Analytics
Creator performance, measured where it matters
In a program with hundreds of creators, the interesting question is rarely how the campaign performed. It is which creators performed, on what, in which market. Creator performance analytics answers that at the individual level: delivery reliability, brief compliance and publication outcomes per creator, tracked across campaigns so every casting decision gets smarter than the last one.
Three dimensions of a creator's performance
The first dimension is operational: did the creator deliver, on time, per brief, without revision marathons. At nano and micro scale this is the difference between a program that lands and one that leaks: a brilliant post that arrives three weeks late can be worth less than a solid one published inside the wave.
The second dimension is content outcome: reach, impressions and engagement per publication, with source labels, compared within the creator's own segment. A creator with a small audience and dense engagement is read differently from one with broad reach and thin response; both have roles in a portfolio. The third dimension is audience response quality, drawn from comment analysis: do this creator's comments contain real questions and purchase intent, or emoji noise?
Performance data feeds casting, waves and rewards
Performance records persist beyond the single campaign. When recruiters cast the next flight from our pool of 20,000+ creators across 25+ European countries, past performance is a first-class filter: reliable, high-response creators surface first, and repeated underdelivery quietly ends invitations.
The same data drives wave planning inside a program. Top performers from wave one earn bigger roles, paid amplification or long-term community places in wave two. Our NutriBullet program used exactly this loop across 500+ creators and 900+ materials, and always-on communities rely on it every month to decide who gets the next brief.
- Delivery reliability: deadlines met, briefs followed, revisions needed
- Outcomes per publication with source-labelled metrics
- Comment response quality per creator where data is collectable
- Cross-campaign history that sharpens future casting
Fair to creators, useful to brands
Per-creator measurement has to respect its limits. Platform APIs do not expose the same data for every account type, so we compare creators on evidence classes that are actually comparable and label the rest. We also judge nano creators against nano expectations: a creator talking to two thousand neighbours is not failing because they did not reach a million people.
For brands, the payoff is a portfolio view: which creator segments, formats and markets earn reinvestment. For creators, consistent performance is how gifted collaborations become paid ones and one-off campaigns become community membership. Both sides benefit from the measurement being honest.
History compounds this value. Because every campaign a creator delivers with us adds rows to the same profile, a second wave starts from evidence rather than guesswork: who shipped on time, whose materials passed review on the first version, whose audience actually engaged. That history is what lets always-on programs keep their strongest voices and rotate the rest with confidence.
Frequently asked questions
Do you rank creators against each other?
Within comparable segments and evidence classes, yes. A nano creator is compared to nano expectations in their market and category, not to creators with entirely different audience scales.
Does creator performance data leave the platform?
Clients see performance in campaign reporting and casting shortlists. Detailed cross-client history stays internal; it informs our recruitment rather than being a product we resell.
How does performance affect what creators are offered next?
Strong performers are prioritised for next waves, paid amplification of their content and places in always-on communities. Underdelivery reduces invitations before it ever becomes a client-facing problem.
Can you evaluate creators we found ourselves?
Within a campaign we run, yes: they enter the same pipeline and are measured the same way. We do not offer scoring of arbitrary creator lists outside a campaign context.
Plan your creator campaign
Send a short brief and get a proposal with creator mix, logistics plan and reporting scope. Or book a 30 minute intro call.