Instagram Influencer Analytics: Seeing the macro picture

Lissa Regets, fractional CMO and digital marketing consultant with 15 years and 500-plus companies under her belt, walks through the reporting cadence and attribution framework she uses to evaluate influencer campaigns without drawing the wrong conclusions. Her structure is concrete: daily platform checks for anomalies, weekly creative and campaign-level reports from partners, and a monthly cross-platform deep dive comparing the last 30 days to the prior 30. Before any of this, she insists on naming a single source of truth, whether that is Google Analytics, Shopify, or a custom setup in Tableau or Looker. For Instagram influencer analytics and beyond, she layers in UTM parameters, creator-specific landing pages, custom promo codes, unique product bundles, and post-purchase surveys to untangle attribution. Her sharpest point is that influencer creative often moves brand awareness or purchase intent while another channel claims the conversion credit, and that is not a failure. If you have ever turned off an influencer program too soon, this video explains exactly what you were probably measuring wrong.