Podcast attribution is quickly becoming the best way for podcast publishers to get an edge. With features like conversion tracking and in-depth listener data, publishers can glean actionable, useful insights to make their podcasts better. With conversion tracking, it’s easy to track conversions from ads to landing pages. Listener data shows you information about who’s engaging with your ad content, like their geographic location, listening device, browser, and much more.
It can’t be overstated how important it is to have podcast attribution data at your fingertips. As one of the fastest growing ways to reach an audience, podcasts need to give you the same useful in-depth metrics that other forms of advertising provide.
So, podcast attribution is important, but what are its benefits? And how does it benefit publishers? Read on to find out more.
Podcast Attribution Benefits for Publishers
As a podcast publisher, you obviously want to monetize. But, it might not always be easy to draw advertisers in. With podcast attribution working behind the scenes on your podcast, however, it can be easier to bring advertisers in and keep them happy. Here are some of the biggest benefits you can expect as a publisher:
Get Better Advertisers That Appreciate Data
When you have podcast attribution features for your advertisers, you’ll not only be able to bring in more advertisers, you’ll get better quality advertisers as well. Advertisers who want to spend are going to want to see how their advertisements are working and know how to make them better. With podcast attribution, they’ll be able to see exactly where that revenue is coming from. This lets them adjust their ads and it makes them feel more secure that they know where their money is going.
With the podcast attribution features Backtracks offers, you’re also able to provide 100% transparent advertising and ad spend ROI data with your advertisers. In-depth reporting tools makes it easy for you to share this data with them in easily digestible report formats. Best of all, listeners are also informed of the data being collected. Podcast advertising can be extremely effective without the need to collect personally identifiable data.
When you just have one or two advertisers, sending them some reports on their spends and revenues isn’t too much of a hassle. However, once that number grows, you’ll be spending inordinate amounts of time on manual reporting. Time that you could be spending elsewhere. When you have podcast attribution tools, your campaign reports can be automated and taken off your plate completely.
Backtracks specifically is able to provide verified data reporting and the ability to integrate your podcast reporting with Google Data Studio. In short, you’ll get in-depth, verified data and you’ll be able to easily organize it with your Google Data Studio report templates, seamlessly integrating podcast reporting with your current processes.
Make More Money
Of course, podcast attribution tools can also help increase your advertising revenue. With actionable insights and in-depth reports available to your advertisers, you’ll draw in more advertisers and they’ll want to spend more with you. Win-win.
Learn More About Your Audience and Provide them a Better Experience
Obviously, your attribution metrics are primarily going to be used by your advertisers to perfect their ad spend, but that doesn’t mean you won’t be able to benefit from it as well. By seeing what kind of advertising your audience responds to, you can learn more about their preferences and what makes them happy. Even though you need advertising to monetize your podcast, it doesn’t mean that you want your advertisements to annoy your listeners. Better, more custom ads are going to make your listeners happy, as well as your advertisers.
Happier Advertisers and Engaged Listeners?
All of the above benefits all add up to happier advertisers in general. As a podcast publisher, you want your advertisers to be happy. When you can provide them insights into ad conversions and listener data that make their advertisements better and provide them with more revenue, they’re going to be more satisfied with the relationship and want to continue serving ads on your podcast.
Podcast Attribution with Backtracks
Backtracks is a full-featured podcast analytics and advertising platform, with podcast attribution being one of our most useful and unique features. Traditionally, podcast analytics were difficult to track, but this isn’t the case anymore.
If you’re interested in the Backtracks podcast attribution tools, feel free to contact us to learn more.