Sounds simple – yet, they\u2019re the backbone of optimization and analytics. Even with rising privacy measures, these tracking links have a bright future.
Typically, UTM links include the medium, source, and campaign\u2026but did you know you can add as many tags as you need?<\/p>\n\n\n\n
Before you celebrate too early that all your influencer-generated content can now be tracked via links, just a quick, awkward reminder: most formats on most platforms don\u2019t allow placing links that take users outside their ecosystem. <\/p>\n\n\n\n
There are only a few exceptions. You can typically use links in Instagram Stories, YouTube descriptions, or Twitch streams. But everywhere else, from TikTok, to IG Reels or feed posts\u2026no links allowed. That\u2019s a whole new story in itself, but let\u2019s stay on point here. \ud83d\ude09<\/p>\n\n\n\n
Key Metrics You Can Measure with Influencer Links<\/h2>\n\n\n\n
The beauty of these links lies in the data they provide. At the core, they let you measure clicks – easily one of the most crucial metrics for any campaign.
Plus, you get the click-through rate (CTR) and deeper insights into who\u2019s engaging with your content.
<\/p>\n\n\n\n
But that\u2019s not all.
These links can capture a range of data, helping you refine your strategy and understand what\u2019s really working. <\/p>\n\n\n\n
Here are the top 5 KPIs you can measure with tracking links:
<\/p>\n\n\n\n
<\/p>\n\n\n\n
- \n
- Clicks: <\/strong> Shows how many people tapped the link, your first sign of engagement.
<\/li>\n\n\n\n- Click-Through Rate (CTR):<\/strong> The percentage of viewers who clicked. High CTR? Great message. Low CTR? Time to tweak.
<\/li>\n\n\n\n- Conversions:<\/strong> Sales, sign-ups, or downloads: this tells you if your traffic is taking action.
<\/li>\n\n\n\n- User Location:<\/strong> Reveals where your audience is based, helping you target campaigns better.
<\/li>\n\n\n\n- Click Time:<\/strong> Timing is key. For Stories (live 24 hours), it shows when content performs best. On YouTube, it tracks how long it takes for content to drive revenue, showing long-term impact.
<\/li>\n<\/ul>\n\n\n\n<\/figure>\n\n\n\n
Want to dive deeper into these metrics? Check out our full guide on Influencer Campaign KPIs.<\/p>\n\n\n\nThe Challenges of Using Custom Tracking Links for Influencer Campaigns<\/h2>\n\n\n\n
Custom tracking links come with both perks and challenges. Let\u2019s break it down.<\/p>\n\n\n\n
- \n
- Placement: <\/strong>you\u2019re limited on where you can place links. Most platforms won\u2019t let you add links that send users outside their ecosystem. So, you\u2019re stuck with formats like Instagram Stories, YouTube descriptions, Twitch streams. It\u2019s just how it is.<\/li>\n<\/ul>\n\n\n\n
- \n
- So much effort:<\/strong> creating one link is easy. But what if you need hundreds or thousands, each customized for different influencers? Doing that manually? Super tedious without the right tools\u2026<\/li>\n<\/ul>\n\n\n\n
- \n
- Management: <\/strong>simplifying link management for influencer partnerships should be a prio – you clearly don\u2019t want to save all those individual links in a spreadsheet.<\/li>\n<\/ul>\n\n\n\n
- \n
- Data:<\/strong> You can check clicks in Google Analytics or pull up insights in your shop system\u2026but it has its limitations.<\/li>\n<\/ul>\n\n\n\n
- \n
- Full Visibility:<\/strong> truth is, you still need to map content formats and quality to its performance. It would be far too easy to just attribute performance (or lack of it) to the creator itself\u2026you have to check if the content was in line with your expectations and how you can learn from the execution.
<\/li>\n<\/ul>\n\n\n\nThe final takeaway is also: influencer tracking links typically are not able to provide insights into revenue data – this is where Custom Promo Codes come into play. <\/p>\n\n\n\n
How to Create Custom Influencer Tracking Links (Step-by-Step)<\/h2>\n\n\n\nIf you use Storyclash<\/a> platform to run your campaigns, at some point you\u2019re in this planning overview board.
1. Select the entire column or individual creators and choose to create tracking links for them.
You really want to save time by automating the link creation process for multiple influencers at once<\/p>\n\n\n\n<\/figure>\n\n\n\n
2. Next up you need to create the structure for the links.
Use the Storyclash short URL or your own custom link shortener URL if you like (we use bit.ly in case you\u2019re asking). We advise you to have a custom URL for brand consistency and trust.
The preview shows whatever variables or predefined text you want to use. Look how creative I was with my naming convention \ud83d\ude42
And of course, we need the target link to your shop or whatever destination you like.<\/p>\n\n\n\n3. Then define the utm parameters. Add as many as you wish and go crazy with your naming – you have the option to combine predefined variables with UTM parameters for more detailed tracking. Or take it easy and keep it simple. You do you, we don\u2019t judge.
<\/p>\n\n\n\nSaving and Sharing Custom Links with Creators Made Easy<\/h2>\n\n\n\n
Once your custom links are set up, saving and organizing them is simple. You can easily share them with all your creators, ensuring they have the right tracking links ready to use for their campaigns without any hassle (you can find them in the CRM any time)
Select all relevant creators and share the link in a personalized email, just like my example below.
<\/p>\n\n\n\nConnect Discount Code & Link Tracking for Better Insights<\/h2>\n\n\n\n
So, yes – Shopify users can easily integrate discount codes into tracking links, making it possible to match Code Tracking KPIs with Link Tracking KPIs.
<\/p>\n\n\n\nThere\u2019s an option to automatically apply discount codes at checkout, keeping things smooth for the customer. It also ensures that revenue is correctly linked to the creator, as orders without a discount code wouldn\u2019t be tracked.<\/p>\n\n\n\n
Plus, matching clicks to purchases means you get a clearer picture of your campaign\u2019s true effectiveness<\/p>\n\n\n\n
How to Use Influencer Links to Measure Campaign Success<\/h2>\n\n\n\n
To measure campaign success, start by looking at the Link Clicks. In this example you can even see how often the discount code was used – reminder this is for Shopify users only.
Next, check the Top Countries and Top Cities sections to see where your audience is located. Finally, the Top Referrers reveal where your traffic is coming from, helping you understand which channels are driving the most engagement.
You can get additional data points like reach of the IG Stories of your creators to understand the CTR.
<\/p>\n\n\n\n<\/figure>\n\n\n\n
And as we believe is one of the biggest benefits for all you detail-obsessed Marketers: you can go from performance data to checking out the content in just a click – really understanding what type of content generated interest\u2026and double down on your learnings for the next briefing.<\/p>\n\n\n\n
The Right Tools & Integrations Make Influencer Tracking a Breeze<\/h2>\n\n\n\n
So as we\u2019ve just shown, creating and managing tracking links for multiple influencers does not need to be a headache.
Without the help of the right tools, you\u2019re probably wasting your time on tasks that should be automated. So, why suffering – there are tool that makes your life easier, here\u2019s the list:<\/p>\n\n\n\n- \n
- Storyclash<\/a> – Easily create and track influencer links, with seamless integration into your campaign workflow.<\/li>\n\n\n\n
- Bit.ly – Shorten and track links, perfect for a quick and easy setup.<\/li>\n\n\n\n
- Google Analytics – Get deep insights into traffic sources, click-through rates, and user behaviour.<\/li>\n\n\n\n
- UTM.io – Create, share, and sync UTM tags for precise tracking.<\/li>\n\n\n\n
- Rebrandly – Custom short links with powerful tracking features.<\/li>\n<\/ol>\n\n\n\n
We\u2019ve written a lot about Influencer Marketing Tools<\/a> so feel free to explore.<\/p>\n\n\n\nInfluencer Tracking Links examples<\/h2>\n\n\n\n
In one of our recent webinars, we\u2019ve analyzed CAIA\u2019s Influencer Marketing Strategy – one of Sweden\u2019s hottest beauty brands.
Click here<\/a> if you want to check out the recording and download the slides. Two examples how they use tracking utm links below:
Creator: Shari (IG @shari.mua) – 500K+ followers<\/p>\n\n\n\nPlatform: Instagram Stories & Reels
UTM Example link: https:\/\/caiacosmetics.de\/de\/make-up\/gesichts-make-up\/highlighter\/dew-it-yourself?utm_source=instagram&utm_medium=influ&utm_campaign=20240228_de_sharimua_misc_misc&fbclid=PAAabNDFdtLcQC-yZYOrGNJJ9zYXvfNQvNriQi_2RBb4iASp3ImoPgBaCZrA_aem_AamZKhBaAOTqBtBezpc0Ufjro6qet97M3jpBlWoO_qFW6HrudEQEJCJHQg-KTb9Goso<\/a> <\/p>\n\n\n\n<\/figure>\n\n\n\n
- Storyclash<\/a> – Easily create and track influencer links, with seamless integration into your campaign workflow.<\/li>\n\n\n\n
- Full Visibility:<\/strong> truth is, you still need to map content formats and quality to its performance. It would be far too easy to just attribute performance (or lack of it) to the creator itself\u2026you have to check if the content was in line with your expectations and how you can learn from the execution.
- Data:<\/strong> You can check clicks in Google Analytics or pull up insights in your shop system\u2026but it has its limitations.<\/li>\n<\/ul>\n\n\n\n
- Management: <\/strong>simplifying link management for influencer partnerships should be a prio – you clearly don\u2019t want to save all those individual links in a spreadsheet.<\/li>\n<\/ul>\n\n\n\n
- So much effort:<\/strong> creating one link is easy. But what if you need hundreds or thousands, each customized for different influencers? Doing that manually? Super tedious without the right tools\u2026<\/li>\n<\/ul>\n\n\n\n
- Click-Through Rate (CTR):<\/strong> The percentage of viewers who clicked. High CTR? Great message. Low CTR? Time to tweak.
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<\/figure>\n\n\n\n