Influencer campaign metrics are the quantifiable data points used to assess the performance of B2B influencer marketing efforts. These metrics help companies evaluate how effectively a campaign is driving awareness, engagement and business impact through collaboration with trusted industry influencers. Depending on the campaign’s goals, some metrics may serve as key performance indicators (KPIs).

In B2B SaaS, influencer campaign metrics typically go beyond surface-level numbers like impressions or follower counts. Common KPIs include engagement (likes, comments, shares), content performance (click-through rates, time on page, downloads) and lead generation (form fills, demo requests or sourced pipeline). Qualitative indicators — such as message alignment, influencer fit or audience sentiment — can also offer valuable context.

The most relevant metrics depend on the format and channel — whether it’s a LinkedIn post, podcast interview or co-hosted webinar. Tools like UTM links, platform analytics and CRM attribution help connect influencer content to measurable business outcomes.

Tracked consistently, influencer campaign metrics help B2B marketers evaluate performance, report on ROI and improve future influencer initiatives.