Advertising on 99% Invisible: Attribution Setup, CPM Rates & ROI Guide
Everything you need to know about running ads on 99% Invisible and actually proving the ROI — audience profile, typical costs, and how to set up attribution that captures all your conversions.
Hosted by
Roman Mars
Average downloads
700,000+ per episode
Typical CPM
$22–$40 CPM
Who listens to 99% Invisible
Design enthusiasts, architects, urbanists, and curious adults 25–50
Best product fit
Conversion profile
Thoughtful, design-oriented audience with high aesthetic standards. Brand fit matters significantly. Post-purchase survey and promo codes are the strongest signals. 30-day conversion windows.
How to set up attribution for 99% Invisible ads
The four attribution signals to use
🔗 Tracking link
A unique link for your 99% Invisible campaign in show notes. Captures listeners who click through directly.
🌐 Vanity URL: yourbrand.com/99-percent-invisible
Host reads your URL on air. First-party detection captures visitors who type it directly with no redirect needed.
🏷️ Unique promo code
A code exclusive to your 99% Invisible placement. Captures listeners who come back days later without clicking anything.
💬 Post-purchase survey
"How did you hear about us?" on your confirmation page. Catches 99% Invisible listeners who searched your brand directly.
Ready to track your 99% Invisible campaign?
Set up four-signal attribution for your 99% Invisible ad in under 30 minutes. Free to start, no credit card required.
Start free — no credit cardCommon questions
How much does it cost to advertise on 99% Invisible?
99% Invisible typically charges $22–$40 CPM CPM for host-read ads. The exact rate depends on ad placement (pre-roll vs. mid-roll), episode frequency, and whether you are buying directly or through a network.
How do you track conversions from 99% Invisible podcast ads?
Use four attribution signals: a unique tracking link in show notes, a host-read vanity URL (e.g. yourbrand.com/99-percent-invisible), a unique promo code, and a post-purchase survey. This four-signal approach captures 2–3x more conversions than link tracking alone.
What attribution window should I use for 99% Invisible?
Thoughtful, design-oriented audience with high aesthetic standards. Brand fit matters significantly. Post-purchase survey and promo codes are the strongest signals. 30-day conversion windows.