Influencer campaign ROI and EMV calculator

It translates attention into money by asking what the same impressions would have cost as advertising: divide impressions by 1,000 and multiply by the price of 1,000 paid impressions. The result is a yardstick against paid media, not revenue, and it is only as sound as the rate you feed in, so always name that rate alongside the figure.

Agree it before the campaign starts with whoever is running it. In the Gulf, many agencies set it near what brands pay for social ads, and AED 30 is a frequent starting figure. That is where the calculator begins (or the same number in riyals, or its dollar equivalent), and you can overwrite it.

They measure different things. EMV puts a price on attention, while return on ad spend and profit are about what was sold. Strong EMV with no sales is possible, and so is a modest EMV on a campaign whose discount code more than paid for it. When sales are trackable, those numbers come first.

Ask each creator for the insights screenshots of every post (impressions, reach, likes, comments, shares and saves) and total them across the campaign. Link tracking gives you clicks; a discount code or tracked link gives you sales. Follower counts do not substitute for any of these.

There is no single number, because it shifts with the platform, the niche and the goal, and that is why the calculator leaves it ungraded. The useful comparisons are your own previous campaigns and what the same money would buy in paid social.

Whichever matches the reason the campaign ran. Report an awareness push on reach, frequency and cost per 1,000 impressions, and a sales push on cost per sale and return on ad spend. EMV can back up either, but it should never be the lead figure for a campaign whose job was to sell.