How do you measure the results of an ambassador programme?

Per round, and on three layers: what was made, what it did, and who came back. The industry measures content volume, engagement, promo-code redemptions and revenue per ambassador. Those are the first two layers. The third is the only one that sets an ambassador programme apart from a campaign: repetition.

After every round of Sunday Squad Ambassadors you get a report with the content (usable on your own channels), reach and interaction per sportfluencer, and the comparison with the previous round. On top of that, two numbers that only exist with repetition: how many of the squad took part again, and how often the audience of those athletes now mentions your brand themselves, visible in comments and in who brings it up unprompted.

What we don't do: add up reach as if it were conversion. A squad of 25 that goes three rounds, with 20 coming back, says more about your brand than one post by someone with 200,000 followers. How we measure creator marketing, and what you get after a squad.