Why Measuring Multiple Channels Is Essential
Marketers often assume that the final touchpoint before a conversion gets all the credit. But in reality, customers typically interact with multiple channels or ad exposures before taking action. Multi-Touch Attribution (MTA) gives you a more accurate, holistic view of what parts of your marketing mix are truly working.
Podscribe implements multi-touch attribution in a way that allows marketers to see how their channels are performing. This means marketers can make better decisions around budget allocation or tactical planning
The Customer Journey Is Multi-Channel & Multi-Touch
A single consumer might hear your ad in a podcast, then later click a social media ad, then get an email reminder and finally convert. If you only measure the last touch or first touch, you miss the assist work that other channels are doing.
Measuring multiple channels allows you to understand how all the pieces work together. Discover which channels help awareness, which channels help consideration, and which push across the finish line.
2. Attribution Bias In Single-Channel or Single-Touch Models
Using single-touch attribution, you might over-credit or under-credit certain channels.
Single-touch models make it hard to trace inefficiencies, overlaps, or wasted spend in mid-funnel channels.
3. Better Budget Allocation & ROI
By knowing which channels or exposures are assisting (not just closing), you can optimize where to spend. Maybe audio is strong in awareness and a different channel is better at closing the sale at the end.
Measuring multiple channels lets you see marginal returns, e.g. what happens when you increase spend in display or email vs. more audio. You can do cross-channel comparisons of cost per conversion, incremental lift, etc.
4. Helps with Identity & Attribution Gaps
Some conversions happen off of device, IPs, or channels that are hard to monitor. By integrating multiple channels, you can get more touch points and potentially more identifiers (e.g. cookies, hashed emails, device graphs) to help resolve identity.
Modeling works better with more data: combining multiple channels gives richer data set from which model and extrapolate performance
Examples & Use Cases
You are missing out on the full potential of capturing and optimizing the consumer journey if you are only measuring one or two channels with Podscribe. Using Podscribe’s multi-touch attribution capabilities, marketers can measure your holistic advertising efforts across Podcast, Simulcast on YouTube, Streaming Audio, OTT/CTV, Display & Video— All in on unified dashboard.
1. Understand Total Reach & Audience Overlap
Each channel reaches some unique audiences, but there is often overlap between them. Measuring across channels allows you to see:
Which channels are reaching net new customers versus hitting the same people multiple times.
How much incremental reach you are actually getting from adding a new channel to your media mix.
With Podscribe: See where your channels overlap so you can maximize total reach and eliminate wasted impressions.
2. Identify The Optimal Media Mix
Different channels play different roles in the funnel. Podcasts may drive awareness, while display and search close the deal. With multi-channel measurement, you have more certainty about which combinations work best.
With Podscribe: Understanding exactly how your channels work together, so you can design the right sequence of touches to move consumers smoothly from first exposure to conversion.
3. Optimize Reach and Frequency Across Channels
Some audiences are overexposed, while others never see your message at all. When you only measure a single channel, you have no visibility into how often consumers are seeing your ads across all touchpoints.
With Podscribe: Balance reach and frequency across channels to avoid ad fatigue, reduce waste and increase campaign efficiency.
4. See Which Channels Assist vs. Close
If you only measure the last touchpoint, you’ll give all the credit to the channel that happens to capture the final conversion — often undervaluing upper-funnel channels that generated awareness and consideration.
With Podscribe: Attribute credit accurately to see which channels assist consumers earlier in the journey and which ones close the deal, enabling smarter budget allocation.
5. Make Smarter, Data-Driven Budget Decisions
When you have visibility into all your channels, you can:
See which ones delivery incremental reach.
Optimize spend by channel based on their role in the funnel.
Identify waste caused by audience overlap or overexposure.
With Podscribe: Confidently shift budgets to the highest-performing, most cost-effective mix of channels.
Want to learn more about how Podscribe implements Multi-Touch Attribution? Reach out to us at partnerships@podscribe.com.