Metrics and calculations

This is the most important distinction in the whole documentation and the number one source of misunderstandings with clients. Some metrics are real, counted data, and others are an estimate calculated from real data by applying standard industry factors.

The question comes up sooner or later: if Instagram knows exactly how many people saw my reel, why does Influgest estimate it? The answer is that this figure is private to the account owner. Social networks only show it inside the profile's own insights, to the person signed in to it, and never publish it for anyone else.

No tool on the market —not ours, not our competitors'— can read the reach or impressions of an account it doesn't control. What is public in many formats is views, and everything else follows from there: reach and impressions are calculated from views using factors the industry has relied on for years.

For the same reason, you also won't find:

• Clicks or conversions attributed to a publication: they require tracking links and access to the advertiser's website.
• Demographic data declared by the network itself: the audience demographics you see come from our data provider's analysis, not from the creator's private insights.
• An overall creator score from 0 to 100. There is no single number that sums up whether a profile is good: you have to look at engagement, credibility and brand fit.

EMV (Earned Media Value) answers one specific question: how much would it have cost to buy this visibility in advertising? It isn't money you've earned or a direct return. The app says it plainly: it's an estimate based on the Ayzenberg 2025 formula, not a direct return.

These four metrics relate what you've paid to what you've got. They all start from Invested, which is the sum of the rates agreed with the campaign's creators, so they're only reliable if those rates are up to date.

“ROI” is the name the industry uses, but it's worth understanding it properly before you put it in front of anyone: it compares an estimate of media value with real spend. It doesn't tell you how much you've sold. If your client is after return on sales, that measurement happens in their own analytics tools, not here.

These metrics come from our data provider's audience report and they are the reason you can trust a profile without relying on what the creator tells you. They are audience verification: an external analysis of the accounts that follow a creator.

Adding up the followers of all the talent in a campaign always gives an inflated number, because some people follow several of them. The unique audience analysis in the Audience tab of reporting works out how many distinct people you really reach and how much your talent overlap with each other.

It's the metric that best justifies a creator selection to a client: five profiles from the same niche can add up to two million followers and reach one million people. This analysis consumes data credits for each platform analysed. The rest of the tab —the demographic profile of the combined audience, weighted by followers— is built from the reports you already have for each talent and costs nothing extra.

How to run it and when it needs recalculating is explained in Reporting.

The metrics of a campaign's publications are refreshed automatically several times a day, and reporting shows the time of the last check. If you need the data to the minute, the Refresh button forces a pass.

A creator's audience report works differently: the first lookup spends a data credit and is stored for 30 days, so opening it again within that window costs nothing. When you want fresher data before then, the refresh button queries the provider again and spends a new credit.

• Check the glossary if what you need is the short definition of a term.
• Set up your agency's EMV rates from Settings.
• See how all these metrics are presented to the client in Reporting and in Sharing the report.