Measure real influencer ROI, not just reach

Likes and EMV don't pay bills. Standardize a tracking method per creator, treat EMV as context rather than ROI, and use incrementality once the program is big enough to justify it.

Reach and engagement tell you a post was seen; they don't tell you whether it moved a sale that wouldn't have happened anyway. Real influencer ROI measurement means picking a consistent per-creator tracking method, being honest about what EMV can and can't tell you, and layering in incrementality once the spend is big enough to earn it.