Imagine looking in the mirror after one day at the gym and concluding that exercise doesn’t work.

Work at what? Doesn’t matter. It doesn’t work.

Absurd, right?

We all know lasting results take time. You’ve got to show up consistently, build a foundation, and trust that the work you’re doing now will pay off later.

But in marketing, we forget that all the time.

Brand awareness campaigns get side-eyed by CEOs, CFOs, and performance marketers alike. Not because they’re ineffective but because we haven’t done a great job explaining how they work—or measuring the right things to prove it.

Too often, I see marketers call an influencer campaign a failure just because it didn’t drive immediate sales.

But did it really fail—or did you just miss the impact it did have?

Awareness isn’t about instant ROI. It’s about creating the conditions for ROI later. If all your focus is on driving sales today—and not thinking about how you’ll drive them tomorrow, you’re not building a sustainable marketing strategy.

You’re going to the gym once a month and wondering why you didn’t make the Olympic team.

Today, we’re going beyond the usual metrics (reach, impressions, engagement) because those only tell part of the story. 

Here’s how to tell a fuller one.

Measurement #1: Branded search volume – proves your brand is sticking

If you want to prove the value of brand campaigns to a CEO or CFO, start by tracking branded search volume.

One of the clearest signs that your brand awareness efforts are working? People start Googling you. 

Branded search is one of the rare awareness metrics that shows intent. These aren’t passive impressions —these are people actively seeking you out.

You can track branded search trends using Google Analytics or Search Console. And if you want a tool built specifically for this kind of measurement, MyTelescope is worth a look.

Look for spikes in searches around the time your influencer campaign goes live. That’s your cue that awareness is turning into interest.

Here’s what else to watch for:

• Direct searches for your company name

• Growth in searches for specific product names

• Rising interest in branded slogans or taglines

• Regional spikes—especially where your influencers have a strong presence

These are strong signals that your campaign made a lasting impression—and that your brand is staying top of mind.

When to check branded search data:

• 1–2 weeks before your campaign goes live (to establish a baseline)

• During the campaign window (especially right after posts go live)

• 1–2 weeks after the campaign ends (to spot lingering effects or delayed interest)

This timing helps you clearly connect campaign activity with shifts in awareness—something your performance-minded teammates will appreciate.

Measurement #2: The halo effect – lifts everything else up

So, branded search is up. People are Googling you. They’re remembering your name, typing it in, and clicking around. That’s a win. But the impact of brand awareness doesn’t stop there.

When your brand is familiar, positively positioned, and consistently showing up through creators your audience trusts, it changes how people see you. This is the halo effect in action and in ecommerce, it can make a big difference to your bottom line.

Shoppers assume your products are better quality. They hesitate less at checkout. You don’t need to dangle a discount code just to get the sale. Your product pages convert better, even if they haven’t changed. That’s the power of brand perception doing the heavy lifting.

If your influencer campaign worked, you’ll likely start to see signs like:

• Higher conversion rates across your store

• Fewer abandoned carts

• Better performance from your paid ads (without changing much)

• A lift in repeat purchase rate

When to check for signs of the halo effect:

Give it a couple of weeks after your campaign ends, then compare it to your pre-campaign benchmarks. 

Look for improved performance across channels, especially from traffic sources that weren’t directly part of your influencer campaign. That’s a strong hint your awareness efforts are paying off behind the scenes.

You don’t need perfect attribution to prove it.

Just look for the pattern: brand-first campaigns create momentum. When you get the halo effect right, everything else becomes easier.

Measurement #3: Website traffic - turns attention into action

If branded search tells you who’s actively looking for you, website traffic shows who got curious enough to take the next step.

It’s not the fanciest brand awareness metric, but it’s one of the most practical. When someone lands on your site after seeing a creator talk about your brand, it means something stuck. They didn’t just scroll. They paused, got interested, and took action.

To track this properly, use UTM parameters on any links creators share. It’s a simple way to see exactly which traffic is coming from influencer content —and which creators are driving the most interest.

Once people start arriving on your site, you can learn even more by digging into their patterns. Are they new to your brand? Are they exploring or bouncing right away?

If your campaign is doing its job, you’ll likely notice:

• A spike in new visitors (a sign you’re reaching new audiences)

• Traffic coming from regions where your influencers are active

• More time spent on site and deeper pageviews (they’re genuinely interested)

• A lift in direct traffic, meaning people remembered your URL and typed it in

When to check website traffic:
Start by setting a baseline—look at your traffic 1–2 weeks before the campaign goes live. Then, monitor closely during the campaign window and in the 1–2 weeks after.

The key here is comparison. Spikes in traffic that line up with influencer posts or live dates are your best indicators that the campaign is driving real awareness.

Website traffic won’t tell the full story on its own, but combined with branded search and other performance improvements, it helps paint a clear picture: people aren’t just seeing your brand —they’re remembering you.

Because that’s what influencer campaigns with a brand awareness goal really do. They get you on the map, so every click, every ad, and every sale that comes after has a better shot at landing.

Handpicked job openings

• Whatnot is looking for an Influencer Marketing Associate in Los Angeles, USA.

• Skinny Dipped is looking for an Influencer and Community Manager in the US. The role is remote. 

• The Farmer’s Dog is looking for a Director of Influencer and Partnerships in New York, USA. 

• Ispy is looking for a Creator Partnerships Coordinator in Santa Monica, California. The role is hybrid. 

• Cosnova Beauty is looking for a Senior Influencer Marketing Manager in Sulzbach, Hesse, Germany. 

See you next Thursday!
Eleni Zoe xx
Marketing @ Modash. Say hi on LinkedIn or visit Modash.

📌A NOTE ABOUT WHAT YOU JUST READ

The tips in this newsletter might not be right for your specific case. Use good judgment when deciding whether to take advice from the internet—even mine. My team and I survey & interview influencer marketers whose advice and observations come from their direct experience. ROI is meant for you to connect the dots and be inspired or challenged to think about your influencer marketing in a way you haven’t before.