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Magellan AI: 41% of podcast-driven site visits land within 7 days, 76% within 30
Magellan AI's Q2 2026 Podcast Measurement Benchmark finds roughly 41% of podcast-ad-driven site visits land within seven days of exposure, and 76% within 30 days — evidence that short attribution windows undercount audio.
By Sounds Profitable · Published · Announcement date
Magellan AI has published its Q2 2026 Podcast Measurement Benchmark Report, with a headline finding for anyone measuring audio: about 41% of podcast-ad-driven site visits arrive within seven days of exposure, and 76% within 30 days, according to Sounds Profitable's write-up of the data.
The implication is blunt — attribution windows shorter than a month are systematically undercounting podcasting's contribution. Brands judging audio on seven-day click windows are grading the channel on a test it was never designed to pass, since podcast influence compounds through repeated host-read exposure rather than last-click urgency.
Two caveats: the benchmarks reflect Magellan's own advertiser sample, and Magellan sells the measurement products that benefit from longer lookback windows. Even so, the direction of travel is consistent with years of brand-lift research — podcasting is a slow-burn medium, and measurement should treat it like one.
Announcement date: September 14, 2026
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