How to Measure ROI from Toy Influencer Marketing

Influencer marketing has become a staple for toy brands aiming to connect with families in authentic ways. But proving its value beyond likes and views remains a challenge for many marketing directors and brand managers.

At Highlight, we combine creativity with data-driven insight to help toy brands measure real ROI from influencer campaigns. Here’s how to track impact effectively—and optimise for future success.

Set clear, measurable goals upfront

Whether it’s driving sales, increasing brand awareness, or growing social following, define what success looks like before the campaign starts. This ensures you measure what really matters. For Moose toys, embedded links in influencer content means we can track the number of retail clicks. For instance, content with Ladbaby for Despicable Me’s Fart Blaster toy, resulted in 17,000 link clicks to Smyths.

Track sales with unique codes and affiliate links

Use promo codes or trackable links to tie influencer content directly to purchases. This delivers concrete data on conversion rates and revenue generated.

Monitor engagement quality, not just quantity

Look beyond likes and views to comments, shares, saves, and sentiment. Engaged audiences are more likely to convert and become loyal customers.

Analyse website and landing page traffic

Use Google Analytics or similar tools to measure spikes in visits from influencer campaigns. Track time on site, bounce rates, and user journeys to understand behaviour. At Highlight, we work with all our clients to build evaluation dashboards that incorporate wider metrics than PR and influencer to demonstrate the wider value that earned media has created.