Advertising on Serial: Attribution Setup, CPM Rates & ROI Guide
Everything you need to know about running ads on Serial and actually proving the ROI — audience profile, typical costs, and how to set up attribution that captures all your conversions.
Hosted by
Sarah Koenig
Average downloads
400,000+ per episode
Typical CPM
$25–$45 CPM
Who listens to Serial
Broad, educated audience across the US and UK; podcast-format pioneers
Best product fit
Conversion profile
Cultural icon with a broad, loyal audience. Attribution mix is balanced between promo code and post-purchase survey. 21–30 day conversion windows are standard.
How to set up attribution for Serial ads
The four attribution signals to use
🔗 Tracking link
A unique link for your Serial campaign in show notes. Captures listeners who click through directly.
🌐 Vanity URL: yourbrand.com/serial
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 Serial 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 Serial listeners who searched your brand directly.
Ready to track your Serial campaign?
Set up four-signal attribution for your Serial 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 Serial?
Serial 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 Serial podcast ads?
Use four attribution signals: a unique tracking link in show notes, a host-read vanity URL (e.g. yourbrand.com/serial), 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 Serial?
Cultural icon with a broad, loyal audience. Attribution mix is balanced between promo code and post-purchase survey. 21–30 day conversion windows are standard.