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Creator campaigns are often judged by the number everyone can see first: views.

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But a campaign generating millions of views can still struggle commercially, while another with a smaller audience can drive meaningful clicks, sales and revenue.

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We looked back at three campaigns managed by Eclipz: Adanola, Gousto and Vuori - to understand what the numbers tell us when we look beyond reach.

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Together, the three campaigns generated 26.8 million views, more than 1.4 million engagements and 158,300 website or product clicks. They used different creator mixes, platforms and content approaches, which makes the comparison particularly useful.

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This is not an industry-wide benchmark. It is a first-party look at three Eclipz campaigns and the patterns we observed while executing them.

REACH MATTERS, BUT IT NEEDS SOMEWHERE TO GO

Adanola was the largest campaign of the three, generating 22.4 million views and 1.2 million engagements across Instagram and TikTok. But the more interesting number was the 124,000 website clicks generated alongside that reach.

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That distinction matters.

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Views tell us that creator content entered people's feeds. Clicks tell us that some of those people were interested enough to leave the platform and learn more.

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For brands investing in influencer marketing, the objective should therefore determine which number deserves the most attention. Awareness campaigns can legitimately prioritise reach, but once the campaign is expected to influence consideration or sales, platform metrics alone become incomplete.

DIFFERENT CREATOR MIXES CAN SOLVE DIFFERENT PROBLEMS

There was no single creator formula across the three campaigns.

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Adanola used 85 micro and mid-tier fashion creators across Instagram and TikTok. Gousto brought together food, lifestyle and parenting creators to reach different household audiences. Vuori activated 31 creators across fitness, wellness, lifestyle and travel, producing 52 TikTok-first UGC videos.

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The lesson was not that one creator tier or niche consistently wins.

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It was that creator selection works best when it starts with the job the campaign needs to accomplish.

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Gousto needed different creators to make the same product relevant to different lifestyles. Vuori needed creators capable of producing natural, product-in-use UGC. Adanola needed creators whose audiences already connected with the brand's fashion and lifestyle positioning.

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Creator selection is therefore less about building the biggest list and more about building the right mix.

COMMERCIAL PERFORMANCE HAS TO BE DESIGNED IN

All three campaigns produced measurable lower-funnel outcomes, but that did not happen simply because the content performed well socially.

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Adanola used unique creator discount codes and generated 3,200 attributed sales, £186K in revenue and 4.1X ROAS. Gousto tracked clicks and code usage, resulting in 3,850 sales, £96K in revenue and 3.1X ROAS. Vuori used trackable creator links and codes and recorded $86K in sales with a 3.2X ROAS.

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The common factor was attribution.

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If tracking is added after a campaign launches, much of the commercial story is already lost. Links, codes, conversion signals and campaign-level measurement need to be part of the campaign architecture from the beginning.

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That is also why measuring influencer marketing from reach to ROI requires looking at several stages of the customer journey rather than searching for one universal metric.

THE BEST METRIC CHANGES WITH THE CAMPAIGN

The three campaigns also reinforced something simple: there is no single creator-marketing KPI that works for every objective.

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Adanola needed scale and attributable sales. Gousto needed nationwide discovery across several audience groups. Vuori needed a continuous flow of TikTok-native creator content capable of generating product interest and trackable commerce.

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The numbers only become meaningful once they are connected to those objectives.

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A million views can be an excellent result for an awareness campaign. The same million views can be disappointing if the campaign was built to generate purchases and nobody clicked.

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Performance measurement therefore begins before creators are selected — with a clear definition of what success actually means.

WHAT WE WOULD CARRY INTO THE NEXT CAMPAIGN

Across these three campaigns, the strongest lesson was not that creator marketing produces a particular engagement rate or ROAS.

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It was that strategy, creator fit, content format and measurement have to work as one system.

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Great creators cannot rescue the wrong campaign structure. Strong content cannot compensate for missing attribution. And impressive reach does not automatically mean commercial impact.

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The campaigns that give brands the clearest picture of performance are the ones designed to connect attention with the next measurable action from day one.