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When you start paying attention to metrics beyond just downloads, you begin to see the story behind your data. In this episode, I walk you through the seven podcast metrics you should track…the numbers that tell you where your podcast is really heading and how you can use them to attract clients.
Why Downloads Aren’t Enough
Most podcasters obsess over download numbers, believing they’re the only indicator of success. But downloads alone don’t reveal listener behavior, engagement, or whether people are converting to clients. I share how I once focused solely on downloads as a podcast manager and learned how incomplete that picture really is.
Your goal is deeper insight: Are people sticking around? Are they listening with intention? Are they buying from you? That’s why you need to go beyond downloads.
The Seven Podcast Metrics You Should Track
Here are the key metrics I recommend, and how each one signals different strengths or opportunities for your show.
1. Followers / Subscribers
This shows how many listeners have committed to your show. Someone who follows or subscribes is more likely to receive every new episode you publish. Look for steady growth over time.
You can find this count in Apple Podcasts Connect and Spotify for Creators.
2. Plays / Streams
A “play” (on Apple) or “stream” (on Spotify) is when someone actually presses play on your episode (for a duration > 0). It’s more meaningful than downloads because it shows someone at least attempted to listen.
If play/stream counts rise, that’s a sign your reach is growing.
3. Engaged Listeners
This metric looks at how many unique devices or listeners played at least 20 minutes of your episode (or 40% of it) in one session. That shows real attention, not passive or partial listening.
If your podcast host or platform shows this, track it because it reflects real interest in your content.
4. Consumption Rate
This averages how much of an episode people listen to (as a percentage). If listeners drop off early, a low consumption rate may hint at problems with episode length, pacing, structure, or call‑to‑action placement.
I suggest aiming for 60% or higher, with 75–80% or more being ideal. If your call to actions live at the end, low consumption means many listeners never hear them.
This is a good metric to track where listeners are dropping off. What was being said during that time? Are your episodes too long? Have too many different topics? Bad audio? These are all things to consider when looking at low consumption rates.
5. Trends Over Time
Don’t fixate on one week’s data. Watch 24‑hour, 7‑day, or longer trends to see how episodes perform long term, and how your show is growing month over month.
Trends show patterns like whether certain episode types keep listeners longer or attract more followers.
6. Email List Growth from Podcast
One sign your podcast is doing more than broadcasting is when listeners start joining your email list (via freebies or calls to action). Track how many new subscribers came from your podcast, even if via UTM tags or segmented landing pages.
This bridges your podcast into deeper engagement and offers.
7. Clients / Conversions from Podcast
Ultimately, success is when your podcast helps you acquire clients (or customers). Ask your clients how they discovered you. Did your podcast influence their decision? Even if their path included email or social media, your show may have been the tipping point.
This metric may not live in your analytics dashboard, but it’s one of the most meaningful.
How to Apply These Metrics to Your Podcast
- Begin each month or quarter by pulling your data across Apple Podcasts and Spotify.
- Use a spreadsheet or dashboard to see growth in followers, plays, engaged listeners, and consumption rate over time.
- Compare similar episodes (e.g. guest vs solo, short vs long) to see which perform best.
- Re‑evaluate where your call to actions live if your consumption rate drops before the end.
- Segment your email signups by “found via podcast” to see your show’s impact.
- Survey your clients: “Did you listen to my podcast before you signed up?” Use that insight.
If you’d like help interpreting your metrics and making a plan to improve them, consider booking a Podcast Power Hour to go through your numbers together.
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