Use These 3 Measure Yo Adve Podc
tracking and information gath- ering tool) through its hosting provider. Then, you have to install one on your website. Together, the pixels will reveal the connec- tion between podcast downloads and visits or conversions on your site. You get a lot of detailed data with this strategy, but some podcasters may not agree to use pixel-based tracking because of privacy concerns. 2. Post-Checkout Surveys This is a tactic as old as time. When your customers sign up for your service or buy your product, simply ask them where they came from and make sure the podcasts you advertise on are options on the list. You can do this with an online survey or by incorporating it into your live sales process. According to Marketing Insider, 80%–90% of customers will complete this kind of survey, making it a pretty accu-
I f you’re not already adver- tising on podcast episodes, you might want to add it to your list of marketing strat- egies. According to a 2019 survey from Edison Research and Triton Digital, more than half of all Americans have listened to at least one podcast. That means over 167 million people have officially tuned in to audio shows, many of them dozens of times each month. That’s a pretty large demographic your company could (and probably should) be targeting.
But once you do advertise on a podcast, you’re faced with a different challenge: How do you measure your results? It turns out there are quite a few ways to track the bang you’re getting for your buck. Here are just three of them, ranked from the most effective to the least. 1. Pixel-Based Tracking This method requires a true partnership between the podcast and its advertisers. To make it work, the podcast publisher has to install a pixel (a tiny digital
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