Attribution refers to the process of determining which marketing efforts are most effective in driving a desired outcome by directly tying (or attributing) a given outcome back to a specific source or action.
In the world of podcasting, attribution is most relevant in two situations.
For podcast creators, attribution helps determine the effect their various marketing efforts have on growing their audience by highlighting which strategies, tactics, or marketing channels are leading to increased listenership or engagement.
For podcast advertisers, attribution helps determine the effectiveness their ads have in driving a desired outcome such as a product purchase.
How to Track Attribution for Your Podcast Marketing Efforts
There are several different approaches to attribution in podcasting, and the most common method is to use trackable links such as Chartable’s SmartLinks.
These links allow podcasters to track the number of clicks and conversions that their marketing efforts generate on the podcasting platform.
By analyzing this data, podcast creators can determine which marketing channels, such as social media, paid advertising, or email marketing, are driving the most engagement and conversions. This information is crucial for podcasters who want to optimize their marketing efforts and allocate their budget effectively.
Another common approach to attribution in podcasting is to use tracking software, such as Google Analytics.
This software allows podcasters to track the number of conversions and sales that their marketing efforts generate, as well as other important metrics, such as traffic and engagement.
By analyzing this data, podcasters can better understand the impact of their marketing efforts on the podcasting platform and optimize their strategy accordingly.
Anecdotal Attribution Methods
In addition to trackable links and tracking software, there are several other methods that podcasters can use to measure the effectiveness of their marketing efforts.
For example, podcasters can use listener surveys, polls, and listener interviews to gather feedback from listeners about their experience with the podcast, and they can use this information to optimize their marketing strategy.
Ultimately, the key to growing a podcast is to understand which marketing efforts are most effective in driving engagement and conversions.
Attribution is an important part of this process, as it allows podcasters to identify the most effective marketing channels and allocate their budget accordingly.
By understanding the impact of their marketing efforts on the podcasting platform, podcasters can optimize their strategy and drive better results.