Measuring influencer marketing's impact is OSRS gold tough. Originally, we blamed two main key performance indicators (KPIs) to our effort, one focused on reach and brand awareness, and the other on conversion.
While tagged and tracked buy or download hyperlinks in influencers' content can tell you a few of the narrative, it's often not the whole picture. Our initial cost-per-install KPI measurement was predicated on a methodology. One month into effort, and following 25 YouTube activations, our CPI was tracking at almost double the price of our goal KPI. We understood the whole story was not provided by the link-tagging outcomes -- that there were definitely runescape players heading to the Play Store and App Store to download runescape without touching our tracked links.
We found that while link tracking is a great beginning for measurement, it by no means can be considered to be an accurate measure of all the spending and downloads that led from seeing our movies. Here you can see our initial findings, from a sample of seven of the 25 activations.After talking at length with Google regarding our experience, they encouraged us to collaborate on a pioneering study designed to bridge the gap between the constraints of a monitoring link and the true value of influencer advertising.
By looking at cohorts of Android users and their travel across YouTube to buy RuneScape Mobile gold and Google Play we tried to discover if there was a upside to influencer advertising nobody had been able to measure or prove far. As it was, there was. Working with Google, we were able to monitor and understand which cohorts had watched a movie and downloaded runescape on Google Play within four times, but had bypassed the link-tracking. Below are the findings after adding those who'd watched a movie and downloaded runescape on Google Play.