200: What Your Podcast Numbers Are Really Telling You

When was the last time you looked at your podcast numbers? In today’s episode, I’m walking you through a simple review of your numbers and what to do with that data. Plus, get an inside look at a data review call within Soundboard Society, the coaching program for podcasters.

Clocking In with Haylee Gaffin is produced by Gaffin Creative, a podcast production company for creative entrepreneurs. Learn more about our services at Gaffincreative.com, plus you’ll also find resources, show notes, and more for the Clocking In Podcast.

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Register for Our Live Data Review Call

I’m hosting a live podcast data review call on Monday, February 2nd, and I’d love for you to join us. You’ll get to experience the exact process we use—how we analyze numbers, how we make decisions, and how we keep our podcasts aligned with our business goals.

Why Monthly Podcast Data Reviews Matter

We’ve all been there. A big month hits and you think, “Cool!” but don’t take the time to ask why. Or downloads dip and you scramble to fix it without understanding what changed.

That’s the problem with infrequent data reviews. When you only look once in a while, you see isolated events, but when you check in monthly, patterns start to emerge.

You begin to see:

Which episodes actually land with your audience
What types of content drive action
How your marketing efforts connect to growth
And most importantly, how your show supports your business goals

Monthly reviews help you stop guessing. You’re no longer throwing spaghetti at the wall—you’re making decisions with clarity and confidence.

What Podcast Metrics to Track (And Why)

The key to understanding your data is knowing which numbers matter and how to use them.

Here are the three main metrics I recommend you review every single month:

1. Total Monthly Downloads

Think of this as your baseline. You’re not judging this number, but using it as a data point that helps you understand what’s “normal” for your show. When it changes, you’ll know to dig deeper.

2. Episode-Level Performance

Here’s where things get interesting. Look at how each episode performed after it’s been out for at least 30 days. That window gives it time to run through its natural download lifecycle.

Pay attention to:

Topics that outperform
Guest vs. solo performance
Personal vs. educational episodes

It’s not about what you think people want—it’s about what the numbers say.

3. All-Time Downloads

This one isn’t for comparison, but instead for momentum. All-time numbers remind you that your content compounds. Every episode adds value, even if it doesn’t go viral. It’s proof that your work builds over time.

Set a Goal Before You Try to Optimize

Before you start tweaking strategies or chasing more downloads, pause and ask yourself one critical question:

What do I actually want my podcast to do this year?

Because without a clear goal, your numbers don’t mean much. You need a filter to run decisions through.

Here are a few podcast goals I commonly see:

Attracting more consistent downloads
Generating leads or client inquiries
Securing brand partnerships or sponsors
Positioning yourself as an expert in your niche
Rebuilding the show to align with a new business direction

Your goal informs everything—from the episodes you create to the calls-to-action you include. Know what you’re aiming for before you try to grow it.

Marketing with Real-Life Capacity

One of the biggest mistakes I see podcasters make is creating overly ambitious marketing plans they can’t realistically sustain. Then they get discouraged when it all falls apart.

Here’s your rule: your podcast marketing plan must fit your real life.

That might look like:

One newsletter feature per episode
One repurposed Instagram post
One consistent reminder that your podcast exists

And guess what? That’s enough. Consistency beats intensity every time. The goal is to stay top of mind—not to burn yourself out with a strategy you can’t keep up with.

What to Ask During Your Monthly Review

Once you’ve looked at your numbers, here are the questions I want you to ask:

About Your Show as a Whole:

Did I run any paid promotions this month?
Were there any unusual spikes in downloads—and can I explain them?
Did I change anything about how I marketed the podcast?
Did a guest or episode format perform differently than usual?
Did anyone mention the podcast when they booked, applied, or reached out?

For Each Episode:

What was the goal of this episode?
What was the primary call-to-action?
Did I receive any replies, messages, or inquiries related to it?
How often did I market or promote this episode?

These aren’t just reflection questions—they create a paper trail you can reference later. Over time, you’ll spot trends. Certain formats might drive more engagement. Certain topics might quietly outperform. And that knowledge gives you leverage.

A Look Inside Soundboard Society

Inside Soundboard Society, we do this kind of review every month. We slow down and look at real podcast numbers in a real-time setting. We connect the dots between data and decisions. And we make strategic moves based on what’s actually working.

To celebrate my 200th episode of Clocking In, I want to invite you behind the scenes.

This isn’t just about data. It’s about using your podcast on purpose.

Mentioned in this Episode:

Connect with Haylee:

Soundboard Society: gaffincreative.com/soundboard

Instagram: instagram.com/hayleegaffin