The Creator Campaign Review Guide

Compare creators on more than their best video: consistency, breakout dependence, customer actions, and a continue / test / pause decision with a reason

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On the call you'll receive:

THE IDEA: The easiest way to choose a creator is to open their profile and look at their biggest video. It is also the least reliable way, because one breakout says very little about what the next post will do. This guide replaces that glance with a repeatable review: measure several posts over the same period, check whether strong results repeat, see how much of the total comes from one video, connect the content to tracked visits, sign-ups and purchases, keep missing data apart from a measured zero, and end with one decision per creator: continue, test a different approach, or pause.

WHEN TO RUN IT: At the end of every campaign cycle, before the next content budget is committed. A 60-90 minute review per campaign is enough once the data sheet in Part 1 is set up.

PART 1 - Set up the review sheet

You can't compare creators fairly if every creator's numbers come from a different window or a different place. Fix the rules first.

The four ground rules

  1. Same period for everyone. Pick one window, for example "posts published between day 1 and day 21 of the campaign", and measure every post at the same age (for example 7 days after posting). A post that has been live for 30 days can't be compared with one live for 3.
  2. Several posts per creator. Review at least 5 posts per creator where possible. With fewer than 3, mark the creator "not enough data" instead of scoring them.
  3. One source per metric. Views from the platform's own analytics, visits from your tracked links, sign-ups and purchases from your own analytics or store. Don't mix sources inside one column.
  4. Record where each number came from. A short note ("platform screenshot", "UTM report", "store export") saves arguments later.

The review sheet

One row per post. Copy this into a spreadsheet.

Creator Post link Posted on Platform Format Views at day 7 Likes / comments / shares / saves Avg watch time or completion Tracked link or code Tracked visits Sign-ups Purchases Revenue Data status
Creator A

Data status has three allowed values, and this column matters more than it looks:

Value Meaning Example
Measured The tracking was in place and the number is real, including zero The link existed and got 0 visits
Missing Tracking wasn't in place or the data can't be retrieved The creator posted without the link, or analytics access was never shared
Not applicable The metric can't exist for this post A purchase column for a post with no offer

PART 2 - Compare creators across multiple posts