Note that subscriber numbers are important, but view counts are what really move the needle when it comes to influencers.
When you have an advanced understanding of the marketplace, you can identify different CPM targets based on segments within each niche, such as differentiating online gaming categories based on the popularity of the game and the audience size.
2. How to Calculate “True ROAS” By Influencer
Determining true ROAS by influencer starts by calculating your channel multiplier. You can make up for “voucher breakage” by estimating how understated your voucher-tracked ROAS is for YouTube influencers.
For example, if you spend $1 million on YouTube influencers and your voucher-tracked revenue is also $1 million, but the revenue attributed to those influencers by a post-purchase survey is $3 million, your YouTube influencer ROAS is understated by a factor of 3.0.
Again, as your marketplace knowledge advances, you can apply these metrics to other influencers’ campaigns to get a better understanding of true ROAS.
3. How to Estimate Your Payback Window & Find Winners
Determining your purchase window is also important to calculate how much revenue your influencers actually generate.
Roman’s company finds this information with post-purchase surveys, which showed that 50% of purchases happened within seven days of hearing about the brand, and 4 out of 5 purchases related to YouTube videos occurred within 60 days: