Upfluence metrics and definitions | Upfluence Help Center

Metric	Definition	Calculation / Notes
Engaged audience (Instagram)	Instagram followers who have liked or commented on posts in the past 90 days.	—
Followers audience (TikTok)	Total number of followers on a TikTok account.	—
Average likes (Instagram)	Average number of likes per post, calculated from posts in the last 90 days.	—
Average comments (Instagram)	Average number of comments per post, calculated from posts in the last 90 days.	—
Engagement rate	Measures interaction relative to audience size.	Instagram: (Average likes + Average comments) ÷ Followers × 100% TikTok: (Average likes + Average comments) ÷ Number of posts
Suggested price	A suggested rate for influencer collaboration, based on various factors.	Based on: Follower size, engagement rate, location, Upfluence historical data, and machine learning.
Cost Per Engagement (CPE)	Measures cost-effectiveness of influencer engagement.	CPE = Suggested Price ÷ (Average Likes + Average Comments)
Cost Per Mille (CPM)	The cost per 1,000 impressions.	Formula: (Total Amount Spent ÷ Total Impressions) × 1,000 Industry standard: $6.50 per 1,000 impressions (varies by platform & time of year).
Estimated Media Value (EMV)	Estimated dollar value of a campaign based on impressions.	Formula: (CPM × Total Estimated Impressions) ÷ 1,000 Example: If CPM = $6.50 and Impressions = 1,000,000, then EMV = $6,500.
Brand mentions	When an influencer tags a brand’s handle in their post caption.	—
Brand mentions’ saturation rate	Percentage of total posts that include brand mentions.	Formula: (Brand mention posts ÷ Total posts) × 100%
Brand mentions’ post effectiveness	Compares engagement on sponsored vs. non-sponsored posts.	100% effectiveness = Sponsored and non-sponsored posts perform equally well.
Estimated impressions	Total number of times content appears in people’s feeds.	—
Estimated reach	Number of unique people who have seen an influencer’s content.	—
Impression vs. Reach	Difference between total views and unique viewers.	Impressions = Total views (includes multiple views from the same person). Reach = Unique viewers.
YouTube views	Number of views on YouTube, counted after 30 seconds of playback.	—
Confidence real	Measures influencer audience authenticity.	High – Large sample size Medium – Moderate sample size Low – Small sample size
Minimum followers/fans/subscribers growth rate	Measures follower growth over time.	Formula: (Follower growth in the last 90 days ÷ Previous 90-day period) × 100% 100% growth = Follower count doubled.
Minimum average engagement	Minimum level of engagement over time.	Formula: (Total engagements over 90 days ÷ Total posts in that time). Option to view engagement as a percentage of the creator’s total audience.
Minimum engagement growth	Measures engagement increase over time.	Formula: (Engagement in last 90 days ÷ Engagement in previous 90–180 days) × 100% 100% growth = Engagement doubled.