{"id":280,"date":"2026-01-27T12:14:42","date_gmt":"2026-01-27T10:14:42","guid":{"rendered":"https:\/\/lit.africa\/blog\/?p=280"},"modified":"2026-01-27T12:14:44","modified_gmt":"2026-01-27T10:14:44","slug":"how-to-measure-the-roi-of-influencer-campaigns-in-sa-2026-playbook","status":"publish","type":"post","link":"https:\/\/lit.africa\/blog\/news\/how-to-measure-the-roi-of-influencer-campaigns-in-sa-2026-playbook\/","title":{"rendered":"How to Measure the ROI of Influencer Campaigns in SA (2026 playbook)"},"content":{"rendered":"\n<p>Influencer marketing in South Africa is no longer <em>nice-to-have<\/em>. Budgets are shifting toward creators because they can drive reach, trust, and sales, especially on TikTok and Instagram. But if you cannot <strong>prove ROI<\/strong> (or at least <strong><a href=\"https:\/\/lifesight.io\/glossary\/incremental-impact\/\" rel=\"nofollow noopener\" title=\"\" target=\"_blank\">incremental impact<\/a><\/strong>), influencer spend becomes vulnerable in the next budgeting cycle.<\/p>\n\n\n\n<p>This guide gives you a practical measurement framework, <strong>multiple ROI formulas<\/strong>, and a South Africa-specific lens (compliance and data\/privacy realities). We&#8217;ll also show how to structure this inside an <a href=\"https:\/\/lit.africa\/\">influencer marketing platform<\/a> like <strong>Lit.africa<\/strong> so reporting is repeatable, not painful.<\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What &#8220;ROI&#8221; actually means for influencer campaigns<\/h2>\n\n\n\n<p>Influencer ROI is often treated like a single number. In practice, it depends on the objective:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Direct-response ROI<\/strong>: revenue attributable to the campaign vs total cost.<\/li>\n\n\n\n<li><strong>Efficiency ROI<\/strong>: cost per result (CPE\/CPA\/CAC) compared to benchmarks or paid media.<\/li>\n\n\n\n<li><strong>Brand ROI<\/strong>: lift in awareness, search demand, sentiment, and consideration that later contributes to sales (harder, but measurable with the right approach).<\/li>\n<\/ul>\n\n\n\n<p>A good South African measurement stack typically combines:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Attribution<\/strong> (what you can track deterministically)<\/li>\n\n\n\n<li><strong>Lift<\/strong> (what changed because the campaign ran)<\/li>\n\n\n\n<li><strong>Quality signals<\/strong> (sentiment, comment themes, audience fit)<\/li>\n<\/ol>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Why you should measure ROI (beyond &#8220;because finance asked&#8221;)<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Budget defense<\/strong>: you can justify scaling spend or reallocating from underperforming channels.<\/li>\n\n\n\n<li><strong>Creator selection<\/strong>: you learn which creators drive <em>business outcomes<\/em>, not just likes.<\/li>\n\n\n\n<li><strong>Creative optimisation<\/strong>: you isolate which hooks, CTAs, and formats convert.<\/li>\n\n\n\n<li><strong>Fraud\/risk control<\/strong>: you spot inflated engagement or low-intent audiences faster.<\/li>\n\n\n\n<li><strong>Compliance &amp; trust<\/strong>: transparent &#8220;paid partnership&#8221; disclosure reduces reputational and regulatory risk in SA (the <a href=\"https:\/\/www.arb.org.za\/code-file-downloads\/lappendix-k_social-media.pdf\" rel=\"nofollow noopener\" target=\"_blank\">ARB Social Media Code<\/a> includes influencer marketing disclosure expectations).<\/li>\n\n\n\n<li><strong>Data hygiene<\/strong>: measurement forces clean tracking (UTMs, codes, landing pages), which benefits every channel.<\/li>\n<\/ol>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Step 1: Define your ROI model before you brief creators<\/h2>\n\n\n\n<p>Before a single post goes live, lock these in:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A) Your campaign goal (choose one primary)<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Sales \/ leads<\/strong> (direct response)<\/li>\n\n\n\n<li><strong>App installs \/ sign-ups<\/strong><\/li>\n\n\n\n<li><strong>Website traffic<\/strong><\/li>\n\n\n\n<li><strong>Brand awareness \/ reach<\/strong><\/li>\n\n\n\n<li><strong>Reputation \/ sentiment<\/strong> (common for SA service brands where trust matters)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">B) Your \u201cnorth star\u201d KPI + supporting KPIs<\/h3>\n\n\n\n<p>Example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>North star: <strong>Cost per qualified lead (CPQL)<\/strong> or <strong>ROAS<\/strong><\/li>\n\n\n\n<li>Supporting: CTR, landing-page conversion rate, view-through rate, sentiment, share of voice<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">C) Your attribution window<\/h3>\n\n\n\n<p>Typical defaults:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>7 days for low-consideration ecommerce<\/li>\n\n\n\n<li>14\u201330 days for higher-consideration services\/insurance\/finance<br>(Use what matches your buying cycle.)<\/li>\n<\/ul>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Step 2: Make tracking non-negotiable (the SA-friendly checklist)<\/h2>\n\n\n\n<p>To measure ROI properly, you need at least <strong>one deterministic tracking method<\/strong> per creator:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Deterministic tracking options<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>UTM links<\/strong> (best baseline)\n<ul class=\"wp-block-list\">\n<li><code>utm_source=instagram<\/code><\/li>\n\n\n\n<li><code>utm_medium=influencer<\/code><\/li>\n\n\n\n<li><code>utm_campaign=summer_2026<\/code><\/li>\n\n\n\n<li><code>utm_content=creatorname_video1<\/code><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Unique discount codes<\/strong> (great for ecommerce)\n<ul class=\"wp-block-list\">\n<li>e.g., <code>NICK10<\/code>, <code>THANDO15<\/code><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Dedicated landing pages<\/strong>\n<ul class=\"wp-block-list\">\n<li>Improves conversion and isolates traffic quality by creator<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Pixel + Conversion API<\/strong>\n<ul class=\"wp-block-list\">\n<li>Meta\/TikTok pixel + server-side events if possible<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Affiliate links<\/strong>\n<ul class=\"wp-block-list\">\n<li>Strong for ongoing creator partnerships<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Post-purchase \u201cHow did you hear about us?\u201d<\/strong>\n<ul class=\"wp-block-list\">\n<li>Captures <a href=\"https:\/\/blog.hootsuite.com\/dark-social\/\" rel=\"nofollow noopener\" title=\"\" target=\"_blank\">dark social<\/a> and view-through influence (especially in SA where WhatsApp sharing is big)<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">SA compliance\/data note (important)<\/h3>\n\n\n\n<p>If you\u2019re collecting or using personal information for marketing follow-ups, ensure your process aligns with <strong><a href=\"https:\/\/popia.co.za\/section-69-direct-marketing-by-means-of-unsolicited-electronic-communications\/?utm_source=chatgpt.com\" rel=\"nofollow noopener\" target=\"_blank\">POPIA\u2019s direct marketing rules<\/a><\/strong> (consent\/opt-out expectations depend on whether the person is an existing customer and the channel used).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A reality check: link tracking on TikTok &amp; Instagram is imperfect (and that\u2019s okay)<\/h3>\n\n\n\n<p>One of the biggest challenges when measuring influencer ROI is that <strong>TikTok and Instagram are not link-first platforms<\/strong>.<\/p>\n\n\n\n<p>Most users:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>watch content in-feed,<\/li>\n\n\n\n<li>do not click through immediately,<\/li>\n\n\n\n<li>search for the brand later,<\/li>\n\n\n\n<li>or convert on another device or channel entirely.<\/li>\n<\/ul>\n\n\n\n<p>As a result, <strong>direct link attribution will almost always undercount the true impact<\/strong> of an influencer campaign. This is widely understood in the industry, and it\u2019s something brands should plan for upfront rather than treat as a reporting failure.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">The most common (and practical) workaround: temporary profile links<\/h4>\n\n\n\n<p>Because in-caption links are limited or unavailable, most influencer campaigns rely on a proven workaround:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The creator <strong>temporarily updates their profile bio link<\/strong> for the duration of the campaign (or a fixed window).<\/li>\n\n\n\n<li>That link includes <strong>UTM parameters<\/strong> unique to the creator and campaign.<\/li>\n\n\n\n<li>Traffic during that window is attributed to the influencer via analytics tools.<\/li>\n<\/ul>\n\n\n\n<p>This approach:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>provides <strong>clean, deterministic tracking<\/strong> for high-intent users,<\/li>\n\n\n\n<li>works well for launches, promotions, and time-bound campaigns,<\/li>\n\n\n\n<li>and remains one of the most reliable attribution methods available on TikTok and Instagram today.<\/li>\n<\/ul>\n\n\n\n<p>It\u2019s common for brands to request:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>a <strong>24\u201372 hour profile link swap<\/strong>, or<\/li>\n\n\n\n<li>a <strong>fixed campaign period<\/strong> where the bio link remains live.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Why this still doesn\u2019t tell the full story<\/h4>\n\n\n\n<p>Even with UTM tracking in place, a significant portion of influencer-driven impact happens <strong>outside the tracked click path<\/strong>, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>brand name searches after viewing content,<\/li>\n\n\n\n<li>direct visits to the website,<\/li>\n\n\n\n<li>conversions driven by WhatsApp shares or word of mouth,<\/li>\n\n\n\n<li>purchases completed days or weeks later.<\/li>\n<\/ul>\n\n\n\n<p>For this reason, <strong>link tracking should be treated as one input<\/strong>, not the sole measure of success.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Best practice: combine link data with lift and quality metrics<\/h4>\n\n\n\n<p>To get a more accurate picture of ROI, combine:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>UTM and profile link data (what you can track),<\/li>\n\n\n\n<li>brand search lift and direct traffic trends,<\/li>\n\n\n\n<li>post-campaign sales or lead uplift,<\/li>\n\n\n\n<li>sentiment and comment analysis to understand buyer intent.<\/li>\n<\/ul>\n\n\n\n<p>Platforms like <strong>Lit.africa<\/strong> are built around this reality &#8211; combining deterministic metrics (views, clicks, engagement) with <a href=\"https:\/\/lit.africa\/feature\/social-listening\">qualitative insights<\/a> (sentiment, comment themes, creator performance) to give brands a more complete view of campaign effectiveness.<\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Step 3: Choose the right ROI formula (use more than one)<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Formula 1: Basic ROI (profit-based)<\/h3>\n\n\n\n<p>Use this when you have revenue and margin data.<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code><strong>ROI % = (Incremental Profit \u2212 Campaign Cost) \u00f7 Campaign Cost \u00d7 100<\/strong><\/code><\/pre>\n\n\n\n<p>Where:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Incremental Profit = Incremental Revenue \u00d7 Gross Margin<\/li>\n<\/ul>\n\n\n\n<p><strong>Best for:<\/strong> ecommerce, subscriptions with known margins, lead-gen with known close rates.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Formula 2: ROAS (revenue-based)<\/h3>\n\n\n\n<p>Useful when margin data is unclear.<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code><strong>ROAS = Attributed Revenue \u00f7 Campaign Cost<\/strong><\/code><\/pre>\n\n\n\n<p><strong>Best for:<\/strong> quick comparisons across channels (paid social vs influencer vs search).<\/p>\n\n\n\n<p><em>Note:<\/em> ROAS is not profit. A \u201cgood\u201d ROAS depends on your gross margin and fulfilment costs.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Formula 3: Cost per Acquisition (CPA)<\/h3>\n\n\n\n<p>If the outcome is a sale, lead, booking, install, etc.:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code><strong>CPA = Campaign Cost \u00f7 Number of Attributed Conversions<\/strong><\/code><\/pre>\n\n\n\n<p><strong>Best for:<\/strong> lead-gen, app installs, ecommerce purchases.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Formula 4: Customer Acquisition Cost (CAC) + LTV (for longer-term value)<\/h3>\n\n\n\n<p>If you\u2019re building repeat customers:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code><strong>CAC = Campaign Cost \u00f7 New Customers Acquired<\/strong><\/code><\/pre>\n\n\n\n<p>Then compare to LTV:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code><strong>LTV:CAC ratio = Customer Lifetime Value \u00f7 CAC<\/strong><\/code><\/pre>\n\n\n\n<p><strong>Best for:<\/strong> subscription businesses, fintech, telecoms, gyms, insurance.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Formula 5: Earned Media Value (EMV) (awareness proxy)<\/h3>\n\n\n\n<p>EMV tries to convert exposure into a media-equivalent value (use cautiously, but it\u2019s useful for awareness campaigns).<\/p>\n\n\n\n<p>A common impression-based model:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code><strong>EMV = (Total Impressions \u00f7 1,000) \u00d7 CPM<\/strong><\/code><\/pre>\n\n\n\n<p>Some frameworks also use engagement or click equivalents (CPE\/CPC-based variants).<\/p>\n\n\n\n<p><strong>Best for:<\/strong> brand campaigns where sales are not immediate, PR-style reporting.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Formula 6: Cost per Engagement (CPE) (efficiency proxy)<\/h3>\n\n\n\n<pre class=\"wp-block-code\"><code><strong>CPE = Campaign Cost \u00f7 Total Engagements<\/strong><\/code><\/pre>\n\n\n\n<p><strong>Best for:<\/strong> early-stage campaigns, testing creators\/angles before scaling.<\/p>\n\n\n\n<div style=\"height:52px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Step 4: Worked example (South African numbers)<\/h2>\n\n\n\n<p>Let\u2019s say you run a 4-creator campaign:<\/p>\n\n\n\n<p><strong>Costs<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Creator fees: R40,000<\/li>\n\n\n\n<li>Product seeding &amp; shipping: R5,000<\/li>\n\n\n\n<li>Platform\/management\/tools: R5,000<\/li>\n\n\n\n<li>Total Cost = <strong>R50,000<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>Results (tracked)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Attributed revenue via UTM + codes: <strong>R120,000<\/strong><\/li>\n\n\n\n<li>Gross margin: <strong>45%<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>Calculations<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Incremental Profit = 120,000 \u00d7 0.45 = <strong>R54,000<\/strong><\/li>\n\n\n\n<li>ROI % = (54,000 \u2212 50,000) \u00f7 50,000 \u00d7 100 = <strong>8%<\/strong><\/li>\n\n\n\n<li>ROAS = 120,000 \u00f7 50,000 = <strong>2.4x<\/strong><\/li>\n<\/ul>\n\n\n\n<p>If your fulfilment or returns are high, ROI can flip quickly. That\u2019s why profit-based ROI is the gold standard when available.<\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Step 5: Measure <em>incremental lift<\/em>, not just attribution<\/h2>\n\n\n\n<p>Attribution will undercount influencer impact because of:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>view-through behaviour (people see content, then Google you)<\/li>\n\n\n\n<li>WhatsApp sharing<\/li>\n\n\n\n<li>buying later on another device<\/li>\n\n\n\n<li>retail\/offline conversions<\/li>\n<\/ul>\n\n\n\n<p>Add at least one lift method:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A) Brand search lift<\/h3>\n\n\n\n<p>Track changes in:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Google Search Console brand queries<\/li>\n\n\n\n<li>direct traffic<\/li>\n\n\n\n<li>\u201cbrand + product\u201d searches<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">B) Geo split (simple SA-friendly approach)<\/h3>\n\n\n\n<p>Run creators heavily in Gauteng vs Western Cape (or vice versa), compare sales\/lead lift if your distribution supports it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">C) Holdout testing<\/h3>\n\n\n\n<p>Keep 10\u201320% of your audience\/regions unexposed and compare outcomes.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Step 6: Include \u201cquality ROI\u201d (sentiment + comment insights)<\/h2>\n\n\n\n<p>In South Africa, comment sections often reveal what people <em>really<\/em> think (pricing concerns, trust issues, delivery fears, \u201cis this legit?\u201d, etc.). This is business intelligence, not vanity.<\/p>\n\n\n\n<p>Track:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Positive\/neutral\/negative sentiment trends<\/li>\n\n\n\n<li>recurring objections<\/li>\n\n\n\n<li>competitor mentions<\/li>\n\n\n\n<li>product questions you should answer in future content<\/li>\n<\/ul>\n\n\n\n<p>(Platforms like Lit.africa can automate reporting on views\/engagement and add <strong>comment analysis + sentiment<\/strong> so you\u2019re not manually reading thousands of comments.)<\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Step 7: ROI reporting template (what to put on one page)<\/h2>\n\n\n\n<p><strong>Campaign Summary<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Objective + dates + platforms + creators<\/li>\n<\/ul>\n\n\n\n<p><strong>Spend<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Fees, product, boosting, platform\/tools, management<\/li>\n<\/ul>\n\n\n\n<p><strong>Performance by funnel stage<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Awareness: reach, impressions, video views, CPM<\/li>\n\n\n\n<li>Consideration: clicks, CTR, landing-page engagement<\/li>\n\n\n\n<li>Conversion: purchases\/leads, CVR, CPA\/CAC, revenue<\/li>\n\n\n\n<li>Quality: sentiment, top themes, creator audience fit<\/li>\n<\/ul>\n\n\n\n<p><strong>Bottom-line<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ROAS + ROI% (profit-based where possible)<\/li>\n\n\n\n<li>Learnings + next actions (scale\/pause\/iterate)<\/li>\n<\/ul>\n\n\n\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Common mistakes SA brands make (and how to avoid them)<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>No clean tracking<\/strong> \u2192 enforce UTMs\/codes in every deliverable.<\/li>\n\n\n\n<li><strong>Only measuring likes<\/strong> \u2192 tie to clicks, conversions, and lift.<\/li>\n\n\n\n<li><strong>Not separating new vs existing customers<\/strong> \u2192 ROI changes dramatically.<\/li>\n\n\n\n<li><strong>Ignoring compliance<\/strong> \u2192 ARB disclosure expectations matter for trust; POPIA matters if you retarget\/market to captured leads.<\/li>\n\n\n\n<li><strong>One-off campaigns only<\/strong> \u2192 ROI improves when creators become familiar with the product and audience.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Practical \u201cformula menu\u201d (copy\/paste)<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>ROI %<\/strong> = (Incremental Profit \u2212 Cost) \u00f7 Cost \u00d7 100<\/li>\n\n\n\n<li><strong>ROAS<\/strong> = Attributed Revenue \u00f7 Cost<\/li>\n\n\n\n<li><strong>CPA<\/strong> = Cost \u00f7 Conversions<\/li>\n\n\n\n<li><strong>CAC<\/strong> = Cost \u00f7 New Customers<\/li>\n\n\n\n<li><strong>LTV:CAC<\/strong> = Lifetime Value \u00f7 CAC<\/li>\n\n\n\n<li><strong>CPE<\/strong> = Cost \u00f7 Engagements<\/li>\n\n\n\n<li><strong>EMV<\/strong> = (Impressions \u00f7 1,000) \u00d7 CPM<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Influencer marketing in South Africa is no longer nice-to-have. Budgets are shifting toward creators because they can drive reach, trust, and sales, especially on TikTok and Instagram. But if you cannot prove ROI (or at least incremental impact), influencer spend becomes vulnerable in the next budgeting cycle. This guide gives you a practical measurement framework, &#8230; <a title=\"How to Measure the ROI of Influencer Campaigns in SA (2026 playbook)\" class=\"read-more\" href=\"https:\/\/lit.africa\/blog\/news\/how-to-measure-the-roi-of-influencer-campaigns-in-sa-2026-playbook\/\" aria-label=\"Read more about How to Measure the ROI of Influencer Campaigns in SA (2026 playbook)\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":283,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[68,59,61,67,66,56,13,64,55,62,54,60],"class_list":["post-280","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-arb","tag-brand-lift","tag-cpa","tag-dark-social","tag-emv","tag-incremental-lift","tag-influencer-marketing","tag-ltv","tag-return-on-investment","tag-roas","tag-roi","tag-sentiment"],"_links":{"self":[{"href":"https:\/\/lit.africa\/blog\/wp-json\/wp\/v2\/posts\/280","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lit.africa\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lit.africa\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lit.africa\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lit.africa\/blog\/wp-json\/wp\/v2\/comments?post=280"}],"version-history":[{"count":3,"href":"https:\/\/lit.africa\/blog\/wp-json\/wp\/v2\/posts\/280\/revisions"}],"predecessor-version":[{"id":285,"href":"https:\/\/lit.africa\/blog\/wp-json\/wp\/v2\/posts\/280\/revisions\/285"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lit.africa\/blog\/wp-json\/wp\/v2\/media\/283"}],"wp:attachment":[{"href":"https:\/\/lit.africa\/blog\/wp-json\/wp\/v2\/media?parent=280"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lit.africa\/blog\/wp-json\/wp\/v2\/categories?post=280"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lit.africa\/blog\/wp-json\/wp\/v2\/tags?post=280"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}