Influencer marketing is often judged by likes and comments, but those vanity metrics rarely translate into actual sales. Last quarter, we ran a $20k campaign with a mid-tier fitness influencer; engagement hit an all-time high, yet conversions barely moved. Is paying for reach alone a smart strategy, or should we focus on ROI from the start? I think many brands are fooled by flashy numbers, but I'm not entirely sure—has anyone seen influencer campaigns that genuinely drove revenue?