Creator Campaign Tracking

Measure the performance of each creator-sponsored post by tracking UTM-tagged link clicks through to leads and conversions. This fundamental covers setting up the tracking infrastructure and pulling results.

Step 1: Generate UTM Links

For each creator post, generate a unique tracking URL:

Base URL: https://yoursite.com/landing-page
Parameters:
  utm_source={{creator_handle}}       (e.g., "saasmarketer")
  utm_medium=influencer               (always "influencer" for this play)
  utm_campaign={{campaign_slug}}       (e.g., "micro-influencer-b2b-creators-smoke")
  utm_content={{post_format}}          (e.g., "linkedin-post", "newsletter", "youtube")

Full URL example:

https://yoursite.com/landing?utm_source=saasmarketer&utm_medium=influencer&utm_campaign=micro-influencer-b2b-creators-smoke&utm_content=linkedin-post

Shorten with a branded link if needed (Rebrandly, Bitly). Some creators prefer shorter URLs.

Step 2: Configure PostHog Event Capture

Using the posthog-custom-events fundamental, ensure these events fire on the landing page:

Page View (automatic with PostHog snippet)

PostHog auto-captures $pageview with UTM parameters stored as properties.

Form Submission / Lead Capture

posthog.capture('influencer_lead_captured', {
  creator_handle: new URLSearchParams(window.location.search).get('utm_source'),
  campaign: new URLSearchParams(window.location.search).get('utm_campaign'),
  post_format: new URLSearchParams(window.location.search).get('utm_content'),
  lead_email: formData.email,
  lead_company: formData.company
});

Meeting Booked (if using Cal.com)

// Cal.com webhook fires on booking confirmation
// In n8n, receive the webhook and forward to PostHog:
posthog.capture('influencer_meeting_booked', {
  creator_handle: booking.utm_source,
  campaign: booking.utm_campaign,
  lead_email: booking.email
});

Step 3: Build PostHog Funnel

Using the posthog-funnels fundamental, create a funnel insight:

1. $pageview where $utm_medium = influencer
2. influencer_lead_captured
3. influencer_meeting_booked (if applicable)

Break down by $utm_source (creator handle) to compare creator performance.

PostHog API Query

POST https://app.posthog.com/api/projects/{PROJECT_ID}/insights/funnel
Authorization: Bearer {POSTHOG_API_KEY}
Content-Type: application/json

{
  "events": [
    {"id": "$pageview", "properties": [{"key": "$utm_medium", "value": "influencer"}]},
    {"id": "influencer_lead_captured"},
    {"id": "influencer_meeting_booked"}
  ],
  "breakdown": "$utm_source",
  "date_from": "-14d"
}

Step 4: Sync Leads to Attio

Using the attio-contacts fundamental, create or update a contact for each captured lead:

POST https://api.attio.com/v2/objects/people/records
Authorization: Bearer {ATTIO_API_KEY}
Content-Type: application/json

{
  "data": {
    "values": {
      "email_addresses": [{"email_address": "{{lead_email}}"}],
      "name": [{"first_name": "{{first}}", "last_name": "{{last}}"}],
      "lead_source": [{"value": "influencer"}],
      "influencer_source": [{"value": "{{creator_handle}}"}],
      "campaign": [{"value": "{{campaign_slug}}"}]
    }
  }
}

Step 5: Calculate Creator-Level Metrics

For each creator, compute:

• Clicks: Count of $pageview where $utm_source = {{creator_handle}}
• Leads: Count of influencer_lead_captured where creator_handle = {{creator_handle}}
• Conversion rate: Leads / Clicks
• Cost per lead (CPL): Creator fee / Leads
• Cost per click (CPC): Creator fee / Clicks

Store these in Attio on the creator's contact record for comparison.

Error Handling

• UTM parameters stripped: Some platforms strip UTM params on redirect. Test the full link before sending to the creator. If stripped, use a dedicated landing page per creator instead (e.g., yoursite.com/creator/saasmarketer).
• Zero clicks but post is live: Verify the creator used the correct link. Check for typos. If they used a different URL, ask them to update.
• PostHog events not firing: Check the PostHog snippet is on the landing page. Use PostHog's toolbar to debug event capture in real time.
• Duplicate leads: Use Attio's deduplication on email address to prevent double-counting.