From Downloads to Engagement: Podcast Analytics That Really Matter

May 3, 2023

Podcast Analytics That Really Matter

This episode will change the way you measure the success of your podcast. I chat with CoHostPodcasting CEO Fatima Zaidi – what a powerhouse woman – she completely amazes me honestly. She shares what metrics you should be looking at, including show consumption, how to track listener engagement, how to know where your listeners are coming from and what benchmarks matter. If you are interested in ANY way to improve the success of your podcast – take a listen…

[audio src="" /]

Are you curious about the world of branded podcasts and the importance of analytics in podcasting? In this episode, I sit down with Fatima Zaidi, founder and CEO of Quill and Co-Host Podcasting to discuss these topics and more.

Fatima explains that branded podcasts are shows tied to a larger organization or brand, and how they can be used to position brands as subject matter experts and thought leaders. We also discuss the importance of treating a podcast as part of a brand’s marketing ecosystem and using data to improve the quality of content.

“Podcasting is the way to go and that’s actually one of my favorite things about branded shows is you know you are only reaching those who are interested in your content so your audience no matter how big or small is highly relevant and qualified to be interacting with your brand.”

Fatima shares her insights on analytics, emphasizing that engagement metrics are more important than the number of people reached. We discuss the importance of tracking link analytics to determine the effectiveness of marketing efforts and measuring ROI in podcasting.

We also touch on specific benchmarks for podcasters to aim for, such as a 75% average consumption rate or higher, and the benefits of podcast series versus ongoing podcasts.

Overall, this episode is packed with valuable insights and advice for anyone interested in podcasting. So, if you want to learn more about branded podcasts and the importance of analytics, be sure to tune in.

As Fatima says, “Success is different for everyone, and it’s important to find a niche audience and provide value through education, inspiration, or entertainment.”


Podcast Post CTAs

Key Moments: 

Branded Podcast [00:01:18] Fatima explains the term “branded podcast” and how it differs from independent content creators.

Importance of Analytics [00:04:22] Lyndsay and Fatima discuss the importance of analytics in podcasting and how it can help in getting the best ROI out of podcasting.

Engagement Metrics [00:05:06] Fatima emphasizes the importance of engagement metrics such as average consumption rate, tracking links, and demographic data, rather than just the number of downloads and unique listeners.

Branded Podcasts and Analytics [00:08:57] Fatima Zaidi discusses the success of a niche podcast and the importance of using data to improve content and advertising strategies.

Link Tracking and ROI [00:13:01] Zaidi explains how one consolidated link can track the success of podcast promotion across various channels and how to measure ROI through engagement metrics.

Measuring Engagement and ROI [00:16:39] Zaidi suggests using the cost per minute of human attention and repeat/loyal listeners as engagement and ROI metrics for podcasting. Co-Host Brands is introduced as a tool for measuring ROI through qualified leads and sponsorships.

Importance of Analytics [00:17:46] Lyndsay and Fatima discuss the importance of understanding analytics in podcasting and not just relying on downloads and rankings.

Joe Rogan and Niche Audiences [00:19:03] Fatima talks about the importance of finding a niche audience and mentions Joe Rogan as an example of someone who has cracked that. She also mentions that success in podcasting is a marathon, not a sprint.

Benchmarks for Podcasting Success [00:23:15] Fatima shares some benchmarks for podcasting success, including aiming for a 75% average consumption rate or higher, reaching your ideal listener profile, and consistency in content and frequency of posting. She also discusses the benefits of creating podcast seasons and taking breaks in between to analyze data and improve the show.

Announcing move to co-host podcasting [00:27:21] Lyndsay announces her move to co-host podcasting and talks about showcasing the backend pieces and features of the platform.

About Fatima

Fatima Zaidi is the Founder and CEO at Quill Inc., an award-winning production agency specializing in corporate audio, and CoHost, a podcast growth and analytics tool. As a member of the National Speakers Bureau, Fatima has spoken at various events around the world on media and tech trends leading her to keynote on world stages alongside speakers like Gary Vaynerchuk. In addition to being a commentator for BNN Bloomberg on the challenges that female and BIPOC founders face in entrepreneurship, she is a frequent contributor to publications including The Globe and Mail, and Huffington Post, and has also been featured in publications like Forbes and Entrepreneur. Over the past few years she has won two Top 30 under 30 awards, the Young Professional of the Year by Notable Life, Veuve Clicquot’s Bold Future Award, The Women in Content Marketing Award, and one of Flare Magazine’s Top 100 Women.

Outside of entrepreneurship Fatima teaches at the University of Toronto, and is Co-Chair of the #Tech4SickKids council for SickKids Hospital which is the second-largest pediatric research hospital in the world. She is on track to raise 25 million dollars to build a new emergency wing of the hospital, as well as fund some of the world’s biggest data and AI projects.

Grab Your Free Gift!



Launch, Produce Or Leverage YOUR Podcast With The Partnership of Smooth Business Podcasting 

What if you could record a podcast and have a team of experts handle it ALL (and have less stress, and more time to focus on your business)?

What if you had a system that enabled you to produce and promote your podcasting content like clockwork without the headaches?

What if your podcast guesting/show brought you more leads and clients?

What if you had ONE company that did it all and you spent less time project managing team members and the moving parts that go with podcasting?

You CAN – We launch, produce, promote and leverage podcasts to help businesses like you gain more leads, increase visibility, boost authority and grow. Email us at