Introduction
Most podcasters measure success in one number: downloads.
But downloads don’t tell the whole story.
They can’t show you who stayed to the end, who took action, or who turned into a customer.
If you want your podcast to grow revenue—not just vanity metrics—you need to track what actually moves the business forward.
This post is about the metrics that matter—and how to interpret them.
Step 1: Understand the Limitations of Downloads
Downloads are a visibility metric. They tell you:
How many times your episode was requested
How effectively your promotion worked
How appealing your titles are
But they don’t tell you:
Who listened past the first five minutes
Whether listeners trust you
If your content is leading to sales
Downloads are important—but not sufficient.
Step 2: Track Listener Retention
Retention shows how engaging your content is.
Key questions:
What percentage of each episode gets played?
Where do most listeners drop off?
Are some formats (interviews, solo episodes) keeping attention longer?
Platforms like Apple Podcasts and Spotify provide retention graphs you can review.
Aim to improve this over time—it’s a leading indicator of trust.
Step 3: Measure Engagement, Not Just Reach
Engagement shows whether your audience cares enough to act.
Examples:
Direct messages or emails mentioning your episodes
Social media shares or tags
Comments and discussions in your community
If you see consistent engagement, you’re building connection—something downloads alone can’t measure.
Step 4: Monitor Website Traffic and Opt-Ins
Your podcast should drive listeners somewhere.
Review:
How many website visits come from podcast links?
Are people downloading your lead magnets?
What percentage of new email subscribers mention your show?
This data connects content to revenue potential.
Step 5: Track Conversion to Offers
This is the most critical metric if you sell products or services.
Ask:
How many leads cite the podcast as their entry point?
What percentage of podcast listeners buy?
Are podcast-driven leads converting faster or at higher rates?
Set up simple tracking—unique URLs, coupon codes, or tagged email opt-ins—to measure conversions accurately.
Step 6: Evaluate Reviews and Ratings
Ratings and reviews don’t always drive revenue directly, but they do:
Boost credibility
Encourage new listeners to give you a chance
Improve visibility in podcast directories
Track trends over time. A steady stream of positive feedback signals that your message is resonating.
Step 7: Compare Episode Performance
Not every episode will perform equally. That’s an opportunity.
Review:
Which topics consistently perform best?
What formats get the most engagement?
Do certain calls to action drive more conversions?
Use this data to inform your content calendar.
Step 8: Create a Simple Reporting System
Don’t overcomplicate your tracking.
Monthly, capture:
Total downloads
Listener retention averages
Top 3 traffic sources to your site
Opt-ins and conversions from podcast listeners
Reviews and audience feedback
A basic dashboard or spreadsheet is enough to spot patterns.
Final Thought
Podcast success isn’t about chasing big download numbers.
It’s about creating content that builds trust, drives action, and grows your business.
Measure what matters—and let the rest be noise.
— Sloane MacRae
