Influencer Marketing ROI: Creator Selection, CPM, Promo Codes & Incrementality

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

• Screen eight creators for Fernhill Coffee Co.: engagement rate, real followers after the fake-follower discount, followers in the target market, and a shortlist rule with AND.
• Turn six creator quotes into comparable unit costs: total fee, impressions, CPM and CPE, the blended CPM of the whole plan and how many creators beat your CPE benchmark.
• Ava Roasts offers one video under three pay models. You price each model for six view outcomes, weight them by probability, find the break-even views and chart the three cost lines.
• From a log of 20 orders you count code orders per creator, find the codes that leaked to coupon sites and credit each creator with the revenue they really drove (code or tagged link, without leaked orders).
• Add the cost of seeded product kits to each creator's fee, then calculate ROAS, gross profit and ROI per creator and for the whole campaign.
• Fernhill boosted creator posts in five test regions and kept three holdout regions dark. You build the counterfactual, measure the incremental sales and lift, and compare incremental ROAS with code-attributed ROAS.
• Rank seven creators by incremental ROAS, sort them with SORTBY and book posts from the top down within the budget, a per-creator share cap, each creator's availability and a minimum iROAS.
• Turn the campaign data into a one-page report: incremental revenue per creator, campaign iROAS, a rebook verdict against the target and a column chart of spend vs incremental revenue.