What ROI metrics should a brand track for influencer marketing?

Per creator: clicks, delivered orders, revenue, cost per order, and ROAS. Campaign-wide averages hide everything useful, because creator performance varies wildly. The per-creator split is what lets you reallocate budget toward the creators who convert.

Why do influencer campaigns in Nepal seem impossible to measure?

Two local traps: Instagram and TikTok in-app browsers wipe cookie-based tracking, and cash on delivery means most purchases never touch an online payment trail. Any measurement setup that ignores either one undercounts most of the campaign.

What is a good ROAS for creator marketing?

There is no universal benchmark, and anyone quoting one is guessing. The usable standard is internal: measure your first cycle honestly, then improve it by reallocating from non-converting creators to converting ones. Brands doing this typically see ROAS climb cycle over cycle.

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For brandsAug 20, 20262 min read

Measuring Influencer Marketing ROI in Nepal: What to Track and How Reffero Does It

By Rohan Maharjan, Co-founder of Reffero

Why influencer ROI has been unmeasurable for Nepali brands, the two local traps that break naive tracking, and the per-creator metrics a Reffero dashboard gives you instead of screenshots.

"What did we get for it?" is the question that kills influencer budgets in Nepal every quarter. Not because the answer is bad, but because there's usually no answer at all. This post is about making the question boring: here's what happened, per creator, per rupee.

Why measurement fails here specifically

Nepal adds two traps on top of the usual attribution problems:

The in-app browser eats your tracking. Instagram and TikTok open links in their own browsers, which routinely wipe cookies and client-side pixels. A brand measuring through a web pixel is blind to a large share of creator-driven orders, and concludes, wrongly, that the campaign didn't work.

COD hides the money trail. Most Nepali buyers choose cash on delivery. If your measurement only captures online-paid orders, you're reading a minority sample of the campaign and calling it the result.

Any ROI number that hasn't dealt with both traps isn't a measurement; it's a guess with a decimal point.

How Reffero closes both gaps

Attribution happens server-side, not in a cookie, with a 30-day last-click window. The in-app browser can't delete what it never held.
COD is a first-class order type, and delivery status syncs back automatically from Kalpa and Pathao. A COD order counts when it's handed over, and a refused package never counts at all.
Commission releases on delivery, so the money you spend and the results you measure are the same events. Spend-to-result reconciliation isn't a monthly finance exercise; it's the system's default state.

The dashboard: what you actually see

Instead of a screenshot report, a campaign on Reffero produces per-creator columns: clicks, orders, delivered revenue, and ROAS, alongside reach and engagement pulled from the live posts, exportable as PDF or Excel. Cost per order per creator falls out of the division.

That per-creator split is the entire game. A campaign that "averaged 3x ROAS" typically contains two creators at 8x and four at roughly zero. The average tells you to shrug; the split tells you exactly what to do next.

The metric that matters most is the second cycle

Cycle one's honest numbers are cycle two's targeting: cut the creators who didn't convert, double the ones who did, re-run. This is why we tell brands the first campaign's real deliverable isn't revenue. It's the data that makes every subsequent campaign cheaper. The reallocation loop only exists if the first cycle was measured properly, which is the strongest argument for starting on tracked infrastructure rather than "testing" through DMs first.

For the strategy layer (picking creators, structuring deals, what to pay for), see our full influencer marketing guide for brands and the creator selection playbook.

If a campaign can't tell you cost per order per creator, it isn't finished being designed. On Reffero, it can't not tell you.

Every click, order, and rupee attributed per creator, with COD handled properly. See how the brand side fits together on Reffero for brands. Book a demo.