Impressions — The total number of times content was displayed on screens. One person viewing the same post 3 times = 3 impressions.

Reach — The number of unique accounts that saw the content. Reach counts unique people; impressions counts total views.

Engagements — Total interactions with content, including likes, comments, shares, saves, and replies.

Engagement Rate — Engagements as a percentage of your audience. Default calculation: (Total Engagements / Impressions) × 100. Typical benchmarks: Instagram Posts 1-3%, Instagram Reels 3-6%, TikTok 3-9%.

Views — The number of times video content was watched. Different platforms count differently: Instagram Reels needs 3+ seconds, YouTube needs 30 seconds or the full video.

Watch Time and Avg. Watch Time — Total and average time spent watching a video, pulled for TikTok and Instagram Reels when the platform reports it.

Full Video Watched Rate — The share of viewers who watched a TikTok video all the way through. TikTok-only; other platforms don’t expose this figure.

For Instagram Stories, InfluenceKit pulls whichever of these the platform reports for that Story: Views, Reach, Replies, Shares, Follows, and Profile Visits. Meta retired the older Story navigation metrics (Back, Forward, Next Story, Exited) — we don’t fetch them because Instagram no longer provides them.

Opens — The number of times an email was opened, as reported by your connected email platform.

Clicks — Link clicks within the email. When your platform supports it, we break clicks out per link so you can see which URL got the traffic.

InfluenceKit doesn’t calculate an open rate or click rate — those depend on your total send count, which most connected platforms don’t hand us alongside a single campaign’s stats. If you need a rate, divide the opens or clicks above by your list size.

CPM (Cost Per Mille) — Cost per 1,000 impressions. Formula: (Total Cost / Impressions) × 1,000

CPV (Cost Per View) — Cost per video view. Formula: Total Cost / Views

CPE (Cost Per Engagement) — Cost per engagement action. Formula: Total Cost / Engagements

These only appear once you’ve entered a cost for the campaign, assignment, or deliverable — InfluenceKit has nothing to divide by until then.

Sales tracked to influencer content using tracking URLs. When a creator’s UTM-tagged link points to a website with connected Google Analytics, InfluenceKit can attribute sessions, revenue, and the ecommerce funnel (users, add-to-cart, checkouts, and purchases) to that link automatically. See UTM Revenue Attribution with Google Analytics for details.

Benchmarks compare a report’s results to your own historical average and to the average InfluenceKit campaign (filtered by your industry, when you’ve set one). Each comparison shows as a single indicator: an olive up-thumb when you’re above the average, a red down-thumb when you’re below it.