Influencer marketing dashboard template: columns, formulas and a filled-in example

An influencer marketing dashboard is a spreadsheet with four tabs. Plan holds one row per creator, with fee, tier and contract status. Posts holds one row per deliverable, with its URL, label check and metrics at day 7 and day 30. Orders holds one row per tracked sale. Summary reads from the other three and shows spend, views, cost per 1,000 views, orders and cost per order. Build it before the first post goes live, so that every number has a place to land.

The dashboard is the live view. Once the campaign ends, its numbers feed the closing document described in our influencer campaign report template, and the KPIs it tracks should come from your brief; our guide to influencer marketing KPIs lists them by goal. This post is the sheet itself: columns, formulas, alert rules and a filled-in example. For the channel as a whole, see the complete guide to influencer marketing in India.

The four tabs

Only three tabs take typed input. If someone types into Summary, the formulas are broken and the next person will not know. Lock it.

IDs hold the sheet together. Give every creator an ID such as c001 and every deliverable one such as p001, and use the creator ID in the UTM content tag and the discount code, as described in UTM links for influencer campaigns and tracking influencer sales with discount codes. A sale can then be traced to a row without guessing from a handle.

Tab 1: Plan

Treat GST, TDS and invoice details as notes on the payment status, since they depend on whether each creator is registered; our guide to TDS and GST on influencer payments explains the rules. The forecast views column matters most for later: it is the promise you will hold the creator to.

Tab 2: Posts, the inputs

Add one more set of columns for each window you report, rather than editing the first set. A day-30 number and a day-7 number are different facts, and your report may need both. Take the metric labels from the screenshot, because platforms rename them; our guide to measuring Instagram Reel performance explains which figure is which.

Tab 2: Posts, the calculated columns

IFERROR keeps empty cells from showing errors before data arrives. Use one cost basis for every row, so that fees with or without GST are never mixed in column H, and one format per cost-per-view comparison. A Story set and a Reel should not share a median.

Tab 3: Orders

Orders needs only six columns: Order ID, date, order value after discount, code used, UTM content tag and new customer (Y or N). Add a seventh, Credited post ID, with a fixed rule: credit by code first and by UTM second, or the reverse, and write the rule at the top of the tab. Every order then belongs to one post and is counted once. The Tracked orders column in Posts counts the rows here, for example =COUNTIFS(Orders!G:G,A2), and Net revenue is a SUMIFS on the same key, for example =SUMIFS(Orders!C:C,Orders!G:G,A2).

The new-customer flag lets you report cost per new customer later, using the method in influencer cost per acquisition.

A filled-in example (made-up numbers)

Tab 4: Summary

Six tiles on top, tables underneath.

Open-ended ranges such as E2:E work in Google Sheets; in Excel, use a closed range such as E2:E1000 or a whole column. Underneath, a table by tier with SUMIFS(Posts!H:H,Posts!X:X,"Micro") for spend and the same for views, and a second table by language on column Z, so you see which cohort is cheapest. Add a median row with =MEDIAN(Posts!Q2:Q). Use the median, not the average, for per-creator comparisons, because one very good or very bad post will move an average.

The blended cost per 1,000 views is not a verdict. We found no published India benchmark for sponsored creator content, so compare it with your own paid social and with your first wave. If the goal is not sales, replace the last two tiles with the primary KPI from the brief.

Alert rules that catch problems early

The 1.5 times and 50% limits are our working rules, not published thresholds. Set your own once the first wave gives you a median. Apply the rules as conditional formatting so that a cell turns red, and put a "next action" column beside it. A red cell with no owner is just a coloured cell.

Keeping the dashboard honest

• Screenshots in a folder. Save every creator screenshot, named by post ID and date, beside the sheet. If a number is questioned, you can show where it came from.
• One owner for each tab. Plan and Posts belong to the strategist, Orders to the brand's store admin, Summary to nobody.
• Creators do not edit. They send screenshots. A shared edit link on a sheet that sets their own fees is a bad idea.
• No summed reach. Reach counts unique people per post, so adding reach across posts counts the same person more than once. Report views, or label reach as non-unique.
• Keep history across campaigns. In a 2025 Kantar-backed study covered by Campaign India, 72% of brands said they prefer long-term partnerships. Archive each campaign's Plan and Posts tabs, so the next shortlist can start from real results. Our influencer shortlist template shows how to carry them over.

Where the dashboard connects to everything else

Listening data sits beside the dashboard rather than in it; the method is in social listening for influencer campaigns. A quality score for each draft and live post, from how to evaluate influencer content quality, can sit in one extra column on Posts. When the sheet outgrows its editors, keep the columns and IDs and move to a dashboard tool.

Our performance influencer marketing service runs on a shared tracker with the same structure: every creator, deliverable, date, approval and result in one place. If you would like one set up for your campaign, send us a brief.