Podcast Multiplier Calculator

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0-2.609-1.0744-2.609-1.0744l.4622-1.5271s.9074.7791 1.6731.7791c.5004 0 .7039-.394.7039-.6818 0-1.1906-1.952-1.2437-1.952-3.2002 0-1.6466 1.1818-3.2401 3.5676-3.2401.9193 0 1.3734.2633 1.3734.2633Z"/> </svg> <span> Shopify </span> </a> <a href="/platforms/commerce-cloud" class="flex items-center gap-2 px-2 py-1 rounded-md hover:bg-gray-100">  <svg class="h-5 w-5 mr-1" xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 20 20"> <path fill="#FCFEF5" d="M16.6667 0H3.3333C1.4923 0 0 1.4924 0 3.3333v13.3334C0 18.5076 1.4924 20 3.3333 20h13.3334C18.5076 20 20 18.5076 20 16.6667V3.3333C20 1.4923 18.5076 0 16.6667 0Z"/> <path fill="#00A1E0" d="M8.6582 5.641c.516-.5353 1.2345-.8673 2.029-.8673 1.0562 0 1.9776.5864 2.4684 1.457a3.4234 3.4234 0 0 1 1.3951-.2953C16.4556 5.9354 18 7.4864 18 9.3997c0 1.9135-1.5444 3.4646-3.4493 3.4646a3.4301 3.4301 0 0 1-.6795-.0674c-.4321.7675-1.2556 1.2861-2.2008 1.2861-.3956 0-.7699-.091-1.1031-.2528-.4381 1.0259-1.4587 1.7453-2.6482 1.7453-1.2388 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0-.3.0472-.3927.1402-.0923.0926-.155.2336-.1865.419l-.0114.0624h-.2105s-.0256-.001-.0311.0267l-.0344.1923c-.0025.0181.0055.0297.0301.0297h.2049l-.2078 1.1555c-.0162.0931-.0349.1696-.0557.2276-.0203.0572-.0401.1001-.0647.1314-.0237.03-.046.0522-.0848.0652a.3482.3482 0 0 1-.1092.0156.4072.4072 0 0 1-.0743-.0082.217.217 0 0 1-.0501-.0161s-.0239-.009-.0335.0148a32.0176 32.0176 0 0 0-.0688.1877c-.0064.0183.0027.0326.0143.0369a.7554.7554 0 0 0 .0848.0248c.0515.012.095.0127.1358.0127.0853 0 .1632-.012.2277-.0352.0648-.0234.1213-.064.1714-.1189.054-.0595.088-.1216.1204-.2067.0321-.084.0597-.1884.0816-.31l.209-1.1771h.3054s.0257.0009.031-.027l.0346-.192c.0023-.0184-.0054-.0297-.0303-.0297h-.2965c.0016-.0066.015-.1105.049-.2083.0146-.0416.0419-.0754.0649-.0985a.196.196 0 0 1 .0778-.0481.3239.3239 0 0 1 .0996-.0141.3904.3904 0 0 1 .0761.0075.55.55 0 0 1 .0474.0116c.0303.009.0344.0002.0404-.0143l.0709-.1938c.0072-.021-.0108-.0298-.0171-.0323Zm-4.143 1.997c0 .0155-.0112.028-.0267.028h-.246c-.0155 0-.0264-.0125-.0264-.028V8.3756c0-.0154.011-.0279.0265-.0279h.2459c.0155 0 .0266.0125.0266.028v1.9706Z"/> </svg>  <span> Commerce Cloud </span> </a> <a href="/platforms/woocommerce" class="flex items-center gap-2 px-2 py-1 rounded-md hover:bg-gray-100">  <svg class="h-5 w-5 mr-1 text-gray-200" xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 20 20"> <g clip-path="url(#a)"> <path fill="#FCFEF5" d="M16.6667 0H3.3333C1.4923 0 0 1.4924 0 3.3333v13.3334C0 18.5076 1.4924 20 3.3333 20h13.3334C18.5076 20 20 18.5076 20 16.6667V3.3333C20 1.4923 18.5076 0 16.6667 0Z"/> <path fill="#9B5C8F" d="M2.9152 4.8262H17.076c.8962 0 1.6217.7254 1.6217 1.6216v5.4053c0 .8962-.7255 1.6217-1.6217 1.6217h-5.0781l.697 1.7069-3.0655-1.7069H2.9224c-.896 0-1.6216-.7255-1.6216-1.6217V6.4478c-.007-.889.7182-1.6216 1.6144-1.6216Z"/> <path fill="#fff" d="M2.2924 6.3048c.099-.1344.2475-.205.4455-.2192.3608-.0284.5659.1413.6153.509.2192 1.478.4597 2.7299.7142 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1.6618-1.0608.3677-.6082.5516-1.273.5516-2.0014.0071-.5515-.1131-1.0113-.3394-1.3931Zm-.891 1.9589c-.0991.4667-.2759.8132-.5376 1.0466-.205.1839-.396.2616-.5727.2263-.1698-.0354-.3113-.1838-.4173-.4597-.0849-.2192-.1272-.4384-.1272-.6435 0-.1768.0141-.3536.0494-.5162.0637-.29.1839-.573.3748-.8416.2334-.3466.4809-.488.7355-.4385.1697.0354.3112.184.4172.4597.0849.2192.1273.4385.1273.6436 0 .1838-.0141.3607-.0494.5233Zm-3.536-1.959c-.2546-.4454-.6365-.7141-1.1315-.8203-.1343-.0283-.2616-.0424-.3819-.0424-.6789 0-1.2305.3536-1.662 1.0608-.3676.601-.5515 1.2658-.5515 1.9943 0 .5445.1132 1.0112.3395 1.4002.2545.4455.6294.7142 1.1314.8203.1345.0283.2617.0425.382.0425.6859 0 1.2375-.3536 1.6618-1.0608.3678-.6082.5516-1.273.5516-2.0014 0-.5515-.1131-1.0114-.3394-1.3932Zm-.8981 1.959c-.099.4667-.2759.8132-.5375 1.0466-.2051.1839-.396.2616-.5729.2263-.1696-.0354-.3111-.1838-.4172-.4597-.0848-.2192-.1272-.4384-.1272-.6435 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gap-2 px-2 py-1 rounded-md hover:bg-gray-100">  <svg class="h-5 w-5 mr-1" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M14.302 20H5.698a1.398 1.398 0 0 1-1.396-1.398V1.398A1.398 1.398 0 0 1 5.698 0h8.604a1.399 1.399 0 0 1 1.396 1.398v17.204A1.398 1.398 0 0 1 14.302 20ZM5.698.645a.753.753 0 0 0-.751.753v17.204a.753.753 0 0 0 .751.753h8.604a.753.753 0 0 0 .751-.753V1.398a.753.753 0 0 0-.751-.753H5.698Z" fill="#000"/><path d="M12.283 1.72H7.717L6.547.55l.455-.455.981.98h4.034l.981-.98.455.455-1.17 1.17ZM12.152 17.205H7.85v.645h4.302v-.645Z" fill="#000"/></svg>  <span> Mobile SDK </span> </a> </div> </div> <div class="pt-2"> <p class="mb-3 px-2 font-medium uppercase text-[#6B7280] text-sm"> Integrations </p> <div class="px-2"> <a href="/integrations/google-analytics-4" class="flex items-center gap-2 px-2 py-1 rounded-md hover:bg-gray-100">  <svg class="h-5 w-5 mr-1" xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 20 20"> <path fill="#FCFEF5" d="M16.6667 0H3.3333C1.4923 0 0 1.4924 0 3.3333v13.3334C0 18.5076 1.4924 20 3.3333 20h13.3334C18.5076 20 20 18.5076 20 16.6667V3.3333C20 1.4923 18.5076 0 16.6667 0Z"/> <path fill="#F9AB00" d="M17.0457 15.8436c.0058 1.0704-.8574 1.9419-1.9271 1.9477a1.8471 1.8471 0 0 1-.2386-.0135c-.9927-.1468-1.72-1.0107-1.6956-2.0137V4.2321c-.0237-1.0043.7054-1.8681 1.6988-2.0137 1.0627-.1244 2.0253.6362 2.1497 1.6988a1.907 1.907 0 0 1 .0128.2354v11.691Z"/> <path fill="#E37400" d="M4.8929 13.9319c1.0665 0 1.931.8645 1.931 1.931 0 1.0664-.8645 1.9309-1.931 1.9309s-1.931-.8645-1.931-1.9309c0-1.0665.8645-1.931 1.931-1.931Zm5.0804-5.852c-1.0716.059-1.9027.9575-1.8777 2.0304v5.1863c0 1.4076.6195 2.2619 1.527 2.444 1.0472.2123 2.0675-.4643 2.2798-1.5116a1.8917 1.8917 0 0 0 .0385-.3892v-5.8193c.0019-1.0703-.8639-1.9393-1.9342-1.9412-.011 0-.0225 0-.0334.0006Z"/> </svg>  <span> GA4 </span> </a> <a href="/integrations/klaviyo" class="flex items-center gap-2 px-2 py-1 rounded-md hover:bg-gray-100">  <svg class="h-5 w-5 mr-1" xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 20 20"> <path fill="#FCFEF5" d="M16.6667 0H3.3333C1.4923 0 0 1.4924 0 3.3333v13.3334C0 18.5076 1.4924 20 3.3333 20h13.3334C18.5076 20 20 18.5076 20 16.6667V3.3333C20 1.4923 18.5076 0 16.6667 0Z"/> <path fill="#000" d="M18 15.3574H2V4.6435h16l-3.351 5.357L18 15.3574Z"/> </svg>  <span> Klaviyo </span> </a> <a href="/integrations/segment" class="flex items-center gap-2 px-2 py-1 rounded-md hover:bg-gray-100">  <svg width="21" height="20" viewBox="0 0 21 20" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4847_508)"> <g clip-path="url(#clip1_4847_508)"> <path d="M17.0002 0H3.66683C1.82588 0 0.333496 1.49238 0.333496 3.33333V16.6667C0.333496 18.5076 1.82588 20 3.66683 20H17.0002C18.8411 20 20.3335 18.5076 20.3335 16.6667V3.33333C20.3335 1.49238 18.8411 0 17.0002 0Z" fill="#FCFEF5"/> <g clip-path="url(#clip2_4847_508)"> <path d="M12.3023 12.7183H3.1018C2.67923 12.7183 2.3335 12.3725 2.3335 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text-base font-medium leading-none text-white transition-all text-center"> Get Started </a> </div> </div> </div> </div>  </header> <div class="relative"> <main>  <div class="learn-post"> <header class="relative"> <img class="absolute right-[30%] -top-[30%] -z-10 origin-center max-w-[370px]" src="/assets/images/fairing-simple-graphic-header.svg"> <h1 class="text-center"> Podcast Multiplier Calculator </h1> </header>   <div class="learn-content"> <div class="bg-white px-5 pb-20 pt-14 rounded-2xl multiplier-background relative overflow-hidden z-10 md:mt-20 md:pb-14"> <img class="absolute right-[68%] top-[80%] rotate-180 -z-10 origin-center" aria-hidden="true" width="397" height="227" src="/assets/images/home/fairing-flair-cluster-2.svg"> <img class="absolute left-[72%] bottom-[75%] -z-10" aria-hidden="true" width="397" height="227" src="/assets/images/home/fairing-flair-cluster-2.svg"> <div class="grid grid-cols-1 md:grid-cols-[45%_55%] rounded-lg multiplier z-30"> <div class="bg-white rounded-lg px-5 py-10 md:px-4 md:py-8"> <div id="inputFields" class="mt-4"> <label class="text-[#1E233C] text-base font-semibold" for="surveyRespondents"> # of HDYHAU Respondents: </label> <input type="text" class="mt-1 mb-8 font-semibold text-4xl multiplier-input" id="surveyRespondents" inputmode="numeric" pattern="[0-9]*"><br> <label class="text-[#1E233C] text-base font-semibold" for="respondentsPodcast"> # of Podcast responses: </label> <input type="text" class="mt-1 mb-8 font-semibold text-4xl multiplier-input" id="respondentsPodcast" inputmode="numeric" pattern="[0-9]*"><br> <label class="text-[#1E233C] text-base font-semibold" for="customersAcquired"> # of Customers Acquired in Campaign: </label> <button class="info-button">i <span class="info-text info-text-fix-movile">Total number of customers acquired during the period of the campaign.</span> </button> <input type="text" class="mt-1 mb-8 font-semibold text-4xl multiplier-input" id="customersAcquired" inputmode="numeric" pattern="[0-9]*"><br> <label class="text-[#1E233C] text-base font-semibold" for="directAcquisitions"> # of Coupon Code and Vanity URL Conversions: </label> <button class="info-button">i <span class="info-text info-text-fix-movile">The number of customers acquired through vanity URLs and promo codes.</span> </button> <input type="text" class="mt-1 mb-8 font-semibold text-4xl multiplier-input" id="directAcquisitions" inputmode="numeric" pattern="[0-9]*"><br> <label class="text-[#1E233C] text-base font-semibold" for="totalCampaignSpend"> Total Campaign Spend ($): </label> <input type="text" class="mt-1 font-semibold text-4xl multiplier-input" id="totalCampaignSpend" inputmode="numeric" pattern="[0-9]*"><br> </div> </div> <div class="flex rounded-lg md:rounded-l-none md:rounded-r-lg items-center justify-center multiplier-results md:p-4"> <div class="order-1 md:order-2 p-4 md:p-0"> <div class="grid grid-cols-1 gap-4"> <div class="flex flex-col items-center text-center text-[#1E233C] justify-center"> <span class="text-sm md:text-xl font-semibold"> Podcast Response Rate <button class="info-button">i <span class="info-text"> The percentage of attribution survey respondents that chose “Podcast”. </span> </button> </span> <span id="resultPodcastResponseRate" class="font-bold text-3xl"> 0% </span> </div> <div class="flex flex-col items-center text-center text-[#1E233C] justify-center"> <span class="text-sm md:text-xl font-semibold"> Projected Total Podcast Acquisitions <button class="info-button">i <span class="info-text"> The projected number of acquisitions through podcasts, by extrapolating the percentage choosing “Podcasts” to the entire acquired customer set. </span> </button> </span> <span id="resultTotalPodcastAcquisitions" class="font-bold text-3xl"> 0 </span> </div> <div class="flex flex-col items-center text-center text-[#1E233C] justify-center"> <span class="text-sm md:text-xl font-semibold"> Multiplier <button class="info-button">i <span class="info-text"> The amount of lift to podcasts as a channel, that would not be captured when using only vanity URLs or coupon codes. </span> </button> </span> <span id="resultMultiplier" class="font-bold text-3xl"> 0X </span> </div> <div class="flex flex-col items-center text-center text-[#1E233C] justify-center"> <span class="text-sm md:text-xl font-semibold"> CAC before Multiplier <button class="info-button">i <span class="info-text"> CAC for the campaign, if using only directly attributed acquisitions like coupon codes or vanity URL conversions. </span> </button> </span> <span id="resultCacBeforeMultiplier" class="font-bold text-3xl"> $0 </span> </div> <div class="flex flex-col items-center text-center text-[#1E233C] justify-center"> <span class="text-sm md:text-xl font-semibold"> CAC with Multiplier <button class="info-button">i <span class="info-text"> CAC for the campaign when considering the total impact of podcasts that might not have been captured with a coupon code or vanity URL. </span> </button> </span> <span id="resultCacWithMultiplier" class="font-bold text-3xl"> $0 </span> </div> </div> </div> </div> </div> </div> <h2 class="font-semibold"> How to use this multiplier calculator </h2> <p> 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: </p> <ul> <li> The total number of HDYHAU survey respondents </li> <li> The number of respondents who chose “Podcast” </li> <li> The total number of customers acquired during the campaign </li> <li> The total number of direct acquisitions—customers who used the podcast coupon code or vanity URL </li> </ul> <p> 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. </p> <div class="form-container" style="margin: 0 auto; text-align: center;"> <div class="hs-cta-embed hs-cta-embed-160610058358" style="max-width:100%; max-height:100%; width:600px;height:210.6675984716797px" data-hubspot-wrapper-cta-id="160610058358"> <link rel="stylesheet" href="https://js.hscta.com/embeddable_cta_placeholder_v1.css"> <div class="hs-cta-loading-dot__container"> <div class="hs-cta-loading-dot"></div> <div class="hs-cta-loading-dot"></div> <div class="hs-cta-loading-dot"></div> </div> <div class="hs-cta-embed__skeleton"></div> <picture> <source srcset="data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==" media="(max-width: 480px)" /> <img alt="Download our Podcast Multiplier Calculator   Now available in an easy-to-use Google Sheets template.   &#55357;&#56481;: Pair it with our Google Sheets extensions for scheduled updates." loading="lazy" src="https://no-cache.hubspot.com/cta/default/6526608/interactive-160610058358.png" style="height: 100%; width: 100%; object-fit: fill" onerror="this.style.display='none'" /> </picture> </div> </div> <h2 class="font-semibold"> Why podcast advertisers should use a multiplier </h2> <p> 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. </p> <p> 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. </p> <picture><source type="image/webp" srcset="/assets/images/learn/podcast-multiplier-calculator/vanity-urls-and-coupon-codes@640w.webp 640w, /assets/images/learn/podcast-multiplier-calculator/vanity-urls-and-coupon-codes@1200w.webp 1200w" sizes="(min-width: 768px) 768px,(min-width: 1200px) 1200px,850px"><source type="image/png" srcset="/assets/images/learn/podcast-multiplier-calculator/vanity-urls-and-coupon-codes@640w.png 640w, /assets/images/learn/podcast-multiplier-calculator/vanity-urls-and-coupon-codes@1200w.png 1200w" sizes="(min-width: 768px) 768px,(min-width: 1200px) 1200px,850px"><img alt="podcast vanity urls and coupon codes" class="w-full my-10 rounded-xl multiplier-images" loading="lazy" decoding="async" src="/assets/images/learn/podcast-multiplier-calculator/vanity-urls-and-coupon-codes@640w.png" width="1200" height="627"></picture> <p> 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! </p> <p> 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: </p> <ul> <li> First, they are able to estimate how many customers, in a world with perfect tracking, actually came from their podcast campaign. </li> <li> 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. </li> </ul> <p> 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. </p> <h2> How a multiplier is calculated </h2> <p> 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?”. </p> <p> In numbers, it looks something like this: </p> <div class="flex flex-col items-center bg-white mt-6 md:p-6"> <div class="p-8 rounded-md w-full text-center italic font-semibold rounded-lg shadow-lg md:max-w-lg"> <div class="flex justify-center items-center mb-2 italic"> <span>% that chose "Podcasts"</span> <span class="mx-2">x</span> <span>Total # of Conversions</span> </div> <hr class="border border-gray-300 multiplier-dividing-line"/> <div class="flex justify-center items-center"> <span>Number of Coupon Code Conversions</span> </div> </div> </div> <h2> The critical role of HDYHAU data </h2> <p> 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. </p> <p> 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. </p> <h2 class="font-semibold"> Practical applications outside of podcasts </h2> <p> 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. </p> <p> 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?”. </p> <p>Explore <a href="https://fairing.co">Fairing's</a> B2B SaaS solutions for eCommerce to see how we can help your business thrive. 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