Influencer Marketing: How do I track campaign success?

You can track the success of your Influencer Marketing Campaign with pixels, UTMs, and custom domains.

What are pixels?

Pixels typically gather audience data by activating when someone lands on a web page. With Influencer Marketing, pixels are embedded directly into campaign URLs and trigger as soon as someone clicks the link.

This approach enables tracking on third-party websites where embedding pixels on the website isn't possible. Use pixels to:

• Retarget audiences
• Build lookalike audiences
• Conduct deeper traffic analyses

To append a pixel to a campaign, open your campaign and click Settings > Link Tracking. 

How to append pixels to campaign links

1. Access your organization’s ad platform. Compatible networks include Facebook, Google Ads, LinkedIn, Pinterest, X and TikTok.
2. Locate and copy the pixel code snippet from the platform.
3. Paste the code snippet into the Link Tracking section in Campaign Settings.
4. Click Save to finalize.

What are UTMs?

UTMs are URL parameters that provide attribution insights through analytics tools like Google Analytics. Influencer Marketing includes a built-in UTM builder that appends five standard parameters to your links:

• Source – Creator's social handle or page name
• Medium – Preset as "influencer"
• Campaign – Name of the campaign
• Term – Title of the post draft
• Content – Post platform (e.g., Instagram, TikTok)

To enable UTMs, toggle ON the UTM option when creating links. The parameters automatically populate based on post-level details such as the campaign name or creator handle.

Tips for UTM parameters

The parameter's template pulls information from different parts of a draft post to append the UTMs to the destination URL.

Example link:

• https://taggermedia.com?utm_source=Instagram&utm_medium=influencer&utm_campaign=Sprout Social Influencer Marketing_UTM_and_Pixel_Campaign&utm_term=gscavuzz&utm_content=Instagram_Photo_1 

Avoid using special characters in campaign names as they can cause errors in your analytics tools. You can’t remove required parameters like source, medium or campaign as these will result in an error. 

What are Custom domains?

Using a custom domain adds branding to campaign links while making tracking more seamless.

1. You’ll need to purchase a dedicated domain that isn’t associated with an existing page for this purpose.
2. Work with your web or IT team to configure the domain name’s servers for the domain created in the first step:
   • ns1.geniuslink.com
   • ns2.geniuslink.com
   • ns3.geniuslink.com
   • ns4.geniuslink.com
   • ns5.geniuslink.com
   • ns6.geniuslink.com
3. Determine where the domain should redirect if visited directly (e.g., the organization's homepage).
4. Submit this information to Sprout for processing in GeniusLink. Setup typically takes one week with an additional week for the links to go live.