Podcast Response Rate
0%
Projected Total Podcast Acquisitions
0
Multiplier
0X
CAC before Multiplier
$0
CAC with Multiplier
$0
How to use this multiplier calculator
The main inputs for the calculation of a multiplier are typically
metrics that a brand marketer or podcast agency already has at
their fingertips. They are:
-
The total number of HDYHAU survey respondents
-
The number of respondents who chose “Podcast”
-
The total number of customers acquired during the campaign
-
The total number of direct acquisitions—customers
who used the podcast coupon code or vanity URL
We've also added a section to input your total campaign spend. This
enables us to determine your Customer Acquisition Cost (CAC) both with
and without the use of a multiplier. It helps to illustrate the application
of the multiplier value across various other metrics.
Why podcast advertisers should use a multiplier
Assessing the effectiveness of advertising campaigns is essential for both brands and the agencies typically spearheading these efforts. Traditional click-based tracking methods often fail to provide a comprehensive view of a campaign's impact, **especially** in podcast advertising. This challenge is compounded by the evolving landscape of privacy regulations and restrictions on browser tracking, making accurate measurement increasingly difficult.
Podcasts offer an effective channel for brands to scale product awareness.
However, the critical moment of conversion—whether it occurs on the brand's
website or in an app—is often disconnected from the initial podcast engagement.
To bridge this gap and correctly attribute sales to podcast-driven efforts, brands have adopted the
strategy of using vanity URLs and promo codes. These tools can be
specifically linked to a particular podcast or even an individual
host-read advertisement, enabling a clearer understanding of the
podcast's impact on the purchase journey.
The issue with using vanity URLs and coupon codes lies in the
added friction they introduce. Requiring customers to
remember and manually enter these URLs or codes can complicate
the purchase process, resulting in lower usage rates
that may not accurately reflect the podcast's influence
on brand discovery. Furthermore, the effectiveness of
these methods is diminished when brands concurrently
offer similar discounts directly on their site,
rendering the special codes unnecessary. We see this constantly,
in Fairing customer data!
This is where the concept of the ‘multiplier’ becomes
invaluable. By sampling the customers that converted
during the podcast campaign, and extrapolating that
to the full set of customers, brands gain
two important metrics:
-
First, they are able to estimate how many
customers, in a world with perfect tracking,
actually came from their podcast campaign.
-
Second, they now have a multiplier value, which
allows the marketer to know the relevative difference in
tracking they're able to see when using discount codes and
vanity URLs vs self-reported survey attribution.
This multiplier can then be applied to other
metrics, such as CAC. If you have a podcast
multiplier of 3X, and a CAC for the campaign
of $30, you now can infer that the true CAC
of customers converted through the podcast
campaign was closer to $10, or $30 divided by 3x.
How a multiplier is calculated
In short, you survey the set of customers gained
in a campaign, extrapolate that to 100%, and then
divide the direct conversions by that extrapolated
amount. The multiplier answers the
question “how many more conversions did I get,
than what my coupon code suggests?”.
In numbers, it looks something like this:
% that chose "Podcasts"
x
Total # of Conversions
Number of Coupon Code Conversions
The critical role of HDYHAU data
HDYHAU surveys are a cornerstone for capturing
comprehensive campaign data. These surveys provide
a window into the customer's journey, revealing
how various channels, including influencer
marketing, podcasts, and platforms like TikTok,
contribute to your overall growth strategy. They help
demystify the indirect paths customers take before
converting, offering a clearer picture of your
campaign's reach and effectiveness.
By surveying a large sample of your customer set,
you’re able to accurately predict the amount that
truly was influenced by a podcast ad, instead of
relying on high-friction actions like coupon codes
or vanity URLs to determine the ROI on your campaign.
Practical applications outside of podcasts
Outside of the world of podcast advertising, the
multiplier has also been used to calculate the true
reach of influencer marketing campaigns, Out of Home
(OOH) advertising, or even direct mailers. Brands
have also started to use multipliers as a gut check
on ad platforms (like Meta) that have had the accuracy
of their attribution data curbed by the introduction
of iOS privacy changes and other privacy-focused legislation.
The formula is exactly the same—you’re using the multiplier
as a benchmark to understand the true impact of your
offline and hard-to-measure campaigns by simply asking
your customers “How did you hear about us?”.