What a Good ROI Looks Like in Creator Campaigns

You’ve launched the campaign. The creators posted. Now what ?

Many brands get stuck trying to define whether their influencer campaigns actually worked. The truth? ROI isn’t one-size-fits-all — but there are smart benchmarks that help you make sense of performance. Here’s how to think about ROI (return on investment) when working with creators.

1. Define ROI Based on Campaign Goal

ROI doesn’t always mean sales. What’s your primary goal ?

• Awareness : CPM (cost per thousand impressions)
• Engagement : Cost per engagement or follower growth
• Sales : ROAS (return on ad spend) or GMV
• Content : Cost per asset delivered

Growi lets you choose your campaign goal upfront, so you can track ROI based on what you care about — not just a generic benchmark.

2. Use ROAS and GMV for Sales-Focused Campaigns

For direct-response creator campaigns, here’s what you should track :

• GMV (Gross Merchandise Value): Total revenue generated
• Spend : What you paid the creator (retainer + commission + bonuses)
• ROAS = GMV / Spend

A 2x–5x ROAS is typical for well-run creator campaigns, but it varies by vertical. High-margin brands might push for higher. Low-ticket items might scale with volume. Growi calculates ROAS and GMV for every creator automatically — across platforms

3. Compare ROI Across Creators, Not Just the Campaign

Even if a campaign is profitable overall, some creators might underperform. Use ROI as a filter to :

• Identify who to rebook
• Flag creators to pause or cut
• Optimize your budget going forward

With Growi, you can compare ROI per creator, campaign, or channel — so you don’t rely on gut instinct.

4. Include Post-Campaign Sales (Not Just Day 1)

Some sales come 3–5 days after a post. Make sure your attribution window accounts for:

• View-through conversions
• Delayed clicks
• Promo code usage

Growi tracks rolling 30-day GMV tied to each creator, so you get the full picture — not just early spikes.

5. Value Beyond Just Revenue

Some creators deliver killer content you can reuse in ads. Others bring credibility. A few drive DMs, comments, or brand exposure you can’t measure in dollars.

Track :

• UGC value (how many reusable assets?)
• Brand mentions or PR pickup
• Customer feedback (“I found you from @...!”)

Even if revenue ROI is break-even, total value might still be high.

TL;DR

“Good” ROI depends on :

• Your campaign goal
• Your product margins
• Your attribution window
• Your long-term value

Growi helps you track ROI in real-time — across creators, campaigns, and metrics — so you can double down on what works.