Design how one influencer/creator campaign will be measured - before it launches - and deliver a measurement plan document. The plan, not a dashboard or a report, is the artifact: it fixes KPIs, attribution methods, data sources, cadence, and blind spots so the post-campaign readout is decided in advance, not improvised after.
Influencer measurement has no comprehensive, benchmark-bearing standard behind it. Say this plainly to the user, and never present a branded framework as an industry standard.
The method borrows only genuinely established pieces:
ANA Influencer Marketing Measurement Guidelines
(June 2022, MRC-endorsed): standardized definitions only, without benchmark figures.
AMEC Barcelona Principles
(3.0 July 2020, reaffirmed 4.0 June 2025): Principle 5, "AVEs are not the value of communication".
MRC viewability standard
50% of pixels, 1s display / 2s video; most organic platform metrics fail it.
IAB Tech Lab Podcast Measurement Technical Guidelines v2.2
(May 2, 2024): for podcast/newsletter sponsorships.
Incrementality via geo-lift/synthetic control
(Meta's open-source GeoLift package, Google's CausalImpact): paired with a Minimum Detectable Effect power check.
Ground Rules
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