Amber Kai, CEO of Sequential and a decade-long veteran of the creator economy, walks through the reporting habits that separate agencies doing clean, reusable work from those scrambling after a campaign closes. Her core framework: pull an initial report within 72 hours of content going live, then return at the 30 or 60-day mark, because platforms like TikTok can resurge a video months later and late traffic matters for affiliate and link-tracking programs.
For campaigns with more than 10 creators, she argues an auto-aggregation tool is non-negotiable. Beyond the numbers, Amber makes the case that influencer marketing reporting should include qualitative signals, specifically screenshots of strong comments and audience DMs, because a comment like "I'm going to buy this right now" or fans celebrating a creator's brand partnership is a reliable litmus test for community trust and future campaign performance.
If you want a repeatable reporting system that also builds compelling case study decks for clients, the practical checklist she outlines is worth your three minutes.
