What Every Advertiser and Podcast Publisher Needs to Know about Podcast Metrics

Considering Advertising in Podcasts, or Already Running Podcast Ads?

Here are the Metrics You Need to Know.

Let's face it.  Podcast metrics are confusing:  unique downloads, total downloads, podcast impressions, server log files, raw hits, iTunes rank,... The list goes on…  presented differently in each proposal, leaving advertisers the daunting task of figuring it all out.


If you’re an advertiser considering podcasting or you’re already running ads in podcasts, then having accurate metrics for ad planning and ad delivery are key to understanding your campaign's success.  

And if you're a podcast publisher, understanding and having access to the metrics that best support advertisers is important for your business.

What Every Advertiser and Publisher Needs to Know About Podcast Metrics, a white paper from Podtrac, breaks down and explains which metrics advertisers and publishers can trust, and which metrics are inaccurate or misleading.  So you'll have the knowledge you need to smartly plan and accurately count your first (or next) podcast ad campaign.

White paper summary

With the recent proliferation of ad networks, ad serving companies and podcast publishers, it can be difficult to know which podcast metrics are valid and which are not.  In this white paper, Podtrac brings over 10 years of experience in measuring podcasts to answer key questions such as:

  • Which metrics are helpful and available for planning a podcast campaign?
  • Which metrics are helpful and available for counting ad delivery?
  • Which metrics are inaccurate or misleading?
  • How do metrics affect pricing?

You’ll learn:

  • The one key metric you should always look for when choosing podcasts for your campaign
  • How to interpret ad delivery  for both “live read” or auto-inserted ads
  • The 9 inaccurate and misleading measures of podcast audiences that you should avoid
  • Why a low CPM is often the result of inaccurate or misleading metrics
  • Why podcast CPMs can range widely from one publisher to the next
  • Why a free and open service that provides accurate measurement and transparency to podcasting for publishers, talent and advertisers is the best way to move the industry forward  
  • What you can do to support accuracy in the podcast industry.