How do you measure community-led growth?

By Tom Bogaert · Reviewed on

By what comes back, not by what passes by. Reach and impressions measure a campaign; you measure community-led growth by three things that only exist with repetition: how many members take part again, how many people start talking about your brand of their own accord, and how many new members come in through existing ones.

In software those numbers are called retention, organic mentions and referral share. In sport they look more concrete. Retention: what share of a squad of 25 takes part in the next round again. Organic mentions: how often your product shows up in posts, Strava titles or comments nobody asked for. Referral: how many athletes applied for a collab because a clubmate talked about it.

With Sunday Squad Ambassadors we report those three per round, alongside the classic numbers (content, reach, interaction per sportfluencer). The number that says most is the first: a squad where 20 of 25 come back hasn't promoted your product but adopted it. That number doesn't exist in an influencer campaign, because there is no next round. How to measure an ambassador programme, and the difference between reach and traction.

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Related questions

What do we get after a squad?

A recap of what the squad actually delivered: content with links, reach and completion rate, engagement signals, and learnings + recommendations. We report on the cautious side — better an honest number than a pretty one.See what's concretely in the recap — and how we report →

What's the difference between reach and traction?

Reach is how many people see your content; traction is whether they react, tag each other and ask where to buy it. One influencer can have more reach, but a squad posting at the same time sets traction in motion — a campaign that gets talked about, not just watched.Read the full answer →

What is community-led growth, and how does Sunday Squad do it?

Community-led growth: a brand grows through the people who already use it, not through bought reach. In software that's a forum; in sport it's the peloton. Sunday Squad does it in three steps: a collab (drop), a Sunday Squad Season (rhythm), Sunday Squad Ambassadors (relationship).Read why the buying decision is made in the peloton →

How do you measure the results of an ambassador programme?

Per round, on three layers: what was made, what it did, and who came back. The industry measures content, engagement, codes and revenue; the third number, repetition, sets a programme apart from a campaign. Sunday Squad Ambassadors reports per round, with comparison and the share of the squad that tRead the full answer →

How do you measure the results of creator marketing?

There's no perfect attribution — anyone who promises it is selling something. The industry usually measures on four layers: reach, engagement, brand impact (lift studies, top-of-mind), and outcome metrics (sales, traffic, sign-ups). None stands on its own.Read why perfect attribution doesn't exist — and what you can measure →
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