Reporting on the cost of your campaigns is key to understanding your return on investment.
In Mavrck, an incentive is defined as any payment or reward given to an influencer for their participation in a campaign. Creating and fulfilling incentives makes it easy to report on total costs and industry-standard cost-per-result metrics, such as cost per engagement (CPE) and cost per 1,000 impressions (CPM).
How We Calculate Cost
Costs and related metrics are calculated as the sum of Fulfilled incentives and always defined in US dollars. Transaction fees charged by payment providers, when applicable, are included in costs.
Fulfilled is an incentive fulfillment status, which indicates that an incentive has already been fulfilled. Only paid content bound to a creator is used for calculations. Any costs that are committed to be paid but not yet sent to a creator won’t be included in the cost calculation. See Incentive Fulfillment for additional details on fulfillment statuses and how to manage them.
Costs and related metrics are always defined in US dollars. If your program uses another currency, see Incentive Currency Details for additional details.
Key abbreviations
- CPE (Cost per engagement): Cost divided by the number of engagements on relevant content.
- CPM (Cost per 1,000 impressions): Cost divided by impressions on relevant content.
- CPP (Cost per post): Cost divided by the number of pieces of relevant content.
Available Metrics
There are a variety of ways to report on costs within your program.
Within a campaign
Campaign performance report: Open the Performance tab within the relevant campaign or click Share in the campaign header to generate a shareable performance report.
- Campaign total cost, broken down into the following categories:
- Committed: Any incentives you have assigned to creators, but not marked as ready to pay yet
- Ready: Incentives that have been marked as ready to be paid to a creator
- Paid: Incentives that have been paid out to creators before or after posting
- Campaign overall CPE
- Campaign overall CPM
- Campaign overall ROI
Complete workflow stage: Open the Complete stage of the workflow and view data in each influencer's slat on the list.
- Influencer-specific cost
- Influencer-specific CPE
- Influencer-specific CPM
- Influencer-specific CPP
Export from campaign workflow: Open any stage of the campaign workflow and click the export icon in the upper right corner.
- Influencer-specific CPE
- Influencer-specific CPM
- Influencer-specific CPP
Across all of your campaigns
Program performance report: Open the Reports tab from the main menu and select specific campaigns or customize the date range in the upper right corner of the first module.
- Campaign total cost, broken down into the following categories:
- Committed: Any incentives you have assigned to creators, but not marked as ready to pay yet
- Ready: Incentives that have been marked as ready to be paid to a creator
- Paid: Incentives that have been paid out to creators before or after posting
- Campaign overall CPE
- Campaign overall CPM
- Total cost across campaigns in date range
- Average CPE across campaigns in date range
- Average CPM across campaigns in date range
Incentives tab: Open the Incentives tab from the main menu and customize filters. View totals at the top of the page or click the export icon in the upper right corner.
- Total cost overall
- Total cost per incentive type
- Influencer lifetime cost
Influencer historical data
Lifetime cost metrics are available for influencers in your My Members database. Lifetime metrics are specific to the influencer's participation in your campaigns. Data about an influencer's cost and performance in your campaigns is proprietary and not shared with other brands, and vice versa.
Influencer lightbox profile: Click an influencer's profile image then the three-dots icon to expand the details panel and open the History tab.
- Performance Summary
- Influencer overall CPE
- Influencer overall CPM
- Campaign History
- Campaign-specific CPE
- Campaign-specific CPM
Export from search: Open the Influencers tab from the main menu and set the Data Source to My Members, then click the export icon in the upper right corner.
- Influencer overall CPE
- Influencer overall CPM
- Influencer overall CPP
Export from campaign workflow: Open the Workflow tab of the relevant campaign and click the export icon in the upper right corner.
- Individual CPE in the campaign
- Individual CPM in the campaign
- Individual CPP in the campaign
Related Articles