Measuring the return on investment of an influencer app marketing campaign can be defined in a number of ways, cost per view, installs, cost per install, uplift in the app store, to name but a few.
However, most calculations do not take into account the full impact of an influencer marketing campaign because they fail to take note of the organic installs.
Organic installs in this instance being those by customers who have discovered or been educated about the app through an influencer but downloaded it organically as opposed to through the direct link given by the brand/influencer as part of the campaign.
So how do you measure the organic installs your influencer marketing campaign generates?
First you need to gauge what the total installs are as standard, that is before your influencer marketing campaign.
This could include installs with your other marketing efforts or no marketing depending on your strategy.
For example, you might establish you get between 30 and 50 installs a day all things being equal.
Once this has been calculated, look at the difference per time frame, whether you take hours, days or week, and the uplift will be installs attributable to your influencer marketing.
The peak if you graphed the delta would correspond to views of the influencer content.
If you used a tracking link with your influencer content, subtracting the number of direct installs from the delta attributable to influencer marketing will leave you with the number of organic installs also attributable to influencer marketing.
The results can also be broken down by iOS and Android depending on which reporting tool is used.
Knowing the full impact of your influencer marketing gives you a better understanding of its return on investment and if the results are positive, a better argument for scaling your efforts in that channel.