![]() Over the years hosting providers have built Analytics Prefixes into their platforms. ![]() This is how your podcasting host can measure downloads. When a user downloads a podcast episode on the Apple Podcast app they aren’t downloading the episode from Apple instead, they are downloading it from the podcast’s hosting provider. It's useful for us to explain both, as we will reference both extensively below. Podsights works primarily from IP and User Agents. Podcast players don’t pass any unique identifier, so instead Podsights relies on many signals to statistically attribute downloads to visits. There are no unique identifiers in podcasting which is why attribution is hard. It’s a unique identifier to your device that never changes unless the user resets it or reinstalls the OS.įacebook/Google use cookies and MAIDs to attribute the success of your advertising on their platforms. On mobile apps, developers use mobile advertising identifiers (MAID) to replicate cookies. Every time a user logs on to a site a cookie is placed to identify that device. Most digital tracking is based on cookies, small identifiers saved on the user’s web browser that are passed to a server on every request. There are two pieces: Analytics Prefix and Pixel. Podsights is remarkably easy to integrate into your current and future podcast campaigns. This guide outlines how Podsights collects data and how we use it to make sense of podcast advertising. Podcast advertising works, but without proper measurement, it’s impossible to know its impact. Because of this, fewer than 50% of all brands return for a second podcast campaign. All rely on the user telling the brand that they listened to the podcast. They use tools like discount codes, custom URLs or surveys. It sits somewhere between knowing nothing about the user and knowing everything, which is comforting in the time of privacy invasion, but unsatisfying to marketers looking to make purchasing decisions.įor podcast advertising, marketers have extremely limited data on the performance of their campaigns. Unlike radio advertising, we do get the listener's IP and User Agent on every download. Unlike digital advertising, there are no cookies or unique identifiers to match a user to an action. Of the ten podcasts I advertised on, which drove the most purchases?.How many leads did I get from advertising on a podcast?.Podsights' goal is to squeeze as much information out of this data to give you, the marketer, more clarity. What that means is we strive to help marketers understand the effects of buying advertising on podcasts. Podsights is a marketing attribution platform for podcast advertising.
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