Why do discount codes undercount influencer ROI?

Discount codes only track direct conversions where someone uses the code at checkout. But 60-70% of influencer-driven purchases never use a code — people see the content, remember the brand, and later search Google or go directly to the site. This 'influenced revenue' is invisible to discount code tracking but very real. Multi-touch attribution captures these hidden conversions.

How does multi-touch attribution work for influencers?

Multi-touch attribution tracks the full customer journey: 1) First touch — saw influencer post, 2) Middle touches — visited site, browsed products, 3) Final touch — converted via search, direct, or code. By connecting these touchpoints, we can attribute revenue to influencers even when customers don't use codes. We use view-through tracking, post-purchase surveys, and time-decay models.

What is CPIA and why does it matter?

CPIA (Cost Per Influenced Acquisition) measures how much you pay to acquire a customer through influencer content — including both direct and influenced conversions. Example: You pay a creator $5,000. They drive 20 code uses ($250 CPA) but ALSO influence 80 more purchases. True CPIA = $5,000 / 100 = $50. Without multi-touch, you'd think CPA was $250 and fire a great creator.

How do I know which influencers to rehire?

Look at CPIA, not follower count or code usage. A micro-influencer with 50K followers at $28 CPIA beats a macro-influencer with 500K followers at $142 CPIA every time. Our tracker ranks all your creators by efficiency so you can instantly see who to double down on and who to cut. We also identify 'hidden gems' — creators whose true ROI is much higher than code-only metrics suggest.

What makes influencer content perform well?

After analyzing thousands of creator posts, key patterns emerge: 1) Hook matters — 'I was skeptical but...' outperforms 'Check this out' by 3-4x, 2) Authenticity > production value, 3) Story-based content beats product demos, 4) Clear but natural CTAs, 5) Optimal length varies by platform. Parker analyzes your top performers to identify what specifically works for YOUR brand.

Can you predict influencer performance before I pay?

Yes — after 10+ creator campaigns, we build your 'winning creator profile': demographics, niche, follower range, content style, and engagement patterns that predict success. When evaluating a new creator, we score them against this profile. 'This creator matches 85% of your top performer traits' vs 'This creator profile historically performs 0.4x your average — high risk.'

How do I track UGC and whitelisted content separately?

Three content types need different tracking: 1) Organic posts — tracked via UTMs, codes, and view-through, 2) Whitelisted/Spark Ads — tracked via platform attribution + our multi-touch layer, 3) UGC for your own ads — tracked as creative performance, attributed to creator for royalty calculations. Our tracker separates all three so you know the true ROI of each content use.

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