Advertising on The Knowledge Project: Attribution Setup, CPM Rates & ROI Guide
Everything you need to know about running ads on The Knowledge Project and actually proving the ROI — audience profile, typical costs, and how to set up attribution that captures all your conversions.
Hosted by
Shane Parrish
Average downloads
150,000+ per episode
Typical CPM
$20–$35 CPM
Who listens to The Knowledge Project
High-performing professionals, investors, and knowledge workers focused on mental models
Best product fit
Conversion profile
Deeply engaged, high-LTV audience. Shane's personal endorsement carries significant weight. Longer deliberation cycles but above-average order values when conversions occur.
How to set up attribution for The Knowledge Project ads
The four attribution signals to use
🔗 Tracking link
A unique link for your The Knowledge Project campaign in show notes. Captures listeners who click through directly.
🌐 Vanity URL: yourbrand.com/the-knowledge-project
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 The Knowledge Project 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 The Knowledge Project listeners who searched your brand directly.
Ready to track your The Knowledge Project campaign?
Set up four-signal attribution for your The Knowledge Project 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 The Knowledge Project?
The Knowledge Project typically charges $20–$35 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 The Knowledge Project podcast ads?
Use four attribution signals: a unique tracking link in show notes, a host-read vanity URL (e.g. yourbrand.com/the-knowledge-project), 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 The Knowledge Project?
Deeply engaged, high-LTV audience. Shane's personal endorsement carries significant weight. Longer deliberation cycles but above-average order values when conversions occur.