[FAQ]

My podcast host provides a dashboard with a lot of different stats and analytics, and honestly, I’m a bit lost about which numbers are just ‘vanity metrics’ and which ones are actually useful for growing my show.

What are the key, actionable metrics that I should be focusing on? Is it all about the total number of downloads, or should I be looking more closely at things like listener location, audience retention, or the apps people are using to listen? I want to make sure I’m paying attention to the data that really matters for understanding if my content is resonating with people.

Trying to focus on the data that matters. Any advice would be great!

[Jeff Bullas]

While podcast analytics can seem overwhelming, focusing your attention on a few key statistics will give you the most actionable insights into your audience’s behaviour and your content’s performance.

First, while Total Downloads per episode is the traditional industry metric, it is most useful when viewed as a trend. Specifically, you should track the number of downloads an episode receives within its first 30 days. This gives you a consistent benchmark to compare episode performance and to track your show’s overall growth over time.

Second, and arguably one of the most important metrics for improving your content, is Audience Retention or consumption. Platforms like Apple Podcasts and Spotify provide this data directly. It shows you, on average, what percentage of your episode people listen to and, critically, at what points they stop listening. Analysing these drop-off points can help you identify segments of your show that are not engaging your audience. A high audience retention rate is one of the strongest indicators of high-quality, compelling content.

Third, you should pay close attention to your Listener Demographics. Understanding the geographic location (top cities and countries), age, and gender of your audience is invaluable. This information helps you tailor your content to be more relevant and is also essential information if you ever plan to seek out advertisers or sponsors.

Fourth, track the growth of your Followers or Subscribers on the listening platforms. While downloads measure the popularity of individual episodes, your total number of followers indicates the size of your loyal, core audience that has chosen to be notified of new episodes. Consistent growth in your follower count is a key sign of a healthy, growing podcast.

Fifth, regularly review your Top Episodes. By identifying which episodes have the most downloads over time, you can get a clear understanding of which topics, guests, or formats resonate most strongly with your audience. You can then use this insight to create more of what works.

And sixth, look at the Listening Apps and Devices your audience uses. Knowing whether the majority of your audience listens on Apple Podcasts, Spotify, or another platform can help you focus your marketing efforts, such as where you ask for ratings and reviews.

To summarise, for a complete picture of your podcast’s performance, you need to look beyond just the total download number. Focus on audience retention to understand your content quality, listener demographics to understand who your audience is, and follower growth to measure the health of your community. These metrics will provide you with the most actionable insights.

Cheers,

Jeff

[Author]

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