How to Report Campaign Results to a Brand

Delivering great content is only part of a successful collaboration. When a creator follows up with a clear report on how the content performed, the brand gets the information it needs, and the creator stands out as a professional partner. Reports also make repeat bookings far more likely. This guide explains how to put together a simple, useful campaign report.

When a report is needed

A report is most relevant when you posted content on your own account as part of a deal. For UGC that the brand posts itself, the brand has its own analytics, though a brief wrap-up note is still a nice touch.

Some agreements specify a report in the deliverables. Even when they do not, offering one is a good habit.

When to send it

Timing depends on the platform and content. Short-form videos often get most of their views in the first days, while some content, especially searchable content, keeps growing. A common approach is to report after about a week, and optionally send a short update later if the content keeps performing. Agree a timing with the brand if the contract does not specify one.

What to include

1. Summary

Two or three sentences at the top: what was posted, where, and the headline results. Busy brand managers may read only this part.

2. Content links

Links to every post, Reel, Story highlight, Short or video delivered as part of the campaign. For Stories that expire, include screenshots or recordings.

3. Key metrics

Include the metrics most relevant to the campaign goal. Common ones:

• reach or impressions,
• views or plays,
• average watch time and completion rate,
• likes, comments, shares and saves,
• profile visits,
• link clicks or link taps on Stories,
• code uses or attributed sales, if the brand shares them with you.

Our guide to creator analytics explains what each metric means.

4. Screenshots

Include screenshots from the platform's analytics as evidence. Crop out unrelated information and private details. Label each screenshot with the post and date.

5. Audience insights

If relevant, note audience location, age and gender for the posts, especially if the brand targets a specific group or region.

6. Qualitative feedback

Numbers do not tell the whole story. Share:

• notable comments, especially questions about the product,
• recurring themes: what people liked, what they asked about,
• direct messages asking where to buy, if you received them.

This is often the most useful part of a report for brands, because it reveals what customers actually think.

7. Insights and recommendations

Add a few sentences of your own perspective:

• which piece performed best and why you think so,
• which hook or format held attention longest,
• what you would try in a future campaign.

This turns a report from data into advice and shows you think strategically.

How to present it

• Keep it short. One or two pages, or a short document with screenshots.
• Use clear headings so it is easy to scan.
• Be accurate. Never round up or estimate in a way that inflates results.
• Be honest about underperformance. If a post did not do as well as hoped, say so and offer a thoughtful explanation or idea.
• Use a consistent template so your reports look professional across clients.

A shared document, a simple PDF or a clear email all work. Ask the brand if they have a preferred format.

Handling disappointing results

Not every post performs well. When results are below expectations:

• report them honestly,
• give context: timing, platform changes, topic, competition for attention,
• share what you learned,
• suggest adjustments for next time.

Brands generally respect honesty more than spin, and a thoughtful explanation keeps trust intact.

Turning a report into the next project

End your report with a natural next step:

• "Based on how the tutorial format performed, I'd love to create a series for your spring launch."
• "Happy to provide the best-performing video with paid usage if you'd like to run it as an ad."

Do not hard-sell, but make it easy for the brand to continue working with you.

For brands: what to ask for

• Agree reporting expectations in the brief, including timing and metrics.
• Ask for screenshots rather than typed numbers.
• Share code or link performance with creators when you can; it helps them learn and improve.
• Thank creators for thorough reports. It encourages good practice.

A simple report template

1. Campaign summary.
2. Links to content.
3. Metrics table by post.
4. Screenshots.
5. Audience notes.
6. Notable comments and questions.
7. What worked, what to try next.

Save it as a template and reuse it for every campaign. Over time, your reports become a record of your results that you can reference when pitching. They also make useful material for your media kit. See our guide on making a creator media kit.

Frequently asked questions

Do I need to send a report if the contract does not ask for one? It is not required, but it is a strong professional habit that often leads to repeat work.

Can I share report results publicly? Only with the brand's permission. Treat campaign data as confidential by default.

What if I cannot access some metrics? Note which metrics are unavailable on that platform or format, and share what you can.

Unresourced helps creators and brands manage collaborations from brief to delivery. Create a free account and keep your campaigns organized.