Why Brands Struggle With Influencer Measurement, and What to Do About It
Marketing Dive, Thursday, October 15th, 2026
An ANA report finds two-thirds of marketers call measurement the hardest part of influencer marketing.
The Association of National Advertisers' report found that measurement far outranked vetting, negotiating and contracting as the biggest influencer marketing challenge.
Social platforms define views, reach and engagement differently, and there is no standard for audience duplication across channels, which makes comparisons hard.
Within an organization, no single team typically owns the whole creator ecosystem.
A growing number of marketers are working around the problem by paying to amplify influencer content, which gives them more measurable data.