Client Reporting Template
A free Excel template for reporting influencer campaign results to clients, with CPE, CPM, ROAS and a built-in break-even test.
Most influencer campaign reports show reach, engagement and attributed revenue, and stop there. The question a client actually has, did this campaign make money?; usually goes unanswered, because answering it requires the gross margin figure nobody puts in the report.
What's inside
The Creator Performance tab takes one row per creator: cost, reach, impressions, likes, comments, shares, clicks, orders and revenue. It calculates engagement rate, total engagements, CPE, CPM, CTR, ROAS and CPA per creator and in aggregate.
The Campaign Summary tab is what the client sees, every figure pulled automatically, plus campaign details you fill in.
The break-even test
This is the part most reports miss. Enter your client's gross margin and the template calculates the ROAS the campaign needed simply to cover cost, 1 ÷ gross margin; then tells you plainly whether it cleared it.
Why cost per engagement belongs in every report
CPM compares creators on reach efficiency, which favours larger creators. CPE compares them on attention efficiency, which favours smaller ones. Reporting both is what lets a client see that a macro creator with an attractive CPM delivered very few actual engagements, a conclusion that reach-only reporting hides entirely.
The attribution note, leave it in
The template includes a standing note explaining that attributed revenue reflects last-click tracking, and that influencer-driven purchases frequently arrive later via direct or branded search and aren't captured. It's tempting to remove this because it appears to undercut your numbers.
Don't. It does the opposite: it tells the client your reported figure is a floor rather than a ceiling, and clients who understand the caveat trust the rest of the report more, not less. Model campaign ROI →
The eleven metrics it calculates
| Metric | What it tells the client | Why it belongs in the report |
|---|---|---|
| Engagement rate | Share of reached people who interacted | The clearest quality signal per creator |
| Total engagements | Absolute interaction volume | Context for the rate |
| CPE | Cost per engagement | Fairest comparison across creators of different sizes |
| CPM | Cost per thousand impressions | Comparable to paid social benchmarks |
| Clicks and CTR | Traffic driven, and efficiency of it | Connects content to site behaviour |
| Orders | Attributed conversions | The commercial outcome |
| CPA | Cost per acquisition | Directly comparable to other channels |
| Revenue | Attributed revenue | The headline number clients expect |
| ROAS | Revenue ÷ spend | Standard but insufficient alone |
| Break-even ROAS | What was needed to cover cost | The number that makes ROAS meaningful |
| Cleared break-even? | A plain yes or no | The question clients are actually asking |
Why per-creator reporting matters
Campaign aggregates hide the distribution. A campaign averaging 2.1× ROAS might contain one creator at 6× and four below 1×, which is a completely different lesson from five creators clustered around 2×.
Reporting per creator lets you tell the client which specific partnerships to repeat and which to drop, which is far more valuable than an average. It also protects you: when a client asks why results varied, you have the answer in front of you rather than reconstructing it.
Common questions
What should an influencer marketing report include?
Spend, reach, impressions, engagements and engagement rate, cost per engagement, CPM, clicks and click-through rate, attributed orders and revenue, cost per acquisition, and ROAS measured against the break-even ROAS implied by the client's gross margin. Reach-only reporting doesn't answer whether the campaign paid.
How do agencies report influencer campaign results to clients?
The strongest reports show per-creator performance alongside campaign aggregates, include efficiency metrics such as CPE and CPM rather than raw totals only, compare results against a baseline, and state plainly whether the campaign cleared its commercial break-even.
How do you calculate break-even ROAS?
Divide one by the gross margin. At 60% margin, break-even is 1.67×; at 40%, it's 2.5×. Any ROAS below that figure means the campaign lost money despite generating revenue, which is why reporting ROAS without margin context is misleading.
What is a good cost per engagement for influencer marketing?
It varies substantially by tier and niche, so the useful benchmark is comparative rather than absolute; compare creators within the same campaign, and compare campaigns against your own historical average. CPE is more informative than CPM for conversion-focused work because it prices genuine attention rather than impressions.
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