What is Attribution?
Attribution is the process of tracking which marketing channel or specific ad caused a listener to download an episode or purchase a product.
Why Attribution Matters for Podcasters
In podcast advertising, attribution answers the question: 'Did this ad actually work?' Historically, this was difficult in podcasting due to the lack of cookies in RSS feeds. Attribution was largely done via 'vanity URLs' (e.g., website.com/promo) or checkout codes. However, modern podcast attribution has become more sophisticated with the rise of pixel tracking and prefix URLs provided by hosting platforms. These tools allow brands to see if a device that downloaded a podcast episode later visited the brand's website to make a purchase, even without a promo code. Accurate attribution is essential for sponsors to calculate their Return on Ad Spend (ROAS) and for podcasters to prove the value of their audience to advertisers.
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Audiogram
An audiogram is a short video clip that combines audio from your podcast with a visual waveform and your cover art, creating shareable social media content that promotes your show.
Waveform
A waveform is a visual representation of audio that shows the amplitude (loudness) of sound over time. In podcasting, waveforms are used in audiograms and editing software to visualize audio.
Show Notes
Show notes are written summaries or bullet points that accompany each podcast episode, typically including key topics, guest information, timestamps, and links to resources mentioned in the episode.
RSS Feed
An RSS feed is a standardized XML file that contains information about your podcast episodes, including titles, descriptions, audio file URLs, and publication dates. It's how podcast directories and apps discover and update your show.