EMV translates all the impressions, views, and engagement your creators generate into a dollar figure - so you can show the value of organic exposure in the same language as your paid media budget.
What EMV measures
EMV estimates the monetary value of the organic reach your campaign content generates. Think of it as: "What would it have cost to buy this exposure through paid ads?"
This makes EMV powerful for:
Reporting to leadership - Turn "we got 500K views" into "$25K worth of media exposure"
Comparing campaigns - See which campaigns delivered the most value relative to what you spent
Benchmarking over time - Track how your EMV trends as you scale and optimise your creator partnerships
Justifying budget - Show that every dollar spent on creators generates a measurable return in media value
Where to find EMV in Modash
EMV appears throughout your campaign dashboard in Track:
Campaign overview - Total EMV across all creators and content in the campaign
Creator-level metrics - EMV per creator, showing who's delivering the most media value
Content-level data - EMV per individual post, so you can see which specific pieces of content generated the most exposure
EMV calculates automatically as Modash collects content and tracks engagement. No setup required beyond creating your campaign and adding creators.
Pro tip: Changing the EMV calculation only affects that particular campaign. You’ll need to change the default calculation in order to affect all future campaigns. You can adjust this in Workspace Settings.
Using EMV alongside other metrics
EMV is most valuable when you pair it with other campaign data. Here's how:
EMV + ROAS - Compare estimated media value (what the exposure is worth) with actual revenue (what it generated in sales). If your EMV is $50K and ROAS shows $30K in sales, you're getting value on both fronts
EMV + CPM - See how much you're paying per 1,000 impressions vs. the estimated value of those impressions. A low CPM and high EMV means you're getting outsized value from your creator spend
EMV + engagement rate - High EMV with low engagement may mean broad reach but shallow impact. High EMV with strong engagement means your content is resonating deeply
No single metric tells the whole story. The best campaign reports combine EMV with engagement, reach, clicks, and sales data for a complete picture.
Pro tip: Add creator rates to your campaigns - even for gifted items, enter the product cost. This unlocks CPM and ROAS calculations alongside EMV, giving you the full ROI picture in one dashboard.
Limitations to keep in mind
EMV is a powerful benchmark, but it's an estimate. Keep these things in mind:
Different industries and platforms have different baseline values, so comparisons across industries aren't always apples-to-apples
EMV doesn't account for content quality, brand sentiment, or purchase intent
There's no universal industry standard, so EMV numbers from different tools won't match
It's best used for directional comparison (which campaigns performed best?) rather than as an exact measure of revenue impact
For the most complete picture, pair EMV with actual sales data from your Shopify integration. EMV tells you what the exposure was worth. ROAS tells you what it actually earned.
FAQs
FAQs
Is EMV the same as ROI?
No. EMV estimates the value of media exposure (what the organic reach would cost as paid ads). ROI measures actual return on investment based on revenue. They measure different things, but together they give you the full picture.
Can I customise how EMV is calculated?
Modash uses a standard calculation to keep EMV consistent across campaigns and creators. You can configure EMV settings at the campaign level, or at a default level in your Workspace Settings.
Why is my EMV different from what other tools show?
There's no universal EMV standard. Different platforms use different formulas and benchmark CPM values. The numbers will vary between tools, which is why it's best to track trends within Modash rather than comparing across platforms.
Does EMV include Stories, Reels, and TikToks?
Yes. EMV is calculated across all content types that Modash tracks, including posts, Stories, Reels, and videos on Instagram, TikTok, and YouTube.
Do I need to do anything to set up EMV?
No. EMV calculates automatically as Modash collects content and tracks engagement. Just create your campaign, add creators, and EMV appears in your dashboard.
Should I use EMV as my primary success metric?
EMV is excellent for benchmarking and stakeholder reporting, but don't rely on it alone. Combine it with engagement rate, reach, click-through data, and actual sales for a complete view of campaign performance.
How does EMV help with budget decisions?
Compare your EMV against your total creator spend. If you spent $5K on a campaign that generated $30K in EMV, that's a 6x media value return. This helps justify and grow your influencer marketing budget.