Metrics and measurement
Conversion tracking
Conversion tracking is how a brand ties a sale back to the creator who drove it, usually through a unique discount code, a tracked link, or a survey at checkout asking how the customer found the brand.
Also called attribution, discount code tracking, UTM tracking.
Unique codes per creator are the most common method because they need no technical setup and survive being screenshotted or spoken aloud in a video. Their weakness is leakage: codes get posted to deal sites and then get credited with sales the creator did not drive.
Tracked links are more precise but only capture people who click, which on most social platforms is a small fraction of those influenced. Running both, plus a post-purchase survey, gives a fuller picture than any one method alone.
Related terms
- ROAS
- ROAS is revenue divided by the spend that produced it, expressed as a multiple. A campaign that returned 30,000 in revenue on 10,000 of spend has a ROAS of 3.
- Affiliate marketing
- In an affiliate deal a creator earns a percentage of the sales they generate, tracked through a unique discount code or link, rather than a fixed fee.
- Link in bio
- A link in bio is a single landing page a creator puts in their social profile, holding the several links they want to send followers to, because most platforms allow only one clickable link in a profile.
- Campaign recap
- A campaign recap is the report produced after a campaign ends, showing what was published, what it cost, what it delivered in reach, engagement, and revenue, and what should change next time.
Distinct is the workspace where brands and creators run the work behind these terms. For brands, for creators, or back to the full glossary.