One of the biggest questions advertisers ask when considering SiriusXM is: “How do I track results?”
Unlike digital ads—where clicks, impressions, and conversions are instantly visible—audio attribution requires a more strategic, multi-layered approach. The good news is that with the right systems in place, you can measure SiriusXM performance just as confidently as you measure paid search or social media.
Below is a clear, practical framework to track and attribute results from your SiriusXM campaign.
1. Start With a Trackable Offer
Every SiriusXM campaign should include an offer or CTA that lets you identify where the response came from.
Effective options include:
- A vanity URL
- A landing page with a unique tracking parameter
- A promo code mentioned in the ad
- A unique 800-number (call tracking)
Example:
www.YourBrand.com/SXM
or
Use code: RADIO25
You’d be surprised how much data this simple step unlocks.
2. Use a Dedicated Landing Page (Not Your Homepage)
Sending listeners to your homepage makes tracking nearly impossible. A landing page gives you:
- Clear visibility into SXM-driven traffic
- Higher conversion rates (less wandering)
- A/B testing control
- Cleaner analytics
Bonus tip:
Add a simple question on the landing page like:
“How did you hear about us?”
Include “SiriusXM” as an option—this alone captures attribution you might otherwise miss.
3. Implement Call Tracking for Phone-Heavy Categories
If your business relies on phone calls (insurance, appointments, financial services), call tracking is essential. A unique toll-free number that forwards to your main line allows you to measure:
- Call volume
- Call duration
- Time-of-day
- Caller location
- Conversion rates
4. Monitor Search Lift — A Hidden Goldmine
One of the most powerful but overlooked effects of audio advertising is the spike in branded search volume after your campaign begins.
You can measure this through:
- Google Search Console
- Google Trends
- GA4 organic search dashboards
If your campaign is working, you’ll usually see a rise in searches for your company name or slogan within 1–2 weeks.
This is one of the strongest proxies for audio-driven awareness.
5. Use Audio Attribution Vendors (Optional but Powerful)
Today, several independent firms can measure radio and audio performance using:
- Cross-device analysis
- Matched-market testing
- Pixel tracking
- Uplift modeling
These tools help you determine:
- Which channels delivered the best response
- What time of day performed best
- What creative version converted higher
- How many incremental conversions SiriusXM created
This is especially useful for brands running large national campaigns.
6. Track KPIs That Actually Matter
For SiriusXM, the most important KPIs include:
- Website visits from your unique URL
- Form fills or online purchases
- Phone calls from your tracking number
- Promo code redemptions
- Brand search lift
- Cost per acquisition (CPA)
- Cost per lead (CPL)
- Lifetime value (LTV) vs. campaign cost
These tell a complete ROI story.
Final Thought
SiriusXM isn’t a “black box” medium — you can track it with precision. With the right tools, advertisers routinely generate measurable, repeatable results that rival digital platforms. If you need help designing a fully trackable SiriusXM campaign, we specialize in building attribution-friendly audio strategies that deliver clear ROI.
