Which key performance indicator (KPI) is MOST critical for assessing the success of a fashion brand's social media influencer campaign?

Conversion rate is the MOST critical key performance indicator (KPI) for assessing the success of a fashion brand's social media influencer campaign. Conversion rate measures the percentage of users who take a desired action, such as making a purchase, after interacting with the influencer's content. It directly links the influencer campaign to tangible business outcomes. While metrics like reach (the number of unique users who saw the content), engagement (likes, comments, shares), and website traffic are important indicators of brand awareness and interest, they do not necessarily translate into sales or other desired actions. A high reach with low conversion rate suggests the campaign may be generating awareness but not effectively driving sales. Conversion rate can be tracked using unique tracking links or discount codes provided to the influencer. For example, if an influencer promotes a dress and provides a 10% discount code, the number of sales generated using that code directly measures the conversion rate. A higher conversion rate indicates that the influencer's audience is highly engaged and receptive to the brand's message, making it the most critical KPI for determining the campaign's overall success and return on investment. Cost per acquisition (CPA), which measures the cost of acquiring a customer through the influencer campaign, is also valuable but relies directly on the conversion rate to be meaningful.