# Measure Creator Roi

> Use this skill when creator spend needs defending or reading — "what's the ROI on our creator campaigns," "build the CFO view," "why does creator attribution look bad." Sets the attribution window creator content actually needs, the five-row CFO dashboard, payback-period math, week-one leading indicators, and the three attribution errors that silently understate ROI 2–3×.

- Skill: `swan-gtm/measure-creator-roi` (Agent Skill)
- Install (CLI): `npx skillmds@latest add swan-gtm/measure-creator-roi`
- Raw SKILL.md: https://api.skillmd.com/api/skills/swan-gtm/measure-creator-roi/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Coding & Dev Tools
- Author: swan-gtm (https://skillmd.com/u/swan-gtm)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/swan-gtm/measure-creator-roi

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Use when measuring or reporting creator-led growth. Produces an honest ROI readout a CFO can interrogate. The core problem: creator content converts on a considered timeline, and direct-response measurement habits systematically undercount it.

## Fix the attribution first

- **window**: 14–30 days, not 7. Median time-to-MQL on a creator-sourced click runs 9–14 days (vs 2–4 for ads) — buyers read, save, consult colleagues, then convert
- **view-through**: lift studies show 8–15% incremental traffic that never credits to the post; measure it or accept undercounting
- **separation**: keep creator-sourced clicks out of the organic-LinkedIn bucket

Correcting these three typically recovers 2–3× in reported ROI without changing a dollar of spend.

## Measure the funnel

Standard waterfall — spend → qualified clicks → MQL → SQL → opportunities → closed-won — with a behavioral click definition: tracked AND ≥30 seconds on-site. Reference points from network data: CTR on creator posts runs ~8–14% (vs under 1% for sponsored content), CPL ~€15–25 mid-market vs €55–90 on ads, MQL→SQL ~35–45%.

## The CFO dashboard — five rows

1. total spend to date
2. qualified clicks
3. effective CPL
4. MQL → SQL → pipeline conversion
5. payback period (months)

Payback = spend ÷ monthly gross-margin contribution of the closed-won it produced. A €5,000 quarter yielding €60,000 ARR at 80% margin pays back in ~1.25 months — state it that way, not as an abstract ROAS.

## Week-one leading indicators

Before pipeline exists, judge on: CTR ≥8%, landing-page bounce under 55%, lead-form completion ≥10% of clicks. Misses on all three predict a weak cohort — fix the angle or the audience before spending more.

## What good looks like

A great readout shows per-creator CPL against the funnel, uses the long window, counts view-through separately and labeled, and ends in a payback number. A mediocre one pastes last-click 7-day numbers into an ads template and concludes creators "don't perform." The overlooked failure: blending creator clicks into organic metrics, which flatters organic and buries the channel that earned them.

MUST use a 14–30 day attribution window. MUST define qualified clicks behaviorally (≥30s on-site). NEVER judge creator spend on 7-day last-click.