Tips and tricks on techspot analytics/metrics for podcast

Tips and tricks on techspot analytics/metrics for podcast

Evaldas: Do you use any kind of analytics for your podcast?

Jason: Yes. I think the analytics that are most important to me would be — I mean, downloads is important, as far as audience size. I mean, everyone wants to see their audience kind of growing, right? Really, the best thing you can do is just look at relative downloads over time. Now, you kind of have to take a snapshot. So, it really shows when there’s going to be a spike in your downloads because you’ll see every subscribers that immediately download it.

But, I found that it takes 7 to 14 days to really get — and you know, a show continues to get downloads for the life of it. I mean, we have shows from years ago that people still download. But, if you take a snapshot, let’s say, two weeks or maybe even as much as 30 days after an episode is released, that gives you a pretty good idea of how big your audience is.

So, just pick a number, whether it’s 14 days or 30 days and go, “Okay, I’m going to release an episode, kind of watch how it grows over time, but then I’ll take a number at a certain point, and that’s, from episode to episode, you can kind of see because you’re going to see certain topics get downloaded a little bit more than others, and that tells you something, right? So, watching downloads is good.

I also think it’s important to have some kind of call to action on your podcast, and for us, that has always been to sign up for our email list. Podcasts are wonderful because people can listen to them at any point, and then like we said earlier, you can establish a really good relationship with the people. The downside is that people can listen to them at any point, and it’s really hard, let’s say, to sell something directly on a podcast.

So, that’s why we want to get them on an email list, where then we can follow up with them, build the relationship more, and put a link in the inbox when it’s time. And that’s how we get our customers. We don’t sell on our podcasts; we sell on the email list. The podcast feeds the email list. So, obviously, we want to track, “Okay, well how many leads do we get from our show over a given amount of time? What percentage of our audience tends to then — for however many downloads we have in a month, how many new leads do we get?”

Then you’re able to actually tie back — I mean, if you set up your analytics really well, you can even go to the point of tracking which sales of your products tie back to somebody who came to your show because of your podcast. Because if you have a unique URL with a unique form on it that people fill out and show in your email list, and that’s something you’ll only give out that particular URL on your show, well then you know which leads, which email addresses came because somebody listened to your show. Even if it’s days or weeks or months later, you can tie it back, and if you have the right systems to, “Oh, let’s see how many of our sales of this product resulted from leads that came because of the podcast.”

So, I think that’s another important metric to look at, because then you’re really trying what is our show worth to us, the time and resources and energy that we put into it. Then, I think, just in general, watching engagement, and that’s a really broad, little bit nebulous term because it can manifest in so many different ways. That might be that you’re getting unsolicited emails, “Hey, I love your show. Your show is so great. Thank you for your content. It’s really helped my life,” or maybe you have a Facebook page or a Facebook group.

In some ways, your audience replying back to you or engaging back with you around your content and telling you, giving you feedback, or even if you ask them for feedback, they give it to you because that connection with your audience is really, really, important to stay in line with what is it that attracts them and keeps them coming back and earns their trust.

So, those are three things that — and I can’t give a specific metric on, because again, it might depend on your show and your strategy and what you use, but some kind of engagement metric. So, downloads, leads resulting from the podcast, and then some kind of engagement metric to measure kind of the feedback from your audience. Those are the things I recommend paying close attention to.

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About Evaldas Miliauskas

Evaldas Miliauskas is the founder of CastSource - a startup that provides transcriptions designed for podcasts. He is a passionate podcaster listener, host, and a entrepreneur.

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