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Upfluence metrics and definitions

This article will help you navigate some metrics and terms within Upfluence.

Updated yesterday

Upfluence tracks a wide range of metrics to help you evaluate influencer performance, authenticity, and value. Here's what each metric means and how it's calculated.

Audience and engagement metrics

Metric

Definition

Calculation / Notes

Engaged audience (Instagram)

Instagram users 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 vs. audience size

(Average likes + Average comments) ÷ Followers × 100%

Estimated impressions

Total views (may include multiple views per person)

Estimated reach

Unique viewers who saw the content

Instagram Reel views

Total plays of a Reel

Not unique views

YouTube views

Total views, counted after 30 seconds

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

(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

(Total engagements over 90 days ÷ Total posts in that time)

  • Viewable as % of audience

Minimum engagement growth rate

Measures engagement increase over time

(Engagement in last 90 days ÷ Engagement in previous 90–180 days) × 100%

  • 100% growth = Engagement doubled

Pricing and value estimation

Metric

Definition

Calculation / Notes

Suggested price

A suggested rate for influencer collaboration, based on various factors

Based on follower size, engagement rate, location, Upfluence data, and ML predictions

Cost Per Engagement (CPE)

Measures cost-effectiveness of influencer engagement

Suggested Price ÷ (Average Likes + Average Comments)

Cost Per Mille (CPM)

The cost per 1,000 impressions

(Total Amount Spent ÷ Total Impressions) × 1,000

  • Industry avg: ~$6.50 (varies by platform & time of year).

Estimated Media Value (EMV)

Estimated dollar value of a campaign based on impressions

(CPM × Total Estimated Impressions) ÷ 1,000

  • e.g., 1M impressions @ $6.50 CPM = $6,500

Affiliate content performance

Metric

Definition

Calculation / Notes

Affiliate content

Posts on IG/YouTube in the last 90 days with a brand mention + affiliate link or coupon code

Avg. engagement rate

(affiliate content)

Engagement level on affiliate posts

Total engagements over 90 days ÷ Total affiliate posts in that time

Effectiveness compare to all posts

(affiliate content)

Engagement rate comparison: affiliate vs. non-affiliate posts

Affiliate ER ÷ Non-affiliate ER

Saturation rate

(affiliate content)

Percentage of total posts that include an affiliate link or coupon code

Affiliate posts ÷ Total posts) × 100%

Effectiveness per post/brand

(affiliate content)

Compares engagement on affiliate vs. non-affiliate posts

Brand mention performance

Metric

Definition

Calculation / Notes

Brand mentions

When an influencer tags a brand’s handle in their post caption

Avg. engagement rate

(brand mentions)

Engagement on brand mention posts

Total engagements over 90 days ÷ Total brand mentioning posts in that time

Effectiveness compare to all posts

(brand mentions)

Engagement comparison: brand mention vs. other posts

Brand mention ER ÷ Non-branded ER

Saturation rate

(brand mentions)

Percentage of total posts that include brand mentions

(Brand mention posts ÷ Total posts) × 100%

Effectiveness per post/brand

(brand mentions)

Compares engagement on sponsored vs. non-sponsored posts

100% effectiveness = Sponsored and non-sponsored posts perform equally well

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