Chartable debuts incremental lift analytics for podcast ads

Chartable has introduced a new function for its analytics suite called incremental lift. This tool for podcast advertisers can measure the impact of how an advertisement performs against a control group customized to the campaign. The control audience comes from the network of downloads in Chartable’s infrastructure, with the same time and location as the exposed audience. The company said there will be no device overlap between the groups.

These studies offer insight on both response rate lift and conversion rate lift. Response rate lift measures the difference in site visits between the exposed group and the control group, while conversion rate lift measures the difference in purchases, app installs, or other events between the audiences.

The incremental lift reports are launching as part of Chartable’s SmartAds ad attribution suite. Chartable has shared audience insights about the growth of podcasting as a format in recent years.

Anna Washenko

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