Start with the delivery record
- Sponsor, campaign, episode or send, and campaign dates.
- Placement type, copy or creative, approval status, and disclosure.
- Planned versus delivered inventory, including changes.
- Live links or evidence captures with capture dates.
- Any make-good, replacement, cancellation, or exception.
Use one measurement table
| Metric | Definition | Window | Source | Limit |
|---|---|---|---|---|
| Episode downloads | Host’s documented download metric | Named period | Hosting platform | Not automatically listeners or conversions |
| Newsletter reach | Delivered, unique readers, or unique opens | Named send/window | Email platform | Privacy and bot filtering vary |
| Link clicks | Clicks recorded by the named tool | Campaign dates | Link or platform report | May not represent unique people |
| Promo-code uses | Completed uses under sponsor rules | Campaign dates | Sponsor-provided data | Attribution belongs to the sponsor |
Separate facts from interpretation
- What happened: delivery and measured results.
- What is uncertain: attribution, timing, data gaps, or changes.
- What to decide: repeat, modify, pause, or stop—with an owner and date.
Copy-and-adapt report block
Campaign: [Sponsor × Property]
Flight: [Dates]
Delivered: [placements delivered / planned]
Evidence: [links or captures, dated]
Measurement: [metric, definition, source, window]
Results: [observed values without implied causation]
Limitations: [attribution, timing, or data limits]
Recommendation: [repeat / modify / pause / stop], owned by [name or role] on [date]
Make the renewal decision operational
Compare the report with the original proposal scope. If the campaign repeats, name the element that stays, the element that changes, the evidence needed, the next inventory window, and the decision deadline. Do not turn a mixed result into a testimonial.
Source review: 2026-07-28
Source: IAB Tech Lab Podcast Measurement Guidelines v2.2. The guidelines inform metric definitions; they do not establish campaign outcomes or attribution.