare it to the audience the brand asked for. Our guide on presenting influencer audience demographics covers how to show this clearly.

Section 7: Top content and qualitative results

• Best-performing post: [which post and why you think it worked]
• Comment themes: [for example, questions about price, requests for a discount code, positive reviews of the product]
• Notable moments: [a stitch, a duet, a repost by the brand, press pickup]

Include two or three real comments as screenshots. Brands use them in internal decks.

Section 8: What worked and what to change

• Worked: [for example, the unscripted try-on format beat the scripted version]
• To change: [for example, product arrived late and compressed the draft schedule]

Section 9: Recommendation and next steps

End with one specific recommendation, such as “Rebook [creator] for the holiday launch with a TikTok and 60 days of paid usage.” If other creators on your roster fit the brand, suggest them here.

Metrics to pull for each platform

Each platform reports slightly different numbers. Pull these where they are available:

Platform and format	Core metrics	Also useful
Instagram Reel	Views, reach, likes, comments, shares, saves	Average watch time
Instagram Story	Views, reach, link clicks	Replies, sticker taps
Instagram feed post	Reach, likes, comments, shares, saves	Profile visits
TikTok video	Views, likes, comments, shares, saves	Average watch time, audience territories
YouTube video	Views, likes, comments	Watch time, average view duration

For click and sales results, use the brand’s tracking link or discount code data. Ask the brand for those numbers before you send the final report, since they often sit in the brand’s own systems.

How to calculate engagement rate, CPM, and CPE

Use the same formulas in every report so brands can compare campaigns over time. State which formula you used.

• Engagement rate = (likes + comments + shares + saves) ÷ views × 100. Some agencies divide by reach or by followers instead. Pick one and label it.
• CPM = campaign fee ÷ views × 1,000
• CPE = campaign fee ÷ total engagements
• CPC = campaign fee ÷ link clicks

Here is a worked example. Say a brand paid $4,000 for one TikTok that got 200,000 views and 12,000 total engagements.

• Engagement rate: 12,000 ÷ 200,000 × 100 = 6%
• CPM: $4,000 ÷ 200,000 × 1,000 = $20
• CPE: $4,000 ÷ 12,000 = about $0.33

These numbers mean more next to the brand’s other channels. If the brand shares what it pays for paid social, you can show how the creator content compares.

When to send the report

Timing matters as much as content. A common rhythm:

1. Go-live day. Send the live links. This is not a report, but it confirms delivery.
2. Within 24 hours for Stories. Stories disappear from the creator’s profile after a day, so capture Story metrics early.
3. First report at about 7 days. This gives the post time to collect its early views while the campaign is still fresh for the brand.
4. Final report at about 30 days, or when paid usage ends if the brand ran the content as an ad.

Put each report due date on your calendar when the deal is signed. Our guide to tracking influencer deliverables and go-live dates shows how.

Email to send with your report

Subject: [Brand] x [Creator] campaign results

Hi [Name],

Here are the results from [Creator]'s [campaign name] content, with data as of [date].

Headline: [one sentence with the main result].

The full report is linked here: [link]. It covers every post, the audience, and what we would change next time.

Based on these results, we would recommend [specific next booking]. Happy to put together options whenever you are planning the next launch.

Thanks,
[Your name]

Common reporting mistakes

• Screenshots only. A folder of screenshots is not a report. Put the numbers in a table.
• Missing Stories. The Story data expired before anyone captured it.
• Mixed formulas. Engagement rate calculated three different ways across three creators.
• No recommendation. The report ends with numbers instead of a next step.
• Hiding misses. Brands notice. Explain the result and what you would change.

Using one influencer campaign report template for every brand prevents most of these.

A report is also a relationship tool. Our guide on brand relationship management covers how wrap reports lead to rebookings.

How July builds campaign reports

July’s campaign Reports build themselves from a dropped-in link, a selected Story, or a request to AI, and they include every post and talent you add. Stats are pulled from Instagram, TikTok, Facebook, and YouTube and update every 24 hours, even after you share the report as a link or a PDF. July also watches your talent’s channels and catches paid campaign posts the moment they publish, so you are not asking creators for screenshots.

Frequently asked questions

What should an influencer campaign report include?

Include a campaign summary, the goals and KPIs, a list of deliverables with live links, performance for each post, campaign totals with cost metrics like CPM, the creator’s audience, and a recommendation for next steps. Tie the first page to the brand’s main goal.

Which metrics do brands care about most in influencer campaigns?

It depends on the goal. For awareness, brands look at views, reach, and CPM. For engagement, they look at engagement rate and comments. For sales, they look at link clicks, discount code uses, and cost per click.

How do you calculate engagement rate for an influencer campaign?

A common formula is total engagements (likes, comments, shares, and saves) divided by views, multiplied by 100. Some agencies divide by reach or followers instead. Use one formula across every report and state which one you used.

When should I send a campaign report to a brand?

Send live links on go-live day, capture Story metrics within 24 hours, send a first report around 7 days after go-live, and a final report around 30 days. If the brand ran the content as a paid ad, send a final update when usage ends.