From CPM to Emotional ROI: How Measurement in Influencer Marketing Is Evolving

In the masterclass “From CPM to Emotional ROI”, Sergio Barreda, CEO and founder of KEEPERS, explored how brands are redefining the way they measure the impact of influencer marketing.

The session looked at an industry shift that is already under way: moving beyond traditional indicators such as reach, impressions and CPM, and towards measurement frameworks that connect campaigns more directly with business outcomes and the effect they have on audiences.

“The true value of influencer marketing is not only in the numbers, but in the connection and trust that creators build with their communities,” says Sergio.

A key takeaway was the need to define KPIs according to each campaign objective. Measuring an awareness campaign is not the same as measuring a campaign designed to drive consideration or conversion. Integrating influencer campaigns into the entire customer journey allows for a better analysis of their role in each phase and helps optimize results

Sergio also underlined that brand affinity, creator credibility and community connection are just as important as campaign creativity when it comes to generating real, measurable impact. More and more brands are recognising that emotional ROI — the effect a campaign has on perception, engagement and loyalty — is now an essential part of evaluating influencer marketing strategies.

Ultimately, the masterclass made it clear that the future of influencer marketing lies in combining data and metrics with a deep understanding of the emotional and strategic impact of creators, a balance that results in more integrated, measurable, and effective campaigns.