Podcast analytics provide invaluable insights into listener trends, audience behavior, and the overall performance of your series; however, tracking can get confusing when trying to determine which podcast metrics actually matter.
In this article, we explore the podcast analytics that all podcasters should be monitoring to get an in-depth, accurate picture of your series' performance. With these insights, you'll be able to make informed decisions and maximize the effectiveness of your podcasting efforts.
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Downloads and unique listeners
Downloads and unique listeners provide insight into the overall reach and popularity of your podcast.
Downloads are likely one of the most commonly used podcast metrics but as the industry continues to push forward, we’re watching creators move away from downloads and toward unique listeners for a more accurate gauge of their podcast's popularity.
That's because, unlike downloads which count every play you've received on your podcast, unique listeners measure the number of individual devices (iPhone, computer, etc.) that have played your show. For example, if I played a podcast episode three times, it would be counted as three downloads but only one unique listener.
We suggest tracking downloads and unique listeners across all platforms at both a show and episode level. This will help identify trends and patterns, enabling you to optimize your content and distribution strategies.
CoHost, for instance, provides an episode breakdown where you can easily compare episode performance to see what content resonates with your audience. You can even get more granular and look at metrics including “downloads by location” and “downloads by time of day” to strategically plan releases and get more precise with your campaigns.
All data that can be tracked with downloads can also be filtered out to only measure unique listeners for the most accurate measure of audience size.
CoHost Tip: To get a better grasp of the podcast analytics terms you need to take your tracking to the next level, check out our Ultimate Podcast Analytics Dictionary.
Subscriber growth
Subscribers are dedicated listeners who are more likely to engage with your branded podcast regularly. Tracking the growth of your subscriber base allows you to assess the long-term success of your podcast and measure its impact on building a loyal audience.
To encourage listeners to subscribe, we suggest putting calls to action at the end of your podcast episodes. Plus, promoting your podcast across various channels like social media and your website also helps drive subscriber growth.
However, an important thing to remember is that just because someone is a subscriber doesn’t necessarily mean that they listened to an episode. Many apps will automatically download episodes from shows that you follow or subscribe to, but you’re not always hitting that play button.
Listener engagement and retention
Among the most crucial metrics for your podcast are listener engagement and retention metrics.
They let you know whether your content is resonating with your audience.
- Are people listening all the way through?
- How many are dropping off before the mid-way mark?
- Is there a particular segment that's missing the mark?
Engagement metrics go deeper to answer all the above questions and more. Here are some key points to track:
Consumption rate/average listening duration:
This metric helps determine how much of your episodes listeners are consuming. Analyzing the average listening duration can indicate whether your content is resonating with your audience or if there's room for improvement. We typically recommend you aim for a 75% or higher listening duration. You can find this metric in your CoHost dashboard.
Listener drop-off points:
Identifying specific points within your episodes where listeners tend to drop off can help you identify potential weaknesses in your content or delivery. Were there too many ads? Did the conversation stray too far off-topic? By understanding these drop-off points, you can make adjustments to captivate your audience throughout the entire episode.
Listener reviews:
Encouraging listener feedback and monitoring reviews provides qualitative insights into how your branded podcast is being received. Pay attention to constructive criticism and positive feedback to refine your podcast and tailor it to your audience's preferences.
Demographic data
When you venture into podcasting , you should have an ideal listener in mind, or in other words who you’re making the podcast for. Analyzing your listeners' demographic information will help you:
- Ensure you're reaching the right audience
- Tailor your episodes to your audiences' preferences and interests
- Enhance your sponsorship efforts with precise listener data
With CoHost's Advanced Audience Demographics, you can see crucial information about your listeners, like age, income, family members (including pets), social media habits, lifestyle types, and more - regardless of your current hosting setup.
B2B Analytics
CoHost’s B2B Analytics tool allows crators to see exactly what companies are listening to their show and identify valuable leads.
We designed this tool after identifying three major pain points people experience when releasing a podcast:
- They’re unable to see whether their podcast is reaching their target audience
- They can’t connect their podcast to marketing-qualified leads
- They have a hard time justifying the ROI of their podcast without the ability to track attribution and return
By understanding the companies that are listening to your podcast, creators can better understand the effectiveness of their audio strategy and finally measure podcast ROI.
CoHost's B2B Analytics offers competitive data on your podcast listeners and aids in lead generation efforts. Here’s how:
- Breakdown of companies listening: Get a detailed look at the companies who are tuning into your podcast at the show and episode level, including their industries, location, average company size, and average revenue breakdown.
- Episode summary page: Compare the top companies, industries, and company locations of each episode's unique audience.
- Identify collaboration opportunties: Export the list of companies who are tuning into your podcast to identify valuable prospects for guests and collaborations.
Like our Advanced Audience Demographics insights, creators can leverage B2B Analytics with the CoHost Prefix no matter their hosting provider.
Measuring the podcast analytics that matter
Measuring the success and impact of your podcast requires a thoughtful analysis of key metrics that go beyond basic download numbers.
Focus on unique listeners, subscribers, engagement, and conversion metrics to gain valuable insights into your podcast's performance and make informed decisions to improve its effectiveness.
By harnessing these podcast analytics, you can elevate your series and better allocate your time and resources. If you’re interested in learning more about podcast analytics and how to track your show's performance, reach out to our team!
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