Good UGC campaign reporting fits on one page and reads in three layers, in a fixed order: delivery (did the videos go up, on time), performance (did anyone watch, click or buy), and a creator scorecard (who earns the next brief). A team that reads those three layers every week can review a live campaign in about 15 minutes. A team that opens with total views usually spends an hour and still cannot say who to rebook, and both of those reports can contain exactly the same numbers.
If you have launched your first creator campaign and found yourself staring at a spreadsheet of views without knowing what to do next, this post is for you. Below is what to track weekly, in what order, what misleads, and how to turn the numbers into a rebooking decision.
The short answer
| Layer | What you track | The question it answers | Read it |
|---|---|---|---|
| 1. Delivery | Posted versus due, on time, revisions needed, open tasks | Is the campaign actually running? | First, every week |
| 2. Performance | Views, hold (watch time), clicks, installs or orders | Is the content doing its job? | Second, once enough videos are live |
| 3. Creator scorecard | Reliability, content quality, results | Who gets the next brief? | At the end of each cycle |
Two caveats before you screenshot that table.
First, the order matters more than the metrics. A campaign that is three videos behind has no performance to read yet, so a report that leads with views hides the real problem behind a number that looks fine.
Second, this post deliberately quotes no benchmark rates. Hold rates, click rates and conversion rates vary by platform, niche, product and audience, and most published "averages" do not say where they came from. Compare each creator against your own campaign, not against a number from someone else's. For what the published research does and does not show, see what kind of UGC converts.
What to track in UGC campaign reporting
1. Delivery: posted versus due
Start with the count. For each creator, how many videos were due this week, how many went up, and how many went up on the day they were due. Add two more columns: revisions needed (how many drafts came back for changes) and open tasks (account setup, a missing link in bio, a script not yet approved).
Delivery is the layer most reports skip and the one that explains most bad weeks. A creator who posts four days late has shifted their whole cadence, and on a posting program that usually shows up as weaker numbers later.
2. Performance: attention before action
Once videos are live, read performance from the top of the funnel down: views, then hold (average watch time or the share of viewers who stay past the first seconds), then clicks, then installs or orders. Each step tells you something different. Views say the platform showed it. Hold says the hook and the edit worked. Clicks and orders say the offer and the audience matched.
Read a creator's numbers across all their videos, not one at a time. A single video that travels is often luck; three videos in a row with strong hold is a creator who understands the format. What that looks like on TikTok specifically is in what UGC performs on TikTok.
3. Reliability: the first column of the scorecard
Reliability is delivery data, rolled up over the whole campaign: share of videos posted on time, how fast the creator answered messages, and how many revision rounds their drafts needed. It is the most predictive thing you can measure about a creator, because it is almost entirely in their control.
4. Content: hook and hold
The second column scores the work itself. Did the hook land in the first seconds? Did people keep watching? Did the creator follow the brief without making the video feel scripted? Score it against the other creators on the same brief, since they shot the same product for the same audience.
5. Results: what the videos actually drove
The third column is clicks, installs or orders per creator, from a tracked link or code. Keep this column honest about its limits: it is the most valuable signal and the least precise one.
Reliability is the only scorecard column a creator fully controls. A creator who posts on time with average numbers is a better rebook than a creator with one viral video and three missed deadlines, because you can build next month's plan on the first one.
What misleads in a UGC report
Two traps catch almost every first campaign.
Organic views are not sales. A video with a large view count can drive no orders at all, and a modest one can carry the campaign. Views tell you distribution worked; they do not tell you the content sold anything.
Attribution from short video is rough. People watch a video, close the app, and search for the brand two days later. Links and codes catch only part of that path, so per-creator results undercount, and they undercount unevenly. Use them to rank creators against each other, not as an exact return. The full method is in UGC ROI and attribution.
How to run the weekly UGC report
A workable approach, in order:
- Lay out one page. Top block: delivery (posted versus due, late, open tasks), one row per creator. Middle block: performance per creator (videos live, views, hold, clicks, orders). Bottom block: three lines of notes, what worked, what is stuck, what changes next week.
- Read delivery first (5 minutes). Chase every creator who is behind before you look at a single view count.
- Read performance second (5 minutes). Look for patterns across a creator's videos and across hooks, not for the single best video.
- Decide one change (5 minutes). One new hook to test, one creator to brief again, or one creator to pause. A weekly review that ends with no change was a status update.
- Score creators at the end of each cycle. Fill in the scorecard once per campaign cycle, not every week, so one good or bad week does not decide a rebooking.
A concrete example. A brand runs a four-week campaign with 10 creators, each due 2 videos a week, so 80 videos in total. At the end of the cycle, they score each creator out of 3 on reliability, content and results (9 points maximum):
- Creator A: posted 8 of 8 on time (3), strong hold on most videos (2), steady orders from their code (2): 7 of 9, rebook
- Creator B: posted 5 of 8, two late (1), one video that traveled widely (3), few orders (1): 5 of 9, rebook only with a stricter schedule
- Creator C: posted 8 of 8 on time (3), average hold (1), few orders (1): 5 of 9, rebook on a new hook before deciding
- Rule for the next cycle: rebook every creator at 6 or more, give creators at 4 or 5 one more brief with a specific change, and replace the rest
The point is not the exact scores. It is that the rebooking decision comes from three columns read together, not from whichever video got the most views. How to pick the creators who replace the ones you drop is in how to vet UGC creators.
UGC Campaign Reporting FAQ
What metrics matter for UGC campaigns?
Track delivery first (posted versus due, on time, revisions), then performance (views, hold, clicks, installs or orders). Use both to fill in a creator scorecard at the end of each cycle.
How often should you review UGC campaign metrics?
Review delivery and performance weekly, in about 15 minutes. Score creators for rebooking once per campaign cycle, so one unusual week does not decide it.
How do you decide which creators to work with again?
Score each creator on reliability, content quality and results, and rebook the ones who score well across all three. Reliability matters most, because it is the one a creator fully controls.
How do you measure UGC creator reliability?
Measure the share of videos posted on time, how quickly the creator replies, and how many revision rounds their drafts need. Roll it up over the whole campaign, not a single week.
Are views a good measure of UGC success?
Views show that a platform distributed the video, not that it sold anything. Read them alongside hold, clicks and orders before judging a creator.
How accurate is UGC attribution?
Links and codes catch only part of the path from a short video to a purchase, so per-creator results undercount. They are best used to rank creators against each other.
How Scouty fits
Most first campaigns do not fail on performance; they fail on delivery, because nobody is chasing the creators who are behind. Scouty is a creator and UGC marketing services company: our team plans the campaign, recruits creators against your brief, walks each one through the steps your campaign needs, follows up on unfinished tasks, and sends your team a morning summary of who posted and who is behind, so layer one of your report is already done when you open it. We then judge the program on customers (conversions, CAC, ROAS, time to convert), so the rebooking call rests on results, not view counts.
Pricing is scoped on a call, with no plans or subscriptions. The brand sets the rate, and creators keep 100% of the rate the brand sets. Scouty pays creators on your behalf, and each creator signs with your brand. You can see how we work at Scouty, or on tryscouty.com.
If you would rather have the weekly report filled in and the follow-ups handled for you, book a call and tell us about your program.
The scorecard and the worked example in this post are illustrative and do not describe a real brand's campaign. This post quotes no benchmark rates on purpose: compare creators against your own campaign data, which varies by platform, niche and product.
Published November 15, 2026 by The Scouty Team.