How do you measure the results of creator marketing?

Honestly: there's no perfect attribution. Anyone who promises it is selling something.

The industry itself admits this. The IAB recently called measurement the bottleneck of creator marketing: brand impact works, attribution doesn't yet. That's not a reason to skip measurement — it's a reason to know what you measure.

What you can reliably measure:

• Post completion rate. How many of the 25 creators actually deliver the agreed posts? Sunday Squad reports this per collab.
• Aggregated reach and impressions. Totals across all squad posts, broken down by organic and sponsored.
• Engagement per post. Likes, comments, saves, shares. Comparison against each profile's own benchmark says more than absolute numbers.
• Comment sentiment and mentions. Is the audience talking about the brand? Asking questions? Tagging friends?
• Brand search lift. Does search volume on the brand name rise during and after the collab? Google Trends and internal search analytics.
• Direct traffic and code redemption. With a unique discount code or link per creator, you can see conversions.
• Brand repurchase and retention. Does the collab work? Then brands come back. That's the most important meter for us.

What's harder:

• Last-click attribution. Creator content often works in the middle of the funnel: someone sees a post, googles three days later, buys via direct. That journey doesn't show neatly in any dashboard.
• Long-tail effect. Strong creator content keeps drawing search traffic for months. Classic campaign measurement cuts off at week 4.

Our approach: hard numbers where possible, clear benchmarks where needed, honest unknowns where appropriate. Solid signal beats falsely precise ROI.