Google’s new podcast manager to provide more insights into audience behaviour

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 06, 2020, 9:47 AM UTC

The tool provides podcasters insights into device behaviour among their listeners.

Goole has rolled out a new tool called “Google Podcast Manager” to provide podcasters more insights into audience behaviour and help identify relevant trends and shifts in them. Podcasters will be able to see activity for recent episodes while accessing metrics to understand engagement.

The tool includes retention analytics to understand where people tune in and drop off. Podcasters can export the data and plug it in their analysis tools and effectively respond to changing behaviour. For example, insights about people listening to podcasts on a smart speaker can help podcasters adjust their content accordingly.

Further, the analytics tool provides specific insights on Google and Android user behaviour, assisting brands in performance reporting and optimisation. This article states Google Podcast Manager can help brands create an effective podcast strategy.

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