Introduction
In the ever-changing world of podcast growth, understanding and measuring listener engagement and growth is crucial for any marketing strategy. One innovative approach to tracking this is through PodRoll conversions, a metric that helps podcasters understand how effectively they are converting one-time listeners into regular audience members. This article will explore what PodRoll conversions are, how they are measured, and why they are essential for podcasters looking to expand their listener base.
What Are PodRoll Conversions?
A conversion occurs when a listener who downloaded an episode through a feed drop comes back to your podcast feed organically and downloads more episodes. Each conversion is a download from any listener who previously downloaded the feed drop episode.
Requirement for PodRoll Conversion Tracking
For a PodRoll campaign to calculate conversion rates, the PodRoll Buyer's prefix must be added to the podcast feed. This prefix is crucial as it monitors all activity on the feed to determine if any of the listeners who downloaded the PodRoll version of an episode on someone else's feed return to the original feed. Without this prefix, tracking and attributing conversions correctly would be impossible. Please refer to the following article for more information on how to add the Buyer's prefix in your hosting platform.
PodRoll Prefix Links
How PodRoll Conversions Are Tracked
The tracking process starts by integrating the prefix link into the podcast's hosting platform. This link monitors listener interactions with the promoted feed over six weeks to gather data on their listening habits. This method allows podcasters to see not just initial listener numbers from the PodRoll campaign directly, but more importantly, if these listeners come back for more episodes without direct promotion on another podcast's feed.
Calculating the Conversion Percentage
The conversion percentage is calculate by totaling all organic downloads on the feed from a listener that was originally presented a PodRoll feed drop and dividing by the total number of downloads attributed from the PodRoll campaign directly. The PodRoll system tracks conversions for each campaign for 6 weeks after the last delivery. The conversion rate is calculated once per night. On days with high delivery volumes for a PodRoll campaign, it's common to see the conversion rate decline initially, as the system has not yet updated to reflect the new conversions. Therefore, we recommend waiting at least five days after the campaign concludes to start evaluating its success.
Importance of the Conversion Percentage
The conversion percentage is not just a number; it's a reflection of listener loyalty and interest. A rising conversion rate after a campaign ends indicates that the promotional strategies employed are effective in attracting listeners who find the content engaging enough to stick around. This continued engagement is essential for any podcast looking to build and sustain a dedicated marketing strategy.
Implications of PodRoll Conversions
Audience Growth: A high conversion rate implies that the podcast is successfully turning new listeners into regular ones, crucial for long-term growth.
Content Strategy: Analyzing conversion rates can provide valuable insights into which types of content resonates most with listeners, helping to tailor episode selections for future PodRoll campaigns.
Advertising and Monetization: Podcasts with high conversion rates are indicative of entertaining and valuable content. Episodes that garner a high conversion rate from a PodRoll campaign are more valuable to advertisers as they clearly attract listeners and drive engagement.
Conclusion
PodRoll conversions offer a transparent way to gauge the effectiveness of podcast promotional strategies and understand audience behavior. By focusing on how many listeners a podcast can convert into regulars, podcasters can more accurately measure the impact of their marketing budget and refine future campaigns.