It is important when thinking about campaign effectiveness to make a clear delineation between what an advertiser and a podcast producer consider a conversion to be.
While an advertiser will likely consider a conversion a sale or service sign up, a podcast producer usually defines a conversion as a click-through. Content producers provide a shop window in which to promote an advertiser’s wares. As they have no control over the user experience once a listener arrives at an advertisers website, what that listener does from that point is really down to the advertiser and the level of conversion rate optimisation in place at their end.
As you can see from the above info, a conversion is defined as the ‘number of attributed website visitors a campaign received as a percentage of listeners reached’. To that degree, our focus is on providing as high a click-through rate as possible. To track this, we route you chosen campaign link through a redirect plugin on our website, which tracks the number of uses. This information is then provided, along with the total listens data, at the end of the campaign:
Additionally, we recommend advertisers provide either discount codes or custom URLs to help track traffic and/or conversions at their end. These can then be referenced during the ad and included in the episode descriptions.