As with any marketing activity, we as marketers want to answer the question: Where did that user/visitor/listener/customer come from?

This is known as attribution. What channel or medium can we attribute that user/visitor/listener/customer to? Having this knowledge gives us a lot of power. We can uncover what tactics are performing well and which aren't, and invest accordingly. It also gives us great data to send to the rest of the marketing team and leadership.

But over the years, attribution has become quite difficult in some mediums. As we know, there's no linear path that a customer takes, their path looks more like a pinball getting bounced around a pinball machine. Chaotic and sometimes, pretty unmeasurable.
And today we're going to be talking about one medium's attribution in particular and that's podcast attribution.