Advertising on Up First: Attribution Setup, CPM Rates & ROI Guide
Everything you need to know about running ads on Up First and actually proving the ROI — audience profile, typical costs, and how to set up attribution that captures all your conversions.
Hosted by
NPR
Average downloads
2,500,000+ per episode
Typical CPM
$35–$65 CPM
Who listens to Up First
Morning commuters and news-engaged adults, broad US demographic
Best product fit
Conversion profile
Very large, broad audience. Short listening time (10–15 min episodes) means the ad must be concise and memorable. Promo codes are the dominant attribution signal.
How to set up attribution for Up First ads
The four attribution signals to use
🔗 Tracking link
A unique link for your Up First campaign in show notes. Captures listeners who click through directly.
🌐 Vanity URL: yourbrand.com/up-first
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 Up First 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 Up First listeners who searched your brand directly.
Ready to track your Up First campaign?
Set up four-signal attribution for your Up First 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 Up First?
Up First typically charges $35–$65 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 Up First podcast ads?
Use four attribution signals: a unique tracking link in show notes, a host-read vanity URL (e.g. yourbrand.com/up-first), 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 Up First?
Very large, broad audience. Short listening time (10–15 min episodes) means the ad must be concise and memorable. Promo codes are the dominant attribution signal.