What is Attribution?
Attribution in podcast advertising is the process of connecting listener actions—such as website visits, app downloads, or purchases—back to specific podcast ads they heard. Because podcasts are often consumed offline and across multiple devices, attribution presents unique challenges compared to digital display or video advertising.
Common Attribution Methods:
1. Promo Codes Custom discount codes mentioned in ads (e.g., "Use code PODCAST20 for 20% off"). When listeners use the code at checkout, the conversion is attributed to the podcast.
2. Vanity URLs Memorable custom URLs mentioned in ads (e.g., "Visit example.com/podcastname"). These redirect to the main site while tracking the source.
3. Pixel-Based Attribution Tracking pixels placed on advertiser websites that match against a database of podcast listeners, using IP addresses and device fingerprinting to identify exposed users.
4. Survey-Based Attribution Post-purchase surveys asking "How did you hear about us?" with podcast as an option. Simple but relies on listener recall.
5. Brand Lift Studies Controlled studies comparing brand awareness, consideration, and purchase intent between exposed and unexposed audiences.
6. Household-Level Matching Advanced attribution matching podcast downloads to household IP addresses, then tracking conversions from any device in that household.
Attribution Windows: Most podcast attribution uses extended windows (14-30 days) because listeners may not act immediately after hearing an ad. Unlike click-based digital ads, podcast attribution must account for the delayed response typical of audio advertising.
Why It Matters
Attribution is critical for the podcast advertising ecosystem:
For Podcasters:
- Higher CPMs: Shows with proven attribution data can command premium ad rates
- Sponsor Retention: Demonstrating ROI keeps sponsors renewing campaigns
- Negotiating Power: Hard data beats anecdotes when discussing rates
- Content Insights: Learn which episodes and ad placements drive the most conversions
For Advertisers:
- Budget Justification: Prove podcast spend delivers measurable returns
- Campaign Optimization: Identify top-performing shows, episodes, and ad formats
- Creative Testing: Compare performance of different ad reads and messaging
- Channel Comparison: Evaluate podcasts against other marketing channels
The Attribution Challenge: Podcast attribution is inherently harder than web advertising because:
- Episodes are downloaded and played offline
- No clickable links in audio
- Listeners use multiple devices
- Consumption is passive (driving, exercising)
- Response is often delayed by days or weeks
Despite these challenges, podcast advertising consistently shows strong performance. Studies indicate podcast ads drive 4.4x better brand recall than display ads, and listeners are more likely to trust host-read recommendations.
How to Use This in Dispatch
While Dispatch focuses on hosting and analytics rather than ad attribution, here is how to set up effective attribution for your sponsors:
Promo Codes:
- Request unique codes from sponsors for your show
- Mention the code clearly and repeat it
- Include the code in your episode show notes
Vanity URLs:
- Ask sponsors to create a custom URL for your show
- Keep it short and memorable (sponsor.com/yourshow)
- Add the link to your show notes for listeners who want to click
Pixel Attribution Partners: Work with podcast attribution platforms like Podscribe, Chartable, or Podsights that can provide pixel-based measurement for your sponsors.
Tracking in Show Notes: Always include trackable links in your episode descriptions so listeners who visit your website can click through with proper UTM parameters.