Advertising on Radiolab: Attribution Setup, CPM Rates & ROI Guide
Everything you need to know about running ads on Radiolab and actually proving the ROI — audience profile, typical costs, and how to set up attribution that captures all your conversions.
Hosted by
Lulu Miller & Latif Nasser
Average downloads
900,000+ per episode
Typical CPM
$25–$45 CPM
Who listens to Radiolab
Science-curious adults 25–55, educated, public media supporters
Best product fit
Conversion profile
Deeply engaged audience that invests in causes and products that align with their intellectual values. Longer conversion windows are common. Post-purchase survey performs very well.
How to set up attribution for Radiolab ads
The four attribution signals to use
🔗 Tracking link
A unique link for your Radiolab campaign in show notes. Captures listeners who click through directly.
🌐 Vanity URL: yourbrand.com/radiolab
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 Radiolab 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 Radiolab listeners who searched your brand directly.
Ready to track your Radiolab campaign?
Set up four-signal attribution for your Radiolab 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 Radiolab?
Radiolab typically charges $25–$45 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 Radiolab podcast ads?
Use four attribution signals: a unique tracking link in show notes, a host-read vanity URL (e.g. yourbrand.com/radiolab), 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 Radiolab?
Deeply engaged audience that invests in causes and products that align with their intellectual values. Longer conversion windows are common. Post-purchase survey performs very well.