The success of a brand ambassador program is measured by its ability to reach the target audience and drive results for the business. With a well-crafted program, brands can create an engaged and enthusiastic community of advocates who can act as a powerful marketing force. However, tracking and measuring the success of a brand ambassador program can be tricky. That's why we've put together this guide on how to track a brand ambassador program.

Game On: Master How to Track a Brand Ambassador Program

The success of a brand ambassador program is measured by its ability to reach the target audience and drive results for the business. With a well-crafted program, brands can create an engaged and enthusiastic community of advocates who can act as a powerful marketing force. However, tracking and measuring the success of a brand ambassador program can be tricky. That’s why we’ve put together this guide on how to track a brand ambassador program.

You’ll learn the must-have tools and strategies to effectively track and measure the success of an ambassador program. In addition, you’ll see how to make informed decisions that optimize your brand ambassador program and maximize its impact.

What is a brand ambassador program?

Of course, we must settle on a working definition before we can determine how to track its success. The following article is a great resource: What Is a Brand Ambassador Program and Its Dazzling Benefits.

Here are the basics.

A brand ambassador program is a marketing strategy designed to engage customers in an authentic way while increasing brand awareness and driving sales. Ambassadors are generally regular customers incentivized to represent your brand, promote your products, and share feedback and experiences related to your company. 

These consumers, sometimes referred to as “influencers,” actively participate in their social networks and are more credible than advertising. A brand ambassador program aims to create a community of brand advocates who can drive consistent engagement and interest in your brand. 

How to track brand ambassadors

Are you looking to increase your brand’s reach and gain exposure? If so, then ambassadors are the perfect way to get the job done! Brand ambassadors are passionate about your brand and help you spread the word. But how do you track the success of your brand ambassador team? In this section, we’ll show you how to track your brand ambassadors and measure the wins.

Key metrics to track and measure

When you are setting goals and measuring the success of your program, it’s essential to consider a wide range of metrics. These metrics will help you determine the effectiveness of your program and stay on track toward achieving your desired outcomes. 

Some indicators to consider when monitoring and evaluating the efficacy of an ambassador program include the following: 

Brand engagement

Social media is a great way to measure brand engagement with your ambassadors. Track the number of likes, shares, and comments that your ambassadors’ posts are getting and use that as an indication of how engaged people are with your brand. Also, you’ll get an idea of how well each post resonates with followers.

To measure brand engagement, you can use a brand tracking tool or ambassador management software. You can also track brand engagement by measuring the total number of comments and posts on social media related to your brand or company.

how to Track a Brand Ambassador Program with campaign engagement


Reach is the number of people who see each post, so it’s essential to know how many people each post is reaching. You can use social media analytics or influencer marketing software to measure reach. 

You can also measure reach by calculating the total number of people reached through your brand ambassador program. Another measurement of reach is calculating the number of unique social media posts or comments related to your brand. 

If your ambassador posts reach a broad audience, it’s a good sign that your program is successful.


If you’ve assigned specific hashtags to your brand ambassador program, you should monitor how often they’re being used. The number of persons actively participating in your program may then be estimated.


An @ mention draws attention to your brand and amplifies your message! It’s a great way to get your message out while your ambassadors show some love. 

Each time your company is mentioned in a post or message, you will receive a notification. This can be a great way to encourage advocates to continue promoting your brand and reward them for their hard work. Plus, it’s a fun, easy way to spread the word!


UGC, or user-generated content, is a fantastic strategy for generating buzz about your business! Track the content people post related to your program on their own social media accounts, such as pictures, videos, reviews, or stories. Brand ambassador management software such as Roster will automatically gather and store all the great UGC in a social feed

Not only is UGC a powerful way to spread the word about your company and engage ambassadors, but brands may also recycle the content for their own marketing.

leverage content from Roster's social feed

Link clicks

One of the most critical indicators of success for a brand ambassador program is the number of leads generated by the program. Keep track of how many leads your ambassadors are generating and see if the numbers are growing over time.  

Also, if ambassadors share links to your online store, you should track how much traffic their posts generate. Learn how well they are able to attract new visitors to your site by doing this.


Track the number of reviews your brand advocates are making and analyze their ratings to learn more about how customers feel about your company.


Influencers are key players in any brand ambassador program. Measure the number of referrals they generate and use that as a success metric.

With all this data, you’ll better understand how well your ambassadors connect with multiple audiences.


Ultimately, the goal of any brand ambassador program is to drive sales. Measure the program’s success by tallying the number of purchases credited to each ambassador.

To keep track of sales, use e-commerce sales attribution or tracking software. Also, you can measure sales by calculating the total amount of sales attributed to your program. 

It’s important to note that measuring sales is not a precise science, and there are many factors that can impact your sales figures.

By tracking these metrics, you’ll be able to measure and monitor the success of your brand ambassador program and make sure it’s moving the needle.

Sales attribution at every level​

How you can know if your brand ambassador campaign was a success

Did your campaign make a splash? Here are a few key indicators to help you know if your brand ambassador campaign was a success. 

Increased brand awareness

If you’ve seen an uptick in overall brand recognition or a higher volume of online conversations, your ambassador campaign was likely a success. 

More followers

Your ambassador’s influence should have helped you gain more followers on social media, website visitors, and email subscribers. 

Improved engagement

If your brand receives more likes, shares, and comments, your ambassadors have likely helped you boost engagement. 

Another indicator to watch  is how many new followers they gained and how many people engaged with their posts. The data helps monitor the reach and effectiveness of your campaign.

Traffic boosts

If you’ve seen an increase in website visits or inquiries and sales, your ambassadors have likely driven more people to your brand.

Additionally, you can look at your website analytics to see how many new customers your brand ambassador campaign drove. Monitor how many visitors converted into actual customers and how much they spent. 

Positive feedback

Your ambassador campaign was a success if you’re hearing positive reviews, feedback, and stories from your customers. 

Monitor your sales

If you don’t have ambassador management software, then keep an eye on your sales numbers before, during, and after your brand ambassador campaign. If you see a jump in sales from the start of your campaign, it’s a good indication that it’s been successful.

Sales Attribution Identify the ROI of your fitness brand ambassadors by keeping track of orders and sales by customer, campaign, and program. ‍

Track conversions

Tracking actual sales is the undisputed gold standard for determining the efficacy of a brand ambassador program. Using discounts and referral links is the most effective method for doing so.

The Roster platform collects a massive amount of analytics, including the number of clicks each brand advocate gets. Roster knows how many discount codes are used and the sales outcomes. Also, the reports are available by the individual ambassador, each campaign, and the overall program.

Knowing whether or not your brand ambassador program was successful is a cinch with this information.

If you can check off many or even all these boxes, you can be sure that your brand ambassador campaign was a raving success!

Calculate ROI

The ultimate victory is determining whether a brand ambassador program is worth the investment. You can calculate your return on investment (ROI) in a few different ways. 

Brand awareness – To calculate brand lift, you can use customer surveys to measure customer satisfaction. You can also calculate brand lift by measuring the difference in customer perception before and after participating in your program. 

Revenue – To calculate revenue, you can use sales reports to measure the difference in sales before and after participating in your program. You can also calculate revenue lift by measuring the difference in sales attributed to your brand ambassador program. 

Cost per acquisition – To calculate cost per acquisition, you can use sales reports to measure the cost of your brand ambassador program. You can also calculate cost per acquisition by dividing the cost of your program by the total number of sales attributed to it.

How to start tracking a brand ambassador campaign

Starting a brand ambassador campaign can be an exhilarating and rewarding experience. You’ll be able to connect with a fantastic group of people who share your passion and enthusiasm for your brand. 

It’s game time, so you’ll need to get things in order. There is an abundance of resources, including software, to start tracking a brand ambassador campaign. But first, you need to make sure you have the basics.

Set goals

Before starting your campaign, be crystal clear about what you hope to achieve. Are you looking to increase brand awareness? Generate leads? Improve customer engagement? Get new content? 

Make sure you have a specific goal in mind before you begin. Having a clear plan in mind from the start will allow you to monitor the performance of your campaign and keep your brand advocates on the same page.

managers discuss how to find brand ambassadorsto

Select ambassadors

You’ll need to choose the right ambassadors who will represent your brand. Look for influencers in your industry who have a strong presence and are passionate about your brand’s mission. Get seven tips on how to find brand ambassadors

Design an engaging campaign

To ensure success, you’ll need to create a campaign that resonates with your audience. Think about creative ways to engage your ambassadors and get them excited about your brand.  

Create a track system

Determine which metrics you will track and how you will track them. This could include anything from sign-ups, engagements, or sales. You can follow these metrics manually or use a tracking system such as an analytics platform or CRM software.

As you run your campaign, it’s important to track the results to see which strategies are working and which ones aren’t. You can use analytics tools to measure your success and make adjustments as needed.  

Building and growing a company is a collaborative effort. And Roster is the brand ambassador management software that powers authentic communities and teams of contributors. 

Monitor performance

Keep tabs on how well your brand advocates are doing relative to your expectations. Doing this will allow you to zero in on your strengths and pinpoint weaknesses.

For many more details, please see the sections above on how to track brand ambassadors and how to know if your brand ambassador campaign was a success.  

Analyze results

Once you have tracked the performance of your ambassadors, analyze the results. Which strategies were most successful? What lessons can you learn to improve your next campaign?

To start tracking a brand ambassador campaign doesn’t have to be complicated. With these tips, you’ll be well on your way to launching, measuring, and improving your campaign’s performance. Best of luck!

Brand ambassador program tracking benefits

Brand ambassadors can help you achieve your marketing goals by increasing reach and engagement with your content, generating leads, and driving sales. A strong and consistent brand ambassador program can also help you stand out from your competitors by providing a more personalized and human touch to your marketing efforts. 

The brand ambassador program tracking benefits are truly incredible! With tracking, you can monitor the success of your program to ensure it is reaching its intended goals. 

The detailed insights help pinpoint the working areas, where improvements need to be made, and how the program is impacting your brand’s reputation. 

You can view the engagement levels of your ambassadors and track their progress in content creation, social media reach, and more. By monitoring ambassador engagement levels, you know when to reward them for their hard work. 

You can monitor the effect your brand ambassadors have on your target demographic and how they spread the word about your company.

Just in case you aren’t already convinced, we’ve compiled a comprehensive list of the standout brand ambassador program tracking benefits.

  • Promote your brand in a positive and engaging way 
  • Increase brand awareness 
  • Grow your customer base 
  • Strengthen customer loyalty 
  • Drive website traffic 
  • Gain valuable customer insights 
  • Amplify word-of-mouth referrals 
  • Boost sales and conversions 
  • Unlock powerful social media reach 
  • Get quality user-generated content 
  • Discover influencers and industry leaders 
  • Gain access to a larger network of potential customers 
  • Generate valuable user data to inform marketing strategies 
  • Maintain a consistent presence across multiple channels 
  • Build relationships with customers, influencers, and the community 
  • Measure the success of campaigns and partnerships 
  • Create campaigns tailored to your target audience
  • Unlock the true potential of your brand ambassador program!

When we said comprehensive list, we were serious.

With this wealth of knowledge at your disposal, you will be able to maximize the effectiveness of your ambassador program to get the best results!

Experience the power of Roster for yourself with a free demo. See how to easily create, manage, track and optimize your brand ambassador team- all in one place.









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