Podcast attribution was stuck in radio-era methods.
Best practises include Vanity URLs, repeating the URL or promo code three times, offering financial incentives, adding a survey post-purchase, and applying an estimated multiplier.
Using these radio era methods can lead to many problems for campaign attribution. Using Vanity/Custom URLs can lead to undercounting, misattribution, and delayed results. You may have to give a financial incentive to engage the customer or you are training them to look for discounts with promo codes. By repeating these codes or Vanity URLs you are making ads longer and repetitive, detracting from the customer experience.
Pixel-based attribution is now available for podcasts. The advantages of pixel-based attribution are you can see the results in real-time and better understand the behaviour of your customers.
It works regardless of financial incentives, is scalable, and allows for a more enjoyable ad experience for the customer.
By placing a pixel in our podcasts and throughout the client’s website, we are able to see that our podcast campaigns have a serious impact on visit rate and return on ad spend for our clients.