Tracking and attribution

Making the best use of tracking pixels

Updated over a week ago

Acast supports tracking tags (also known as pixels) for third party impression tracking, verification, brand uplift, attribution, and other uses.

When you’re creating a new campaign or editing an existing one, you have the option to add a multiple 3rd party tracking. Paste your custom tracking url in the text field and click the plus button to insert a tracking url to your campaign. You can remove the existing value of tracking urls by clicking the trash bin.

Approved Vendors by Market:

  • ArtsAI

  • Adform

  • Adition

  • Delta Projects

  • Flashtalking

  • Google Doubleclick

  • Podscribe

  • Sizmek

  • Veritonic

Global (excluding EEA, Switzerland & UK)

  • Chartable

  • Podtrac

US Only

  • Claritas

  • Placed

  • UpWave

  • VideoAmp


  • Extreme Reach (US, CA, MX)

  • Kantar (US & AU)

  • Lucid (US, AU, CA, MX, UK, DE, FR, ES)


Tags may require macros to replace values with data points that are shared with tag vendors and advertisers.

  • Cachebuster: (acast-random) - inserts random value

  • IP address: (acast-ip) - inserts IP address

  • User Agent: (acast-useragent) - inserts user agent

  • Show Name: (acast-channel-url) - inserts show URL

  • Episode Name: (acast-episode-url) - inserts episode URL

  • Device ID: (acast-device-ad-id) - inserts mobile advertising ID

  • Timestamp: (acast-timestamp) - seconds since unix time

  • Privacy: (acast-privacy) - inserts privacy field

Note that the IP address and Device ID will not be shared without consent within the EEA countries.

How To Guide

The vendor that supplies you with the tag should explain what macros to insert. You simply need to edit the URL to include the respective Acast macros. Do not include any <img> tags, only the URL itself.

Here are two examples of how the Macros (in bold) need to be changed:

Original A:[cachebuster]

Edited A:

Original B:;ord=%7Bcb%7D;request_ts=%7Btimestamp%7D;user_agent=%7BUserAgent%7D;ip_address=%7BIP%7D;podcast_title=$%7Bparameters[""]!}

Edited B:;ord=%7Bcb%7D;request_ts=(acast-random);user_agent=(acast-useragent-hash);ip_address=(acast-ip);podcast_title=(acast-channel-url)

Compliance with applicable laws

If you are adding 3rd party attribution tracking tags:

Since the use of attribution tracking and reporting require you to install a pixel on your website, you are solely responsible for ensuring that an EU compliant notice and opt-in cookie banner is deployed on your website to lawfully track attribution and collect website data (such as the website visitor/user IP address, User Agent and event logs). An EU compliant notice and opt-in cookie banner must:

  • Include sufficient and clear information on the purpose of any cookie;

  • Collect valid opt-in consent from the website visitor/user before a cookie is placed on the visitors/user's computer, i.e. cookie consent must be given by a statement or clear affirmative action (consent cannot be validly obtained through pre-ticked checkboxes).

Frequently Asked Questions

Why are there impression count discrepancies between Acast and Tag Vendors?

Acast measures ad delivery using the IAB Podcast Measurement Guidelines 2.0. Other tag vendors may use different methodologies to count impressions. All ad servers have slightly different impression measurement logic so this is to be expected.

Why don’t all 3rd Party tracking solutions work?

Most tracking solutions have not been developed to be compatible with podcast ads. Acast also performs server side ad insertion, and some tags may be reliant on client side ad insertion. Tracking solutions that are reliant on mobile advertising IDs may not perform as expected because podcasts are a less addressable medium than display or video.

Can I use a VAST redirect tag?

No, Campaign Manager does not support VAST redirect tags at this time.

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