AudioGo, the self-serve audio advertising platform run by AdsWizz, said on October 23, 2026 that it has partnered with InMarket, a media, measurement and insights company, so that advertisers can track whether audio campaigns produce store visits and sales that would not otherwise have happened. The integration works through InMarket pixels that advertisers place on their AudioGo campaigns, and it reports incremental foot traffic and incremental return on ad spend alongside the reporting AudioGo already provides.

In Short

AudioGo sells ads that play on streaming radio, podcasts and music apps, and it now works with a company called InMarket that tracks whether people who heard an ad later walked into a store. The point is to count only the extra visits the ad caused, not visits from people who would have come anyway, which matters most to car dealers, franchises and other local businesses. To use it, an advertiser first needs its own contract with InMarket, and the announcement does not say how the counting is done or what it costs.

What the partnership covers

According to AudioGo, the connection with InMarket lets advertisers "follow the path from someone hearing an ad to walking into a store and making a purchase." The company lists four things advertisers can now see: the incremental foot traffic their audio campaigns drove, expressed as additional store visits; how audio moves people "through the entire purchase funnel, from listener to store to product"; incremental return on ad spend, or iROAS, next to existing AudioGo reports; and campaign decisions grounded in visits and sales rather than reach and frequency.

The framing is deliberate. AudioGo's announcement poses what it calls the question every advertiser should be asking: "Did this ad actually drive visits and sales that wouldn't have happened otherwise?" That is a question about incrementality, which compares the behaviour of people exposed to an ad with the behaviour of similar people who were not. It is a narrower and harder claim than simple visit attribution, which credits any exposed person who later shows up at a location.

According to AudioGo, InMarket's real-time measurement platform draws on two data assets: "$736B in total commerce data" and "200 million+ location-based consumers." Neither figure comes with a definition. The release does not say whether the $736 billion is an annual or cumulative total, which transactions it includes, or how the 200 million consumers were counted, over what period, or in which countries. Both are InMarket's own figures and have not been independently verified.

How setup works

The mechanics are simple on paper. According to AudioGo, advertisers "who have an agreement with InMarket can request a pixel directly from their InMarket team." Once they have the codes, they add them to their AudioGo campaigns, and InMarket "handles the rest by automatically connecting exposure to offline outcomes."

AudioGo lays this out as three steps: set up an agreement with InMarket, request a pixel from InMarket, then add the codes to any AudioGo campaign. The first step links to InMarket's contact page. That sequencing matters. The measurement is not a built-in feature that switches on inside AudioGo; it depends on a separate commercial relationship with InMarket. Neither company disclosed what that agreement costs, whether there is a minimum spend, or whether AudioGo offers any pricing for its own advertisers.

A tracking pixel in an audio context is a piece of code that fires when an ad is served, recording an impression event that a measurement provider can later match against other data. Here, the match is against InMarket's location and commerce data. The release does not say what identifier links an audio impression to a later visit, whether that is a mobile advertising ID, an IP address, a household graph or something else.

Who it is aimed at

AudioGo is explicit about the target. According to the company, the measurement is "especially powerful for businesses where an incremental store visit is the whole point - franchises, auto dealers, home services, and other local and multi-location brands that AudioGo advertisers run every day."

The company adds: "For the first time, these advertisers can connect an audio ad directly to whether it brought someone through the door who wouldn't have visited otherwise, not just whether it was heard by someone who would have visited anyway, ad or not."

"For the first time" is AudioGo's characterisation of its own platform. Foot traffic measurement for audio is not new across the industry, and AudioGo's own site already lists conversion tracking among its ad solutions. What the company appears to be claiming is that its self-serve buyers, many of them small and local, can now reach incrementality-based visit measurement from InMarket inside their AudioGo workflow.

Two executives commented on the deal. Chris Bolte, VP of Self Serve at AudioGo, said: "The more advertisers can see and understand the impact of their campaigns, the better they can optimize and invest. InMarket adds another powerful layer of measurement to AudioGo, connecting campaign exposure with outcomes like incremental visits, sales and return on ad spend."

Kevin Hochstein, Senior Director, Measurement Partnerships at InMarket, focused on regional retailers. "Local and regional chains are some of the most competitive advertisers out there, and they're too often the hardest to measure," Hochstein said. "By bringing InMarket's measurement capabilities to AudioGo, we can finally show these advertisers exactly how audio is driving incremental visits and sales to the stores that matter most to their business."

What the announcement leaves out

For a release built around the word "incremental," it says very little about how incrementality is established. There is no description of the control group, whether exposed and unexposed listeners are matched on demographics, geography or prior visit history, and no mention of the attribution window between hearing an ad and visiting a store.

Several other details are absent:

  • Location boundaries. Visit measurement depends on how a store's footprint is drawn. A tight building outline and a wide circle around the site will count different visits, and the release does not say which method InMarket uses.
  • Coverage. The release names no markets. AudioGo's sign-up links point to its US app, but the announcement does not limit or extend availability by country.
  • Consent and data sourcing. Nothing in the release explains where InMarket's location data comes from, how consumers agreed to its collection, or whether the measurement carries any third-party accreditation.
  • Match rates. Audio is heard across smart speakers, car dashboards, desktop browsers and phones. The share of AudioGo impressions that can be tied to a location-enabled device is not disclosed.
  • Sales data. The release says advertisers can measure sales and iROAS but does not explain how InMarket links a visit to a purchase, or whether sales figures come from the advertiser, card data or modelled estimates.
  • Results. No case study, lift figure or campaign count is included. The companies describe what advertisers will be able to see, not what any advertiser has seen.

None of these gaps is unusual for a partnership announcement. They matter because a figure like "incremental store visits" can be computed in very different ways, and advertisers comparing audio against other channels need to know whether like is being measured against like.

Context: audio's measurement problem

Audio has long struggled to prove outcomes. Unlike a search or social click, an audio ad leaves no direct path to a website, let alone a store. That gap shows up in budgets. When AdsWizz renewed its SoundCloud and Sonos sales agreements in July, PPC Land reported AdsWizz figures showing audio takes 31% of consumers' media time but only 9% of ad budgets, a 22-point gap the audio industry has spent years trying to close with better measurement.

AudioGo sits at the small-business end of that effort. AdsWizz, a SiriusXM subsidiary, launched the self-serve tool in public beta in early 2020, when it integrated Entravision's AudioEngage network to reach Spanish-language listeners. By August 2020 AudioGo had opened to all US advertisers and added zip-code targeting, with advertiser numbers up 70% over four months. In February 2024 the platform added free synthetic voice ads built on 14 AI voices to its creative suite, lowering the cost of producing a spot to nothing.

Measurement has been a recurring theme in AudioGo's partnership list since then. AudioGo's blog shows a reporting partnership with Bionic dated October 10, 2025, a TapClicks integration to unify audio reporting dated February 10, 2026, and a Magellan AI partnership for campaign measurement dated April 3, 2026. The InMarket deal is the first in that list aimed at physical-world outcomes rather than reporting or ad intelligence.

The broader SiriusXM business has been leaning on similar arguments. On October 6, SiriusXM Media said that adding YouTube Audio to beta campaigns expanded advertisers' unique reach by up to 91%, claiming about 255 million unduplicated US monthly listeners. AdsWizz says it powers one in four audio ads globally. Reach numbers like these, however, do not answer the question AudioGo's release puts at the centre: whether the ads changed what anyone did.

Context: foot traffic measurement in 2026

Store visit measurement has become a crowded and contested category. At its simplest, footfall attribution links ad-exposed devices to later visits at physical locations. The difficulty lies in the details.

In September, audience provider Drako began including foot traffic reports at no extra charge, saying such measurement is often sold at about $0.50 CPM. Drako said its visit data captured only part of real-world visits and that those reports did not establish incrementality, which it treated as a separate question. The InMarket integration is pitched the other way around: incrementality is the headline claim, but the method is not described.

Television has been moving in the same direction. On October 1, Hallmark Media signed with iSpot to tie its streaming ads to sales and site visits, in a market where iSpot partners have cited vendor-reported in-store visit lifts for clients such as Home Depot. In-store retail media has gone further still: Grocery TV in April added third-party sales lift measurement from ABCS Insights based on iROAS, drawing on a panel of 41 million US households.

The demand is real, even if the tools vary. A Winterberry Group survey published in September found only 9% of senior US marketers say they practise unified measurement extremely well, while 93% rely on platform-native reporting. Platform-native reporting is exactly what a channel-specific store visit study tends to be, even when a third party like InMarket runs it.

Why it matters for marketers

For local advertisers, the appeal is plain. A franchise owner or auto dealer buying a few thousand dollars of streaming audio has rarely had a way to see whether those ads moved people into a showroom. If InMarket's measurement holds up, it gives audio a metric that can sit next to search, social and display in the same planning conversation. Incremental visits and iROAS are also the kind of numbers that make a channel easier to defend in a budget review, or easier to cut.

There are reasons for caution. The measurement depends on a separate InMarket contract, which adds a cost layer to a platform built on low entry prices. The release gives no method, no sample results and no accreditation. And a store visit study run on one channel at a time does not tell an advertiser how audio performed relative to everything else running in the same market at the same time.

What AudioGo has done is make a stronger form of measurement available to buyers who previously had little more than impressions, listen-through rates and clicks. Whether those buyers can afford it, and whether the incremental numbers it produces are comparable to the lift studies other channels run, are questions the October 23 announcement does not answer.

Timeline

Summary

Who: AudioGo, the self-serve audio advertising platform operated by AdsWizz, a SiriusXM subsidiary, and InMarket, a media, measurement and insights company. Chris Bolte, VP of Self Serve at AudioGo, and Kevin Hochstein, Senior Director, Measurement Partnerships at InMarket, commented.

What: A partnership that lets AudioGo advertisers place InMarket pixels on their campaigns to measure incremental store visits, sales and incremental return on ad spend. InMarket says its platform draws on $736 billion in commerce data and more than 200 million location-based consumers. Advertisers need a separate agreement with InMarket, and no pricing, methodology or results were disclosed.

When: AudioGo published the announcement on October 23, 2026.

Where: On AudioGo's blog. The release names no markets, though AudioGo's sign-up links point to its US platform.

Why: Audio has struggled to show that its ads change behaviour offline, which AdsWizz figures link to a gap between audio's 31% share of media time and 9% share of ad budgets. AudioGo is targeting franchises, auto dealers, home services and other local and multi-location brands, for whom a store visit is the outcome that matters.