{"id":61344,"date":"2025-06-02T09:00:00","date_gmt":"2025-06-02T08:00:00","guid":{"rendered":"https:\/\/www.thepodcasthost.com\/?p=61344"},"modified":"2025-05-29T07:32:07","modified_gmt":"2025-05-29T06:32:07","slug":"4-easy-ways-to-track-podcast-sponsor-impact","status":"publish","type":"post","link":"https:\/\/www.thepodcasthost.com\/monetisation\/4-easy-ways-to-track-podcast-sponsor-impact\/","title":{"rendered":"4 Easy Ways to Track Podcast Sponsor Impact: Just CLAP!"},"content":{"rendered":"\n<p>We sponsored some podcasts recently as a bit of a growth experiment. During the idea stage, one of the discussions we had was, &ldquo;How will we know if it&rsquo;s working?&rdquo;<\/p>\n\n\n    <style>\r\n        .wpj-jtoc.--jtoc-theme-basic-light.--jtoc-has-custom-styles {\r\n            --jtoc-numeration-suffix: \". \";\n--jtoc-numeration-color: #adadad;\n        }\r\n\r\n            <\/style>\r\n\r\n\r\n\r\n<div id=\"wpj-jtoc\" class=\"wpj-jtoc wpj-jtoc--main --jtoc-the-content --jtoc-theme-basic-light --jtoc-title-align-left --jtoc-toggle-icon --jtoc-toggle-position-right --jtoc-toggle-1 --jtoc-has-numeration --jtoc-has-custom-styles --jtoc-is-unfolded\" >\r\n\r\n    \r\n    <!-- TOC -->\r\n    <div class=\"wpj-jtoc--toc \">\r\n                                <div class=\"wpj-jtoc--header\">\r\n                <div class=\"wpj-jtoc--header-main\">\r\n                                        <div class=\"wpj-jtoc--title\">\r\n                        <span class=\"wpj-jtoc--title-label\">Table of contents<\/span>\r\n                    <\/div>\r\n                                                                <div class=\"wpj-jtoc--toggle-wrap\">\r\n                                                                                                                    <div class=\"wpj-jtoc--toggle-box\">\r\n                                    <div class=\"wpj-jtoc--toggle\"><\/div>\r\n                                <\/div>\r\n                                                    <\/div>\r\n                                    <\/div>\r\n            <\/div>\r\n                            <div class=\"wpj-jtoc--body\">\r\n                        <nav class=\"wpj-jtoc--nav\">\r\n                <ol class=\"wpj-jtoc--items\"><li class=\"wpj-jtoc--item --jtoc-h2\">\r\n        <div class=\"wpj-jtoc--item-content\" data-depth=\"2\">\r\n                <a href=\"#h-c-l-a-p\" title=\"The C.L.A.P Framework\" data-numeration=\"1\">The C.L.A.P Framework<\/a>\r\n                    <\/div> <\/li><li class=\"wpj-jtoc--item --jtoc-h2\">\r\n        <div class=\"wpj-jtoc--item-content\" data-depth=\"2\">\r\n                <a href=\"#h-1-c-codes\" title=\"Codes\" data-numeration=\"2\">Codes<\/a>\r\n                    <\/div> <\/li><li class=\"wpj-jtoc--item --jtoc-h2\">\r\n        <div class=\"wpj-jtoc--item-content\" data-depth=\"2\">\r\n                <a href=\"#h-2-l-landing-pages\" title=\"Landing Pages\" data-numeration=\"3\">Landing Pages<\/a>\r\n                    <\/div> <\/li><li class=\"wpj-jtoc--item --jtoc-h2\">\r\n        <div class=\"wpj-jtoc--item-content\" data-depth=\"2\">\r\n                <a href=\"#h-3-a-attribution-polls\" title=\"Attribution Polls\" data-numeration=\"4\">Attribution Polls<\/a>\r\n                    <\/div> <\/li><li class=\"wpj-jtoc--item --jtoc-h2\">\r\n        <div class=\"wpj-jtoc--item-content\" data-depth=\"2\">\r\n                <a href=\"#h-4-p-p-arameters-utms\" title=\"Parameters (UTMs)\" data-numeration=\"5\">Parameters (UTMs)<\/a>\r\n                    <\/div> <\/li><li class=\"wpj-jtoc--item --jtoc-h2\">\r\n        <div class=\"wpj-jtoc--item-content\" data-depth=\"2\">\r\n                <a href=\"#h-tracking-podcast-sponsor-impact\" title=\"Tracking Podcast Sponsor Impact\" data-numeration=\"6\">Tracking Podcast Sponsor Impact<\/a>\r\n                    <\/div> <\/li><\/ol>            <\/nav>\r\n                    <\/div>\r\n    <\/div>\r\n<\/div>\r\n\n\n\n<p>Podcast sponsorship as a whole <em>can <\/em>be a very effective form of advertising. In fact, when done well, it&rsquo;s probably the best.<\/p>\n\n\n\n<p>Acast&rsquo;s 2023&nbsp;<a href=\"https:\/\/podnews.net\/press-release\/acast-spain-survey-2023\" target=\"_blank\">Spanish listener survey<\/a> revealed that 97% of listeners have a positive perception of brands advertised on podcasts.<\/p>\n\n\n\n<p>I&rsquo;ve also literally just finished reading <a href=\"https:\/\/soundsprofitable.com\/article\/podcast-advertising-anomaly\/\" target=\"_blank\" rel=\"noreferrer noopener\">a piece by Tom Webster of Sounds Profitable<\/a> that I thought would be worth quoting here. <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&nbsp;<strong>86% of ad-supported podcast listeners recalled seeing or hearing an advertisement in the past week.<\/strong>&nbsp;That&rsquo;s not just a robust number&mdash;that&rsquo;s the highest recall rate of&nbsp;<strong>any measured ad-supported medium in this study<\/strong>.<\/p>\n<\/blockquote>\n\n\n\n<p>So, if you&rsquo;re going to run any kind of ad, a podcast is obviously a decent place to do it. <\/p>\n\n\n\n<p><strong>But, when you sponsor a podcast, how can you prove that it has &ldquo;worked&rdquo;?<\/strong><\/p>\n\n\n\n<p>After all, increased sales, sign-ups, or downloads might be purely a coincidence. Or, the result of some other tactic. You might even be sponsoring multiple shows at once &ndash; how do you know which one is the most effective?<\/p>\n\n\n\n<p>Tracking the effectiveness of podcast sponsors isn&rsquo;t watertight, but there are a few easy ways to build a picture. Let&rsquo;s package them into a tenuous acronym or framework for no other reason than my own personal amusement.<\/p>\n\n\n\n<p>If you&rsquo;re happy and you know it&hellip; <\/p>\n\n\n\n<h2 class=\"wp-block-heading \" id=\"h-c-l-a-p\">C.L.A.P<\/h2>\n\n\n\n<p>&hellip; your&hellip; brands? &#129335;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>C &ndash; Codes<\/strong><\/li>\n\n\n\n<li><strong>L &ndash; Landing Pages<\/strong><\/li>\n\n\n\n<li><strong>A &ndash; Attribution Polls<\/strong><\/li>\n\n\n\n<li><strong>P &ndash; Parameters (UTMs)<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Alright, let&rsquo;s get into them&hellip;<\/p>\n\n\n\n<h2 class=\"wp-block-heading \" id=\"h-1-c-codes\">1. C &ndash; Codes<\/h2>\n\n\n\n<p>If you literally sell stuff &ndash; anything from coaching and courses, to books and beyond &ndash; then you can simply create a discount code relevant to the show you&rsquo;re sponsoring. For example, &ldquo;use coupon code PODCRAFT10 to save 10% at checkout.&rdquo;<\/p>\n\n\n\n<p>If you don&rsquo;t want to discount your prices, set up this code to incentivise something extra instead. Are there any bonus resources you can add to your offering?<\/p>\n\n\n\n<p>The bottom line is that these codes are highly trackable. You&rsquo;ll know exactly how many people took action on the ad, and exactly where they came from.<\/p>\n\n\n\n<h2 class=\"wp-block-heading \" id=\"h-2-l-landing-pages\">2. <strong>L &ndash; <\/strong>Landing Pages<\/h2>\n\n\n\n<p>You might create a special landing page for listeners of the podcast and give it a memorable URL. Or, you could simply make the memorable URL as a redirect link (using a tool like <a href=\"https:\/\/www.thepodcasthost.com\/prettylink\" target=\"_blank\" rel=\"noreferrer noopener\">PrettyLinks<\/a>) and point it to your main landing page.<\/p>\n\n\n\n<p>Either way, you can track metrics and get a decent gauge of how effective the ad has been. But then again, not all listeners will type in these special links. So here&rsquo;s another option&hellip; <\/p>\n\n\n\n<h2 class=\"wp-block-heading \" id=\"h-3-a-attribution-polls\">3. A &ndash; Attribution Polls<\/h2>\n\n\n\n<p>Sometimes, listeners hear an ad on a podcast but are unable to take action in the moment. Later, they might search for the product or service on Google, and any attribution to the podcaster seems lost.<\/p>\n\n\n\n<p>Well, not quite. If you add a &ldquo;how did you hear about us?&rdquo; poll to your website or checkout, credit can still be assigned!<\/p>\n\n\n\n<h2 class=\"wp-block-heading \" id=\"h-4-p-p-arameters-utms\">4. P &ndash; P<strong>arameters (UTMs)<\/strong><\/h2>\n\n\n\n<p>UTM stands for &ndash; believe it or not &ndash; Urchin Tracking Module. So you really <em>can <\/em>enlist the help of urchins without becoming a Dickensian sweatshop owner. <\/p>\n\n\n\n<p>With podcast sponsorship, you&rsquo;re not <em>totally<\/em> reliant on folks hearing a link being read out. &ldquo;All links in the shownotes&rdquo; is a common phrase amongst podcasters. So when you sponsor a podcast, give the host a UTM link to insert into accompanying shownotes and blog posts. <\/p>\n\n\n\n<p>You can easily make UTM links for free using this <a href=\"https:\/\/ga-dev-tools.google\/campaign-url-builder\/\" target=\"_blank\" rel=\"noreferrer noopener\">Campaign URL Builder tool<\/a>. Here&rsquo;s what they look like:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong><strong>https:\/\/www.<\/strong>alitu.com?utm_source=thepodcasthost&amp;utm_medium=blog&amp;utm_campaign=podcast-sponsor-tracking-tips<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>Definitely not one for reading out on air, eh? But you can get much more nuanced with these across multiple different pages and posts than you could with a simple shortlink. <\/p>\n\n\n\n<h2 class=\"wp-block-heading \" id=\"h-tracking-podcast-sponsor-impact\">Tracking Podcast Sponsor Impact<\/h2>\n\n\n\n<p>If you&rsquo;re spending money on marketing, you want to make sure it&rsquo;s working, and if it&rsquo;s working, you&rsquo;ll probably want to do more of it.<\/p>\n\n\n\n<p>Hopefully, these tips for easily tracking podcast sponsor impact will help you keep your finger on the pulse of your ad-based ventures. Employing some or all of these will likely help you build the most accurate picture &ndash; there&rsquo;s definitely no need to stick to one and be done with it.  <\/p>\n\n\n\n<p>And of course, there&rsquo;s more to podcast sponsorship than simply tracking its effectiveness. In our full guide to <a href=\"https:\/\/www.thepodcasthost.com\/monetisation\/should-i-sponsor-a-podcast\/\">sponsoring a podcast<\/a>, you&rsquo;ll find info on costs, along with additional tips, tactics, and best practices to set up and optimise these partnerships.<\/p>\n\n\n\n<p>I should really round this off with a callback to &ldquo;the CLAP&rdquo;, but I won&rsquo;t give you the satisfaction. Stop laughing up the back&hellip; we&rsquo;re done for the day!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When you sponsor a podcast, how can you prove that it has &#8220;worked&#8221;? The CLAP framework can help. No laughing up the back, please!<\/p>\n","protected":false},"author":7,"featured_media":61478,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[134],"tags":[],"coauthors":[11646],"class_list":["post-61344","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-monetisation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4 Easy Ways to Track Podcast Sponsor Impact: Just CLAP!<\/title>\n<meta name=\"description\" content=\"When you sponsor a podcast, how can you prove that it has &quot;worked&quot;? The CLAP framework can help. 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