You received money from a sponsor. Now what? How can you prove their investment made sense? Companies don’t want just a “thank you for the support” post on Facebook anymore. They want numbers. And you should have them. It isn’t hard — just track a few simple metrics. We’ll show you how, and include a calculator you can use right away.
What matters most to companies?
- Reach – how many people saw your message (logo, mention).
- Engagement – likes, comments, shares, clicks.
- Sales / conversions – how many people bought the sponsor’s product thanks to you.
- Image – how brand perception changed (surveys, sentiment in comments).
- Media value – what the equivalent advertising would have cost.
A simple table for your reports
| What you measure | How to find it | Example (fictitious) |
|---|---|---|
| Instagram reach | Instagram Insights (post / story impressions) | 5,000 impressions of the logo on one post |
| Engagement rate | (likes + comments + shares) / reach × 100 | (500+30+20) / 5,000 × 100 = 11% (excellent) |
| Click-throughs to sponsor website | Parameterized link (bit.ly, UTM) | 300 clicks from 5,000 impressions = 6% |
| Estimated media value | Reach × price per 1,000 impressions (CPM) in the medium | 5,000 × 200 Kč / 1,000 = 1,000 Kč |
If you really want to please the sponsor, add a short summary: “Thanks to your support we achieved 10,000 impressions and 15% engagement. The estimated media value is 3,000 Kč. We also gained 5 new customers for you.”
I send sponsors a simple PDF every three months — one page with the numbers and one short paragraph with the story. That’s why they happily come back to me.
Karolína, blogger
A beginner’s ROI calculator
No complicated math needed. Watch three numbers: how much you received from the sponsor (A), the media value you generated for them (B), and whether B ≥ A. If yes, the sponsor was in the black. If not, but they see long‑term potential in the partnership, they may stay — and you can improve next time.
Conclusion — turn a one‑off donor into a steady partner
Those who can show results keep sponsors. Try our simple calculator and attach it to your next report. You’ll see that next time you won’t be asking — you’ll be offering, and that puts you in a completely different position.
Author: Sponza editorial team
Photograph: (illustrative – person with numbers and a tablet)
