How does attribution work when the devices and locations for listening and purchasing are different?
If a listener downloads an episode/ad on their home WiFi and purchases on their home WiFi, it is easy to IP-match directly.
If they purchase in a different location, Podscribe will look up their laptop/phone cookie ID, or their hashed email in our Tapad device graph. ~40% of the time Tapad can tell us their home IP address which we can then match to the IP address they downloaded the podcast with the ad on.
If they download the podcast off of home WiFi, then their results are typically modeled from in-home download performance. This guide has a few examples that may be useful.
Why are my conversions fractional?
Conversions and visits have decimals because of modeling. When modeling, we multiply the number of actual conversions we have on file by an ISP weight, which is the reciprocal of the percentage of impressions that we have from residential IPs. Sometimes the reciprocal can be a fraction, so the final conversion will be a fraction too.
For example: A brand gets 20 attributed purchases. The number of impressions from residential IPs is 47%. We will then multiply 20 by 1/0.47, which equals 2.13, to get a total conversion count of 42.6.
How does Podscribe evaluate the accuracy of its attribution methodology?
Podscribe compares pixel-based results with promo code, vanity URLs, and post-purchase survey data to triangulate our results.
How is Podscribe preparing for Chrome’s deprecation of 3rd party cookies?
Podscribe has long since transitioned away from 3rd party cookies. Our web tag sets a 1st party cookie, which will be unaffected by the change.
Additionally, we request when possible that clients include with conversion events 1st party data, specifically:
- hashed emails, which we have long seen a better match rate to household IPs
- mobile ad IDs (IDFA, GAID) for in-app events
These 1st party data points not only future-proof our methodology but also improve the accuracy of our methodology. We use hashed emails and mobile ad IDs to look up the converting user’s household IP in the Tapad device graph. This lets us match cross-IP conversions.
What mobile device partners (MMPs) does Podscribe work with?
Podscribe works with all major MMPs including: Adjust, Appsflyer, Kochava, Singular, and Segment.
Does Podscribe use a device graph?
Yes, Podscribe uses device graph partner, Tapad. Tapad is used when a conversion occurs on a different IP than the listener IP. When this happens, Podscribe passes Tapad the hashed email of the purchaser and Tapad will match the user's device to their home IP address where the listen occurred.
What is the Device Graph Match Rate to HH?
~40% depending on whether hashed emails are collected.
Does Podscribe support attribution on other channels besides podcasting?
Yes, Podscribe supports streaming and CTV attribution. Podscribe automatically merges exposures across channels into one holistic dashboard. Podscribe also supports simulcast reporting (next question).
Is Podscribe’s attribution supported internationally?
Yes, in most foreign countries.
What attribution models does Podscribe offer? First, Last, Multi-touch?
First, last, multi-touch linear to divide credit evenly, and multi-touch time-decay to favor more recent exposures. You can also assign your own weights from on all attributed conversions by using our Individual Conversions CSV export.
What conversion windows does Podscribe support?
Configurable from 0-60 days.
Does Podscribe offer podcast promotion tracking (SmartPromos)?
Yes.
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