Finding the Right Attribution Window for Digital Audio Ads

If you’re a fan of Britpop or 90s rock, you may be familiar with the song “Don’t Look Back in Anger.” But if you don’t find the right lookback window for your ads, you may be more than a bit peeved to realize that you’re not getting a complete view of your campaign results.

What Is an Attribution Window?

The term “attribution window” refers to an adjustable timeframe set to determine when a defined action (like clicks, in-store or website traffic, sign ups, or purchases) should be attributed to a specific publisher (us, for instance) or medium (you guessed it, audio). Let’s say a campaign has a 14-day attribution window, if a user performs the desired action in that timeframe after ad exposure, then that action is attributed to the ad.

Attribution is where ads meet action. There are a number of ways to track and measure attribution, including last-touch, multi-touch (inclusive of hear/view-through), and cross-device conversion metrics. We can help you measure across any of these.

Why Are Attribution Windows Important?

Here are a few reasons you should take the time to get your attribution window right based on both media and metrics:

• Measure performance accurately. Assess which channels, campaigns, or creatives drive conversions.

• Optimize your budget based on performance. Accurate assessment informs future ad spend and media selection.

• Properly calculate ROI. Attribution can help you tie ads and consumer action to sales and prove your campaign’s worth.

• Get insight into the consumer journey. Finding the right attribution window can offer a more accurate picture of consumer behavior, accounting for the delay between ad exposure and consumer action.

Measuring the performance of your advertising investment not only tells you if a specific campaign met its goals and/or saw ROI, but it’s also critical to assessing future investments. And you can’t do that accurately without all of a campaign’s results. That’s why finding the right attribution window is so important—and when it comes to audio, the lookback is longer than you may think.

What Is the Right Attribution Window for Digital Audio?

Good question, and you’ve come to the right place. Depending on the metrics you’re tracking and campaign goals, a digital audio attribution window can range from 14 to 30 days.

View/hear-through conversion: Typically, it’s a 14-day window, attributing conversions from a listener who saw/heard an ad but didn’t click immediately. When this person does click within the window, their actions are attributed to the campaign.

Click conversion attribution: Generally, this is a 30-day window, attributing the actions of people who clicked but did not immediately convert. Should a consumer convert days after that click, their actions are counted toward the campaigns’ success.

Here are some things to consider as you plan your digital audio campaign and select an attribution window.

Remember the Role of Memory in Consumer Action

Attribution windows shouldn't close when ad flights end. Our studies show that nearly a fifth of conversions happen in the weeks following the campaign. Digital audio leaves a lasting impression on listeners. In fact, audiences find digital audio ads to be 49% more memorable than AM/FM radio ads, 36% more so than TV ads, and 29% more so than mobile video ads.

Listeners Are Often Busy, Which Can Delay Action

Your consumers are listening to streaming audio and podcasts throughout the day, during any number of activities—meaning you can reach your target audience anytime, anywhere. And a big part of the reason so many Americans (a massive 79%) are listening to digital audio for an average of four hours and 29 minutes a day is that it’s both hand- and screen-free entertainment.

Multi-Touch Attribution Gives a More Complete View

No matter where we are, or what we’re doing, we’re constantly surrounded by ads. From music on the commute, to social media scrolling on lunch, to podcasts on a walk, to CTV on the couch, entertainment (and advertising) options abound. That’s why omnichannel campaigns are becoming the new norm for achieving the cohesive reach and frequency needed to motivate consumer action.

Multi-touch attribution (MTA) gives you a more holistic view of both media and campaign performance, allowing you to better assess the consumer journey across multiple channels. With MTA, you can go beyond the last click to really see how your ads impact consumer behavior.

A Better Place for Your Ads to Play

With digital audio and SiriusXM Media, your ads are in the right place. We’re the audio measurement experts, and we can help you set up your campaigns for both accurate measurement and success.

Ready to look back at your ads with joy? Let’s talk.

Learn More About Audio Measurement