tl;dr
There are two ways to manage influencer and affiliate data in Klar: via the Influencer CRM (recommended) or via a Google Sheet template
Klar matches your influencer data against shop and analytics datasources using both discount codes and UTM parameters — either one matching is enough to assign a conversion
The Influencer Trends Report gives a visual overview of how your program and individual partnerships are developing over time
The Influencer Flex Table lets you drill into acquisition, conversion timing, retention, and reach & engagement data — across any dimension you track
Option 1: Influencer CRM
The Influencer CRM is the recommended way to manage your influencer partnerships. It lets you manage campaigns, track partnerships, and upload data directly within Klar — no spreadsheet needed.
Option 2: Influencer & Affiliate Google Sheet
If you prefer a spreadsheet-based workflow, Klar provides a Google Sheet template that covers everything you need to track for influencers and affiliates. Connect it as a datasource and Klar automatically matches your sheet data against your shop and analytics data.
The sheet is designed for flexibility — you track what's relevant for your business and leave the rest blank.
Sheet fields
Campaign & partner details
Campaign Name — the campaign this partnership belongs to. For always-on programs, this could simply be the month.
Influencer Name — the name of the creator or affiliate you're working with
Handle — their username on the platform
Platform — where the partnership is taking place (Instagram, YouTube, TikTok, etc.)
Link to Profile — not used in reporting yet, but planned for future features — worth populating now
Partnership Type — whether the partnership is paid, free, or product-based
Post Type — feed post, story, sponsored video, etc.
Number of Integrations — how many integrations are part of the collaboration
Link to Post — not used in reporting yet, but planned for future features
Followers, reach & expected performance
Followers — how many people follow the influencer on that platform
Reach — how many people actually saw the post (fill in after the post goes live)
Expected Reach — your estimate before the post goes live. Klar compares actual vs. expected reach in the Flex Table so you can see where a partnership over- or underdelivered.
Expected Sessions — same logic: enter your estimate upfront, then see actual vs. expected in the reports
Posting Date & End Date
Posting Date is when the partnership goes live. Fixed costs and follower/reach metrics are assigned to this date. Revenue, orders, and sessions are assigned to the date they actually occurred.
End Date is optional. If you leave it blank, Klar assigns all sessions and conversions to a partnership until one of two things happen:
The End Date is reached (hard cut — no further conversions assigned after this date)
A new partnership with the same influencer, same discount code, AND same UTMs is entered at a later date — once that later date is reached, new data flows into the new partnership
Example: You have two campaigns with the same influencer — one starting 2 Feb, one starting 14 March. Conversions between 2 Feb and 13 March go to the first campaign; conversions from 14 March onwards go to the second.
Costs
Cost structures vary by partnership, so the sheet supports both fixed and variable compensation:
Fixed Costs — a flat fee, assigned to the posting date
Variable Cost – Percentage — a revenue share for the partner. Enter the number only (e.g.
5for 5%, no % sign). Choose whether this applies to Gross Revenue, Gross Revenue minus Returns, or Net Revenue.Variable Cost – Fee — a per-order or per-customer fee (e.g. €5 per new customer). Choose whether this is based on Gross Orders, Net Orders, or New Customers.
Klar automatically calculates the total variable compensation based on the actual revenue, orders, and new customers generated — and adds it to the fixed costs so you always know the total payout for each partnership.
Discount Codes
Enter the discount code(s) used in this partnership. If an influencer uses multiple codes, comma-separate them. Klar checks whether any of the listed codes match an order, and if so, assigns that order to this partnership.
UTM Parameters
Enter the tracking parameters for this partnership. Each partnership needs unique UTM parameters.
Suggested naming convention:
Parameter | Suggested value |
| Platform (e.g. instagram, youtube) |
| influencer |
| Campaign name |
| Influencer name (must be unique) |
| Advertised SKU |
Featured SKU
Enter the SKU of the product advertised in the partnership. Klar will then show you what share of units sold through this partnership came from that specific SKU.
Custom Dimensions
The sheet supports up to 10 custom dimensions (updated April 2026, previously 3). Use these to track anything specific to your business — content format, product category, campaign tier, etc. — and they'll be available as dimensions in the Flex Table.
What is being matched
Klar matches your Google Sheet data against both your shop datasource (Shopify/Shopware/WooCommerce/Cenrta) and your analytics datasource (GA4). A conversion is assigned to a partnership if either the discount code OR the UTM parameters match — one is enough.
How to upgrade to the new Influencer Google Sheet
If you were using the previous Influencer Google Sheet (which supported only 3 custom dimensions), follow these steps to migrate to the new version with up to 10 dimensions.
1. Create a new Influencer sheet datasource
Go to Data Sources, click Add Data Source → Add a new Data Source
Select Influencers (Google Sheet option) and complete the setup
2. Copy your data from the old sheet
Open both sheets side by side and copy your data from the old sheet into the new one
Copy columns Campaign Name through Custom Dimension 3 (columns A–AH) only — do not copy the Status column
3. Disconnect the old sheet
Disconnect the previous Influencer Google Sheet datasource to prevent duplicate data in Klar.
4. Trigger a data sync
With the new Influencer datasource selected, click Sync Data. This may take up to 10 minutes.
When complete, the Status column in the new sheet will be updated with the latest extraction info.
Go to Store Settings → Update Store Data to rebuild your store data from the new sheet.
Influencer Trends Report
The Influencer Trends Report shows how your core acquisition and efficiency KPIs are developing over time. It's the go-to view for a quick health check on your influencer program.
Metrics covered: Revenue, Revenue Share, ROAS, Orders, CPO, New Customers, CAC, Share of New Customers, Total Costs.
By default, the breakdown is set to Total, showing a single combined line per chart. Switch the breakdown to any dimension from your sheet — Campaign, Influencer, Platform, Category — to see each entry as a separate line and quickly spot top and bottom performers.
Influencer Flex Table
The Influencer Flex Table is where you go for deep analysis. Like all Flex Tables in Klar, you can select any dimension, layer a second dimension on top, and filter to any slice of your influencer data.
There are four tabs:
Acquisition Tab
Core acquisition metrics: Sessions, Conversion Rate, Orders, CPO, Net Revenue, ROAS, New Customers, Share of New Customers, CAC, Acquisition Revenue, CM2, Total Costs.
An order is counted here if either the discount code or UTM parameters match — consistent with the matching logic described above.
Reactivated Customers is a unique metric in this tab. It shows how many orders came from customers who were previously in a defected/churned state before placing this order. This tells you not just how many new customers a partnership acquired, but also how many lapsed customers it brought back.
Conversion Tab
This tab breaks down how conversions behaved:
Within 1 Day / 2–7 Days / 7–28 Days / 28+ Days — when orders were placed relative to the posting date. Useful for understanding how long it takes audiences to convert, especially for feed posts vs. stories.
% Promoted SKUs — what share of sold units in these orders was the advertised product
% UTMs only / % Discount Code only — how orders were attributed: UTMs only, discount code only, or both
% Previous Orders Same Code — what share of repeat customers reused the exact same influencer code. Helps flag whether repeat purchases are genuinely new demand or just the same customers cycling through the same code.
% Previous Orders Any Influencer Code — what share of repeat customers used any influencer discount code in their previous order
Retention Tab
Similar to the Cohort Comparison Report, but with one key difference: because Klar knows the exact acquisition costs per influencer partnership, it can calculate a precise CLV:CAC ratio per campaign — not just CLV.
Use this tab to identify which partnerships generate the most profitable customers long-term, not just the highest short-term ROAS.
Reach & Engagement Tab
Core metrics: Costs, Followers Reached, Cost per Follower, Reach / Story Views, CPM, Reach Share (% of the influencer's audience reached), CTR, Sessions, Cost per Session.
Actual vs. expected: Klar compares actual reach and sessions against the expected values you entered in the sheet. This makes it easy to understand whether a partnership under- or overperformed relative to your original brief.
Dimensions
In addition to the dimensions you define in the sheet (campaign, influencer, platform, custom dimensions), Klar automatically generates several additional dimensions:
Month / Week / Weekday — spot seasonal or day-of-week patterns
Follower Bracket — groups influencers by audience size (nano, micro, macro, etc.) so you can compare ROAS or CAC across tiers
Reach Bracket — groups by actual reach
CTR Bracket — groups by click-through rate
Days Since Previous Partnership — for repeat collaborations, see whether spacing affects performance (2 weeks vs. 4 weeks vs. 8 weeks between posts)
Number of Previous Collaborations — see whether performance improves or declines with each repeat partnership
You can also add a second dimension to layer any of the above on top of each other for more granular analysis.