Earned media value

EMV turns impressions, likes, comments and shares into a dollar figure using assumed ad prices. Each vendor uses its own rates, so EMV numbers from different tools can’t be compared. Why it’s criticized: EMV measures attention, not sales. A post can have high EMV and sell nothing, and the dollar figure is money the brand never spent or earned. The alternative: measure attributed sales (orders credited to each creator’s tracked link or code), what you paid each creator, and the return on that spend. That’s what finance teams recognize.