Advertising on Stuff You Should Know: Attribution Setup, CPM Rates & ROI Guide
Everything you need to know about running ads on Stuff You Should Know and actually proving the ROI — audience profile, typical costs, and how to set up attribution that captures all your conversions.
Hosted by
Josh Clark & Chuck Bryant
Average downloads
700,000+ per episode
Typical CPM
$25–$45 CPM
Who listens to Stuff You Should Know
Curious adults 25–55, broad demographic, strong brand loyalty to hosts
Best product fit
Conversion profile
Loyal, long-term listeners with strong host affinity. Good promo code performance and above-average vanity URL click-through due to the audience's digital-native tendencies.
How to set up attribution for Stuff You Should Know ads
The four attribution signals to use
🔗 Tracking link
A unique link for your Stuff You Should Know campaign in show notes. Captures listeners who click through directly.
🌐 Vanity URL: yourbrand.com/stuff-you-should-know
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 Stuff You Should Know 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 Stuff You Should Know listeners who searched your brand directly.
Ready to track your Stuff You Should Know campaign?
Set up four-signal attribution for your Stuff You Should Know 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 Stuff You Should Know?
Stuff You Should Know 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 Stuff You Should Know podcast ads?
Use four attribution signals: a unique tracking link in show notes, a host-read vanity URL (e.g. yourbrand.com/stuff-you-should-know), 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 Stuff You Should Know?
Loyal, long-term listeners with strong host affinity. Good promo code performance and above-average vanity URL click-through due to the audience's digital-native tendencies.