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.
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 Shorts, 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 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, hearts, and reactions
Comments and replies
Shares, saves, and reposts
Platform-specific actions (story taps, video completions)
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.
Status
Definition: Real-time tracking of each creator's content delivery progress against campaign requirements.
Status indicators:
Upcoming: Campaign scheduled but not yet started
Active: Campaign currently running with content being published
Completed: Campaign finished with all deliverables met
Use status tracking to manage campaign timelines, identify bottlenecks, and maintain proactive communication with creators throughout the campaign lifecycle.
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.