Top 10 B2B Podcast Analytics Platforms for Measuring Enterprise ROI

Most platforms still optimize for IAB-defined (Interactive Advertising Bureau) podcast “downloads,” which are useful for standardization but don’t tell B2B teams who listened, whether they were in-market, or how that engagement affected the pipeline. 

Even the IAB Tech Lab acknowledges the industry’s ongoing need for consistently defined metrics across downloads, audience, and ad delivery, which is exactly where enterprise measurement breaks down for ROI reporting.

Chartable’s shutdown in December 2024 has created an even stronger need for a dedicated podcast analytics platform. It was once the go-to attribution layer. But now, brands are forced to rethink prefixes, links, and alternatives for marketing analytics.

If you’re looking to solve this problem, you’re on the right page.

In this article, we’ll list the best B2B podcast analytics platforms that show you the real impact your podcasts are having on B2B buyer journeys. 

Let’s dive in.

TL;DR

• CoHost: Delivers audience intelligence by surfacing target job titles, company data, and decision-maker insights from your listeners.

• Casted: Turns branded podcasts into measurable revenue engines with CRM attribution and revenue-per-download tracking.

• Captivate: Growth-oriented platform with seamless data migration and IAB-certified analytics to keep your ROI history intact.

• Transistor: Built for enterprises running multiple shows, with consolidated network-wide analytics and subscriber intelligence.

• Spotify Ad Analytics (Podsights): Enterprise-grade attribution with Spotify Pixel, measuring ad impact across unlimited campaigns.

What Is A Podcast Analytics Platform?

A podcast analytics platform is software that goes beyond surface-level reporting to provide actionable insights into audience behavior, engagement, and business impact. 

Consumer-facing dashboards stop at download data. However, enterprise-ready platforms connect podcast performance to the metrics that matter for B2B growth: pipeline influence, deal acceleration, and revenue attribution.

Why Podcast Analytics Matter More Than Ever in B2B

At the enterprise level, marketing budgets are under greater scrutiny, and executives now expect direct ties between podcasting and business outcomes. The IAB forecasts U.S. podcast ad revenue will continue growing at double-digit rates, surpassing $2.6 billion by 2026. With investment rising, so does the demand for clear ROI.

“While a few of the largest podcast companies maintained double-digit growth, mid-tier companies hit a speed bump,” said Chris Bruderle, VP, Industry Insights & Content Strategy, IAB. “But revenue is already bouncing back.” 

But there’s one problem:

Marketers consistently cite measurement as one of their top challenges. Downloads and impressions no longer satisfy boards or CFOs. They want to see attribution to pipeline, conversions, and revenue. 

Downloads alone don’t provide the whole picture. That’s why modern podcast analytics platforms are going beyond that by:

• Mapping listening behavior to the pipeline through CRM and marketing automation integrations.

• Supporting multi-touch attribution frameworks that connect podcast touchpoints to the entire buyer journey.

• Introducing revenue-per-download (RPD) and similar financial metrics that let marketing leaders justify spend at the C-suite level.

• Adding pixel-based attribution and brand-lift studies: Spotify Ad Analytics, for example, offers free pixel tracking across unlimited campaigns.

For B2B enterprises, these capabilities are no longer optional. Without business-outcome tracking, branded podcasts risk being dismissed as a cost center instead of a measurable driver of revenue and growth.

What to read next: Curious to learn more on how to make your B2B podcast stand out and generate leads? Discover the best practices for B2B podcasting.

The Top 10 B2B Podcast Analytics Platforms

The top podcast analytics platforms for B2B companies include CoHost, Casted, Captivate, and Spotify Ad Analytics. We tested them to see how they perform, so here’s our deep dive:

1.CoHost

CoHost, created by the award-winning podcast agency Quill, is a powerful analytics and hosting platform designed specifically for B2B brands, agencies, and professional podcasts. 

One thing we appreciate is that CoHost delivers audience clarity rather than just downloads. Basically, it shows your team exactly who's listening, from the company to the role. Then, it turns those podcast plays into smart business insights.

Key Strengths

• Deep audience insights: It provides demographic breakdowns, including age, income, geolocation, hobbies, and social media habits. You even get B2B intelligence that identifies listeners by company, industry, revenue, and seniority level. We use capabilities like these especially for account-based marketing and demand-gen alignment.

• Tracking links for attribution: Offers customizable tracking links to measure campaign performance and source attribution. Recent updates include bulk link generation and duplication to streamline campaign workflows.

• Rapid customer support and usability: Users consistently note how customer responsiveness stands out. One says, 

“The B2B analytics feature set is phenomenal and gives our clients the KPIs and metrics they need.” 

Another states, 

“The team … is super attentive and responsive every step of the way.”

Advanced Features

• Prefix analytics suite: CoHost offers a prefix-only analytics package that allows retention of existing hosting while gaining demographic and B2B listener intelligence.

• Full hosting capabilities: Includes AI transcription, automatic podcast website generation, episode-level consumption metrics, campaign tracking, and pre/post-roll insertion.

• Dashboard and benchmarking: Advanced dashboards let you compare episode performance by show, campaign, release date, and consumption metrics.

Cons

• Limited custom dashboarding: Some users cite fewer dashboard customization options compared to enterprise platforms like Casted.

• Higher pricing tier: Even the base Lite plan begins at premium levels. It may be overkill for small teams.

• Segmentation depth: While demographic reporting is strong, some users feel that more segmentation or dashboard flair would enhance enterprise usability.

Pricing

CoHost breaks down pricing into two tiers:

• Lite Plan – $31/month (billed annually): Includes hosting, team and multi-show management, standard analytics (downloads, episodes, growth, consumption rate), tracking links, AI transcription, auto podcast website, and email support.

• Plus Plan – $44/month (billed annually): Adds advanced listener demographics such as income, hobbies, social media habits, and even pet ownership.
  Both tiers include a 7-day free trial and a 10% discount for yearly billing (Pricing Page).

For clients needing extensive B2B analytics or prefix-only solutions, CoHost offers tailored enterprise pricing. 

2. Casted

Casted is one of the few podcast platforms built specifically for B2B enterprises. We like that Casted doesn’t just focus on downloads and hosting.

It also includes pipeline attribution, content repurposing, and CRM integration. After all, its mission is to help marketing teams prove the ROI of branded podcasts by connecting listening data directly to revenue outcomes. And all these features help.

Key Strengths

• Enterprise CRM & martech integrations: Native connections with Salesforce, HubSpot, Marketo, and Drift allow teams to attribute podcast touchpoints to opportunities and pipeline movement.

• Content repurposing: Built-in AI tools convert podcast episodes into derivative content like blogs, video clips, and audiograms, extending the reach of each episode.

• Customer journey analytics: Tracks how listeners interact with podcasts across the funnel, showing influence on awareness, engagement, and buying decisions.

• Comprehensive workflow: Casted integrates with platforms like HubSpot, WordPress, and Google Analytics so that it’s easy to operationalize content across channels.

• Ease of use: G2 reviewers consistently highlight Casted’s intuitive interface. One user noted, 

“The platform makes it incredibly easy to upload, organize, and repurpose content across channels”.

Advanced Features

• Pipeline attribution: Direct HubSpot sync ensures every podcast touchpoint can be tied to pipeline influence.

• Revenue tracking: Links podcast engagement to closed-won revenue, helping CMOs justify investment.

• Role-based analytics: Identify which buyer personas are engaging most with your podcast.

Cons

• Pricey for smaller teams: Premium positioning may put Casted out of reach for mid-market or smaller podcast teams.

• Fewer ad-tech analytics: Less focused on ad-tech analytics than platforms like Spotify Ad Analytics or Megaphone.

• Steeper learning curve: Some reviewers mention a learning curve when setting up advanced integrations. 

Pricing

Casted does not publish pricing details. Companies should request a demo to receive a tailored quote.

3. Captivate

Captivate is a full-service podcast hosting platform built for creators who want to grow, monetize, and manage with ease. 

We recommend it to serious podcasters, from solo founders and entrepreneurs to enterprise networks. It can help you with IAB-certified analytics, streamlined workflows, and powerful marketing tools. All this is great for audience expansion and revenue generation.

Key Strengths

• Unlimited everything: All plans include unlimited podcasts, uploads, storage, and team access.

• IAB-certified analytics: Captivate delivers trusted, accurate metrics, including unique listener counts, device and location breakdowns, web player engagement, and episode comparisons.

• Marketing tools built in: It provides the ability to monetize via membership subscriptions, tips, exclusive content, and sponsor kits. Private and internal podcasting are available on all plans. Dynamic ad insertion and guest booking features streamline production and promotion workflows.

• Support and community: Highly rated support (TrustPilot: 4.8/5 from 88 reviews; G2: 4.5/5) and active weekly Q&A sessions have earned praise for their responsiveness and creator-first approach. Here’s what the Podcast Consultant had to say: 

“There’s nobody that can compete with Captivate on price, service, features, and even training for newbies.” 

• User-friendly workflows: Reviewers highlight Captivate’s intuitive interface and workflow optimization. They say it makes launch and scale feel accessible even for new podcasters.

Advanced Features

• Network-level analytics: Track performance across multiple shows in aggregate or individually, including top episodes, month-on-month trends, and listener overlap by IP/device.

• Web player analytics: See detailed behavior such as plays, replays, drop-offs, and listening duration via embedded web players, which unlocks insights beyond directory listens.

• Deep episode analytics: Access episode-level metrics such as daily downloads over time and trending performance with visual timelines to inform content planning.

• Full analytics access on all tiers: Unlike some hosts that reserve richer metrics for higher tiers, Captivate makes its entire analytics suite available to every user.

Cons

• UI complexity: A few G2 reviewers note Captivate’s interface can feel overwhelming for new users transitioning from simpler platforms like Castos, which scores higher on ease of use (9.5 vs 8.9) according to G2 comparison.

• Limited custom branding: G2 comparisons suggest Captivate offers less flexibility for custom branding compared to competitors.

• Download limits by plan: Even though uploads and storage are unlimited, there is a cap on included monthly downloads that scales with plan level. Exceeding usage may require custom pricing or higher tiers.

Pricing

Captivate offers three transparent annual plans (pricing in USD, billed yearly)

• Personal – $19/month: Up to 30,000 downloads/month

• Professional – $49/month: Up to 150,000 downloads/month

• Business – $90/month: Up to 300,000 downloads/month

All plans include unlimited podcasts, storage, team members, private podcasting, monetization tools, and IAB-certified analytics. A 7-day free trial is available, and features are not restricted by tier–only the monthly download ceiling changes.

4. Transistor

Transistor is a professional-grade podcast hosting and analytics platform trusted by startups, enterprises, and media networks. 

Like Captivate, it offers unlimited podcasts and team members on every plan. That’s why it’s cost-effective for B2B organizations managing multiple branded shows. 

Also, its analytics are IAB-certified, which means you can be confident in their accuracy when presenting metrics to leadership or sponsors.

Key Strengths

• Built-in scalability: Transistor makes it simple to scale podcasting operations. Teams can manage multiple shows under one account, invite unlimited collaborators, and create both public and private feeds. 

• Private podcasting: Its private podcasting is particularly valuable for internal comms, gated customer content, or sales enablement. 

• Detailed, granular analytics: The analytics suite goes beyond basic download counts to include listener locations, subscription sources, retention trends, and aggregated network analytics across multiple shows.

Besides the above pros, users frequently highlight its ease of use. On G2, where Transistor scores 4.8/5, one reviewer noted it’s 

“extremely easy to use while still providing advanced analytics I can present to leadership.” 

Another mentioned that 

“we scaled to multiple shows without hitting limits or paying for extra seats.”

Advanced Features

Alongside its clean publishing and hosting tools, Transistor offers:

• Network-wide analytics to compare performance across shows.

• Auto-generated customizable podcast websites with subscription pages.

• Private feeds with access controls for secure distribution.

• API access on enterprise plans for integrating metrics into custom dashboards.

Cons

• Lacks built-in monetization tools: Transistor does not include built-in monetization tools like dynamic ad insertion or sponsorship kits. You’ll need external solutions for revenue generation. 

• Limited integrations: Its integration ecosystem is also more limited compared to Casted or CoHost. 

• Basic engagement data: While overall analytics are strong, engagement data, specifically, such as replay heatmaps or player-level insights, is relatively basic.

Pricing

Transistor’s pricing is straightforward, with all features included on every plan and tiers based only on download limits:

• Starter – $19/month (20,000 downloads)

• Professional – $49/month (100,000 downloads)

• Business – $99/month (250,000 downloads)

• Enterprise – Custom pricing for 1M+ downloads and API access

All plans come with unlimited podcasts, unlimited team members, private podcasting, and analytics, plus a 14-day free trial.

Check out their full pricing here.

5. Spotify Ad Analytics (formerly Podsights)

Spotify Ad Analytics grew out of the acquisition of Podsights, one of the leading podcast advertising measurement services. Today, it functions as a free, enterprise-ready attribution tool that delivers real-time campaign insights across podcasts and music. 

We like it because it’s powered by Spotify’s first-party data. And that means it helps marketers measure ad impact, conversion lift, and brand awareness across channels easily.

Key Strengths

• Unified insights across Spotify: With Podsights integrated into Spotify, the platform now enables unified measurement across Spotify’s entire ad ecosystem. And yes, this includes music, podcasts, and display formats. 

• Detailed reporting: It uses the Spotify Pixel (JavaScript or SDK) to connect conversions such as leads and purchases back to campaign exposure. It also includes brand-lift reporting to track improvements in ad recall, awareness, and message association.

• Free and unlimited: Marketers and publishers can run unlimited campaigns and impressions at no cost, making it highly cost-effective for enterprise-scale measurement.

• Cross-platform attribution: Spotify Ad Analytics also allows both in-Spotify and off-platform attribution. Teams can measure whether podcast ads drove users to their site across listener devices and publishers, creating a clearer picture of campaign performance.

Advanced Features

• Powerful, centralized dashboard: The attribution engine has centralized dashboards that show campaign delivery, conversions, and creative impact in real time. 

• Multi-touch attribution: The Spotify Pixel links ad touchpoints to website activity or app usage, giving multi-touch path insight. Brand lift reporting includes metrics for recall, awareness, and message association.

• Increases visibility: For publishers, being listed in Spotify Ad Analytics means added visibility through the Advisor program. And that’s great because it makes inventory more discoverable to advertisers who value measurable outcomes.

Cons

• Less granularity and integrations: The platform is focused on advertising measurement and attribution. It does not offer episode-level engagement metrics, listener persona analysis, or CRM integrations that many enterprise podcast analytics platforms provide. 

• Not content-focused: Enterprises may need to pair it with something for content optimization, like Casted or CoHost, to achieve deeper funnel attribution. In addition, it’s optimized for paid campaigns, so it does not cover organic listening behavior or content ROI in detail.

Pricing

Spotify Ad Analytics is free for all users, including brands, agencies, and publishers worldwide. This includes unlimited campaigns, impressions, and full access to the Spotify Pixel.

6. Megaphone (Spotify)

Megaphone is Spotify’s enterprise-grade podcast hosting, monetization, and analytics platform that emerged from Panoply Media and was acquired by Spotify in late 2020 for $235 million. It’s designed for publishers and networks seeking strong ad-tech solutions, advanced targeting, and seamless integration with Spotify’s Audience Network .

Key Strengths

• Impressive insights: Megaphone is exceptional at ad operations and publisher monetization. Publishers gain access to episode-level content and ad analytics, including streaming metrics, confirmed reach, consumption data, and retention insights (Spotify-only data) . 

• Editing capabilities: Contextual targeting enables advertisers to focus on or exclude content based on episode topics. New tools like segment editing and bulk ad campaign editing make managing CPMs, pacing, and dynamic ad zones more efficient .

• Custom RSS features and integration: The platform also offers custom RSS features and supports third-party attribution prefixes such as Spotify Ad Analytics or Podtrac. That, in turn, allows multi-layered measurement across systems.

Advanced Feature

• Spotify audience network: Megaphone lets publishers harness the Spotify Audience Network for a broader reach and revenue opportunity. Its ad-tech stack facilitates streamlined sales operations, while advanced analytics let teams compare performance across episodes, campaigns, and shows . 

Cons

• Limited CRM connection: Megaphone focuses heavily on ad monetization and publisher workflows, so it lacks some of the listener-persona or CRM-connected capabilities found in other platforms. 

• Analytics are more ad-centric: If you’re prioritizing organic listener engagement, conversion paths, or buyer insights, you will likely need to pair Megaphone with additional tools.

Pricing

Megaphone does not disclose public pricing. Enterprises must request quotes directly from Spotify, especially for access to advanced ad tools and Audience Network participation.

You can reach out to them here.

7. Podtrac

Podtrac is the industry-standard measurement platform that’s been powering podcast analytics since 2005. 

We’ve known it since its inception.

And as the first IAB-certified third-party measurement service for downloads, ad delivery, and listener metrics, it has become a trusted benchmark for publishers and advertisers alike. The platform handles over 250 million unique downloads per month and supports reliable, cross-host analytics.

Key Strengths

• Independence and transparency: It lets creators measure performance on any hosting provider using a consistent, IAB-compliant methodology. The dashboard offers daily episode metrics, unique monthly audience counts, and publisher rankings that are useful for both internal reporting and sponsorship discussions.

• Strong demographic data: It also includes demographic sampling and ad attribution that tracks visits, conversions, and cost per sale tied to shows or ad spots. 

On Reddit, users praise Podtrac for its reliability and cross-platform consistency. One shared, 

“stats are independent of your podcast host … I’d trust Podtrac’s stats more since they’ve been doing it much longer.”

Advanced Features

Advertisers can use Podtrac Attribution to measure campaign effectiveness through visits, purchase conversion data, and performance metrics for both embedded and dynamically inserted ads. Monthly publisher and podcast rankings help teams benchmark reach and audience growth in an objective, cross-platform way.

Cons

• Lacks granular insights and important integrations: Podtrac focuses only on measurement. Listener personas, CRM integrations, revenue-per-download, or content-driven funnel insights are not part of its offering. 

• May require another analytics tool: For enterprise teams needing multi-touch attribution or marketing automation, Podtrac may need to be paired with tools like Casted or CoHost.

Pricing

Basic Podtrac measurement is free for podcasters and advertisers. To access ad attribution dashboards or advanced enterprise analytics, you must contact the team for custom pricing. This flexibility makes it accessible for independent creators but sophisticated enough for high-volume advertisers.

8. Castos Enterprise

Castos Enterprise is a tailored podcast hosting and analytics solution built for organizations with secure, high‑volume, or internal podcast needs. It’s known for its customizable mobile app and white‑label listening platform. 

We recommend it to enterprises who want to manage private and public shows with more control, support, and ease of access. The platform is trusted by brands such as Instacart, Fidelity, Tag Heuer, and the London Stock Exchange.

Key Strengths

• Enterprise-level security: Castos Enterprise provides a platform and mobile app built around the secure delivery of content inside organizations, backed by staff support to align to enterprise-level requirements. Clients benefit from single-sign-on, custom branded listening apps, and security protocols tailored to closed environments. 

• CMS integrations: Integration with WordPress via their “Seriously Simple Podcasting” plugin ensures seamless content management and publishing from within existing CMS workflows. Support teams are often cited as responsive and helpful; one G2 user called Castos “easy to use,” praising clean analytics and strong post-production support.

Advanced Features

• Custom mobile app and web player tailored to enterprise branding needs.

• White-glove onboarding and account management featuring dedicated support.

• Secure private podcasting with mobile app accessibility is ideal for employee communications or gated content.

• Scalable hosting infrastructure with guaranteed uptime and federation options for larger networks.

Cons

• Slow sign-up: Enterprise offerings are not self-service, as pricing and deployment are fully customized, which may slow the evaluation process. 

• Can be expensive: Pricing can reach premium tiers, particularly for high private subscriber counts or custom app requirements. 

Pricing

Castos does not list flat pricing for its enterprise tier. However, the Premium Plan starts at $499/month, and includes features like SSO, dedicated account management, increased private subscriber limits, and custom contracting and invoicing. Above and beyond this, Enterprise pricing is fully custom.

9. Simplecast

Simplecast is a podcast hosting and analytics solution that we like because it has genuinely enterprise-level features, but it can fit podcasters of all sizes. 

For example, it supports unlimited storage, embeddable players, and in-depth analytics built on an IAB-certified foundation. 

Its strength lies in ease of distribution, intuitive interface, and a branded listening experience that scales from creators to agencies.

Key Strengths

• Low learning curve: Simplecast has long been praised for its user-friendly design and powerful analytics. One G2 reviewer called it 

“a simple, straightforward option to get your podcast published and available to your audience.” 

• Simple and beautiful UI: Another highlighted how it makes episode hosting and distribution “a delight” by citing the intuitive UI and efficient post-launch workflows. Many users value its world map-based episode analytics and multi-dashboard visibility for each episode performance. Comparisons on G2 rate Simplecast highly in ease of use (9.4/10) and custom branding (8.8/10).

Advanced Features

• One-click distribution: Simplecast supports distribution channels, like Apple Podcasts (which is the leading podcast platform), Spotify, and Google Podcasts. 

• Low-level insights: The Audience by Simplecast analytics tool delivers granular insights such as location heatmaps, device and browser data, listening habits, and episode-level trends.

• Useful secondary tools: Podcast monetization is supported through AdsWizz Marketplace access. Other advanced tools include embeddable players, the built-in Recast tool for social content, and customizable podcast websites. 

Cons

• Busy dashboard: Some users report that the initial dashboard can feel overwhelming, especially if migrating from simpler platforms. Others note that certain high-value features, such as richer analytics and monetization, require higher-tier plans. 

• Performance issues: There have been occasional reports of slower upload speeds and limited site reliability when using custom domains.

Pricing

Simplecast offers tiered pricing based on plan features and download capacity:

• Basic — $15/month (or $13.50/month annually):
  Includes unlimited storage, distribution, customizable show website, Recast tool, up to 20,000 included downloads, and email support.

• Essential — $35/month (or $31.50/month annually):
  Adds expanded analytics, including unique listener reports, web player and technology analytics, location breakdowns, and up to 50,000 downloads.

• Professional & Enterprise — custom pricing:
  Designed for large brands or networks requiring white-labeling, custom RSS feeds, high-bitrate audio, custom reports like audience overlap, and dedicated support managers. 

Each plan includes a 14-day free trial for evaluation.

10. Libsyn

Libsyn (Liberated Syndication) is one of the longest-standing podcast hosting platforms, established in 2004 and widely recognized for its reliability and scale. 

Known for serving both independent creators and enterprise podcasters, it brings everything you need in one place. This includes hosting, IAB-certified analytics, distribution to all major directories, and monetization options through advertising and subscriptions. 

Libsyn has been around for a long time and it’s being used by many companies. As a result, it has become a true staple in podcast analytics and hosting for large organizations.

Key Strengths

• Dependable performance: Libsyn’s core strength lies in stability and scale. It is praised on G2 for being 

“dependable and straightforward,” 

with users highlighting that episodes are “quick to publish and easy to manage.” Capterra reviews also point out its long track record, with one user noting that Libsyn has been “reliable for over a decade with little downtime.”

• LibsynPro: Enterprise teams benefit from LibsynPro, which adds features like advanced analytics, dedicated account managers, SSO, and enterprise-grade support. The platform also integrates with podcast monetization tools, including dynamic ad insertion and the Libsyn Ads Marketplace.

Advanced Features

• IAB-certified analytics with episode-level insights, geographic breakdowns, user agents, and platform usage.

• Dynamic ad insertion and programmatic advertising opportunities.

• Private podcasting and subscriptions for employee communication or gated content.

• Libsyn Studio for simplified recording and publishing workflows.

• Distribution to over 20 major podcast apps with customized branding and scheduling tools.

Cons

• Oldish interface: Reviewers note that the interface feels dated compared to newer platforms and that the dashboard can be less intuitive for first-time users. 

• Lacks automations: Some users report limited automation compared to modern enterprise tools like CoHost or Casted. Monetization options are functional but not as advanced as those offered by Spotify Ad Analytics or Megaphone.

Pricing

Libsyn’s standard pricing tiers are designed around storage rather than downloads, starting at:

• $7/month: 162 MB of storage, basic features.

• $15/month: 324 MB of storage, stats included.

• $20/month+: 540 MB+ storage, advanced IAB analytics, monetization, and distribution features.

For enterprises, LibsynPro offers custom pricing, bulk storage, account management, advanced analytics, and premium monetization tools. Pricing is tailored to organizational needs and volume.

Honorable Mentions

Rephonic

Rephonic is best known for its podcast database and 3D audience graph that helps marketers discover shows and analyze overlap between audiences. While not a full hosting or analytics provider, it’s widely used by B2B teams for guest booking, audience insights, and competitive benchmarking. It's best at helping brands understand where their target ICP is already listening, which can inform sponsorship and content strategies.

Listen Notes

Listen Notes is a powerful search engine for podcasts with a large global database. B2B marketers often use it for research, competitive tracking, or audience discovery rather than in-depth analytics. While its data is less granular than enterprise analytics platforms, it is useful for identifying relevant podcasts in specific niches and monitoring industry activity.

What to Look For in a B2B Podcast Analytics Platform

After exploring the top podcast analytics platforms, the next step is evaluation. Enterprises must weigh integrations, attribution, compliance, and revenue metrics to select a solution aligned with business goals.

CRM and MarTech Integrations

For B2B marketing teams, podcast analytics only drive impact if they connect to the broader MarTech stack. 

That’s why we recommend you to check their CRM and marketing channels automation integrations. Without them, you can’t ensure podcast engagement data flows directly into account activity, nurturing programs, and attribution models.

Casted is a leader in this area because it has direct integrations with HubSpot via its Media Bridge. We like it because we can sync episode-level engagement data into HubSpot. That way, we’re tying podcast interactions to contact records and campaigns for account-based marketing.

Spotify Ad Analytics (formerly Podsights) takes a complementary approach by linking podcast ad impressions to downstream web activity and conversions. The platform uses tracking pixels and conversion APIs for that. 

Your marketing teams can feed this engagement data into Salesforce, HubSpot, or other attribution platforms to understand how podcast ads influence the pipeline.

These integrations close the gap between podcast performance and revenue reporting. That way, enterprises can prove ROI in terms that their stakeholders recognize.

Multi-touch Attribution and Pipeline Influence

B2B buying journeys rarely follow a single touch in our experience.

And studies confirm it: B2B buyers engage with 3-7 pieces of content before engaging with sales. Prospects may listen to a podcast, engage with a whitepaper weeks later, and only connect with sales after multiple interactions. This makes multi-touch attribution essential. 

Instead of crediting only the last click, you need an analytics platform that shows how podcasts contribute to pipeline influence across the buyer journey.

CoHost offers exactly that. 

Its B2B Analytics identifies which companies are listening by size, industry, and revenue. This gives marketing teams visibility into pipeline-qualified accounts and helps prove how podcast engagement supports lead generation and deal velocity. Spotify Ad Analytics (formerly Podsights) complements this with ad-level attribution. 

With these capabilities, you can see how podcasts influence deals even when they aren’t the final touch. This transforms podcasting from a “brand-only” initiative into one of the revenue operators.

Enterprise Security, Compliance, and Customization

B2B enterprises need security and compliance more than other smaller companies. Your podcast episodes can very well feature sensitive customer stories, executive insights, or discussions about clients in regulated industries. 

If platforms can’t guarantee data protection and compliance, they won’t make it past IT or legal reviews.

For instance, CoHost’s infrastructure is GDPR-compliant, with strict data handling protocols that align with enterprise requirements. This makes it a strong choice for companies operating in regulated markets.

Megaphone (Spotify) also supports enterprise compliance through its IAB Tech Lab-certified analytics. This certification helps marketers trust the numbers they’re reporting to leadership and regulators.

Similarly, we advise you to make customization a priority for your enterprise. 

Casted allows companies to tailor reporting dashboards and align them with internal KPIs. This way, B2B podcast metrics integrate seamlessly with broader marketing and revenue reporting frameworks.

Aligning Measurement Goals with Platform Strengths

Not every analytics platform is built for the same purpose. Some excel at ad attribution, while others specialize in account-level insights or CRM automations. Choosing the right tool depends on aligning your measurement goals with platform strengths.

If your primary objective is ad performance and conversion tracking, then Spotify Ad Analytics is a natural fit. Its pixel-based tracking and brand lift studies are designed to measure how ads drive downstream behavior.

But if you’re focused on B2B attribution and ROI proof, we recommend you try CoHost because it has company-level analytics. That means you can tie downloads to target accounts and pipeline progression.

When your goal is account-based engagement, Casted can be a good option. As we explained above, it has strong CRM and ABM integrations. Use them to connect podcast listens to known contacts and opportunities in Salesforce or HubSpot.

Meanwhile, Megaphone and Podtrac provide more standardized, IAB-compliant measurement for enterprises that prioritize consistent metrics across channels.

Enterprise vs. Mid-market vs Open-Source Options

Podcasting analytics isn’t one-size-fits-all. Platforms differ significantly in scalability, integrations, and cost, making it essential to understand which tier they best serve.

We recommend enterprise solutions like CoHost, Casted, and Megaphone (Spotify) specifically to large organizations that need: 

• CRM and ABM integrations

• Compliance-ready infrastructure

• Advanced attribution

These platforms are designed to satisfy IT, legal, and marketing leaders alike, with features that justify investment by proving ROI and revenue influence.

Mid-market platforms such as Transistor and Captivate strike a balance between usability and depth. They can, indeed, give you advanced analytics like listener behavior, demographics, and performance trends.

However, we can’t help but notice they may lack the CRM integrations or compliance layers required by heavily regulated enterprises. We recommend them for scaling B2B teams that need more insights than standard hosting but aren’t ready for the complexity or cost of enterprise-grade platforms.

Open-source and lightweight tools like Podtrac (free for publishers) and Listen Notes provide accessible entry points for podcasters who need basic analytics or directory-level visibility. They don’t have enterprise features, but they remain valuable for benchmarking or budget-conscious teams.

Questions to Ask During Vendor Demos

Vendor demos are quite polished, but the right questions reveal whether a platform will truly meet enterprise needs. You should go beyond surface features and ask:

• How do you integrate with Salesforce, HubSpot, or Marketo?
  Confirm whether integrations are native, custom-built, or reliant on third-party connectors.

• What attribution models do you support?
  Ask if the platform provides multi-touch attribution or only last-touch, and how pipeline influence is measured.

• Can you track revenue-per-download and account-level engagement?
  This determines if the platform can connect podcast activity directly to deals and revenue.

• How customizable are dashboards and reports?
  Look for flexibility to align analytics with internal KPIs and C-suite reporting needs.

• What support and onboarding resources are available?
  Assess whether the vendor offers enterprise-grade training, technical support, and customer success management.

Wrapping Up

We’ve explored the top B2B podcast analytics platforms designed for enterprise ROI. These tools go beyond downloads and offer attribution, CRM integrations, and compliance-ready reporting to prove business impact.

Your best fit depends on priorities. CoHost and Casted excel in enterprise attribution and CRM workflows, while Spotify Ad Analytics leads in ad performance tracking. Transistor or Captivate fit mid-market needs.

Define your measurement goals, map them to platform strengths, and ask the right questions in demos. With the right partner, your podcast becomes a measurable revenue driver.

At Content Allies, we help enterprise brands scale B2B podcasts that deliver business outcomes. If you’re ready to align your show with ROI, let’s talk.

Frequently Asked Questions 

What metrics should I track for podcast ROI?

Besides downloads, track engagement per episode, revenue-per-download, listener role, and/or account-level insights, and pipeline influence. These metrics prove how podcasting supports business outcomes rather than just audience reach.

How do podcast analytics connect to the pipeline?

Enterprise-grade platforms like CoHost and Casted link podcast listeners to sales-qualified leads, opportunities, and revenue. They integrate with CRMs, and you can map podcast engagement across buying stages and prove influence on pipeline progression.

Can podcast analytics integrate with Salesforce?

For enterprise teams, podcast analytics only drive impact if they connect to the broader MarTech stack. CRM and marketing automation integrations ensure podcast engagement data flows directly into account activity, nurturing programs, and attribution models.

What’s the industry standard for podcast measurement?

The Interactive Advertising Bureau (IAB) sets the benchmark for podcast metrics. Under IAB v2 guidelines, a podcast download is counted only when a file request lasts at least 60 seconds and delivers a minimum of 1 MB of audio data, filtering out bots, partial plays, and duplicate requests. IAB-certified platforms like Transistor, Megaphone, and Simplecast apply these rules. Standardized downloads and impressions are measured consistently and trusted by advertisers and enterprises alike.

Are open-source tools like OP3 still relevant?

Yes, but with limitations. OP3 provides transparent, IAB-compliant download tracking at no cost, which makes it useful for smaller teams or supplementary reporting. Enterprises typically need advanced attribution and integrations that open-source tools don’t offer.