📋 Available on: Startup, Growth, Enterprise, Agency, Custom, and legacy Pro/Advanced/Enterprise plans. Not available on Starter or Free plans
Archive's campaign reporting provides detailed metrics to help you evaluate individual creator performance and optimize your influencer marketing strategy. Understanding these metrics enables you to identify top performers, measure campaign effectiveness, and make data-driven decisions for future collaborations.
📋 How per-creator metrics are calculated: Every per-creator metric on this page — Impressions, Engagements, EMV, Total Followership, and Potential Reach — is calculated from the creator's posts within the campaign. A creator who hasn't posted yet (or posted outside the campaign range) will show 0 across all of these columns, including Total Followership. They only start contributing to these aggregates once Archive captures their first post in the campaign.
Posts
Definition: The total number of content pieces published by each creator during your campaign period.
This comprehensive count includes all content formats across connected platforms such as Instagram Posts, Reels, and Stories, TikTok Videos, and YouTube Videos and Shorts. Use this metric to assess content volume commitments, compare creator productivity, and ensure deliverable requirements are met.
Impressions
Definition: The total number of times each creator's campaign content appeared in user feeds or was viewed across all platforms.
Calculation methodology:
Reels and TikTok Videos use actual platform-reported view counts
Instagram Feed Posts use estimated view counts based on engagement data
Instagram Stories utilize follower-based impression estimation models
YouTube content pulls native analytics data
Total represents the sum across all content pieces
This metric reveals each creator's content visibility and helps you understand which creators are achieving the broadest reach for your brand message.
Engagements
Definition: The aggregate count of meaningful interactions generated by each creator's campaign content.
Engagement types include:
Likes — across all platforms
Comments
Shares — captured where the platform exposes them (notably TikTok)
Views and plays — actual platform-reported counts for Reels, TikTok videos, and YouTube; estimated views for Instagram Feed Posts and Stories (see Understanding the Different UGC Metrics for the per-platform breakdown)
Archive does not currently capture saves/bookmarks, reach, story taps, video completion rate, or per-reaction breakdowns (e.g. love, wow) — these are not exposed by the platforms in a way that supports consistent third-party reporting.
High engagement rates indicate strong audience resonance and authentic creator-audience relationships, making this a key indicator of content quality and creator effectiveness.
EMV (Earned Media Value)
Definition: Earned Media Value refers to the value of the media that was earned through social media channels. It is a metric that is used to measure the success of a social media campaign.
EMV helps you quantify the value generated by each creator's content and measure their contribution to your overall campaign success.
Native Impressions
Definition: The actual view counts reported directly by the platform for each creator's campaign content on Instagram Reels, TikTok, and YouTube.
Unlike estimated impressions (which are calculated for Instagram Feed Posts and Stories), Native Impressions pull the real view data that the platform itself records for video content. This gives you the most accurate picture of how many times a video was actually watched.
Platforms included:
Instagram Reels — actual Reel view counts from Instagram
TikTok Videos — platform-reported play counts
YouTube Videos and Shorts — native YouTube view data
Instagram Feed Posts and Stories are not included here since those formats don't surface native view counts the same way. For those, see Impressions.
Native Engagements
Definition: The total number of engagement actions recorded directly by the platform for each creator's Instagram Reels, TikTok, and YouTube content.
Engagement actions included:
Likes
Comments
Shares (where exposed by the platform, notably TikTok)
Views/Plays — actual platform-reported counts for video formats
This differs from the broader Engagements metric in that it only counts interactions on native video content (Reels, TikTok, YouTube) using the raw numbers the platforms report, rather than any estimated values.
Use Native Engagements alongside Native Impressions to calculate true engagement rates for video content specifically.
Status
Definition: Indicates whether a creator has published content within the campaign.
Status indicators:
Posted — The creator has published at least one piece of content captured by Archive within the campaign period
Not Posted — The creator has been added to the campaign but no content has been captured yet
Use this column to quickly identify which creators have delivered and follow up with those who haven't posted yet.
Total Followership
Definition: The combined audience size across all of each creator's connected social media platforms.
This metric provides insight into each creator's overall influence and potential audience reach. While follower count doesn't guarantee engagement quality, it helps establish baseline expectations for content performance and assists in creator tier categorization for campaign planning.
Potential Reach
Definition: The theoretical maximum number of unique users who could encounter each creator's campaign content, calculated by combining follower counts with content frequency across platforms.
Calculation example:
Instagram: 100,000 followers × 2 posts = 200,000 potential impressions
TikTok: 50,000 followers × 1 video = 50,000 potential impressions
Total Potential Reach: 250,000
Important considerations: Potential reach represents maximum theoretical exposure and doesn't account for platform algorithm limitations, posting time optimization, audience overlap between platforms, or organic reach restrictions. Use this metric for initial performance projections rather than guaranteed outcome expectations.