Antithesis × The Pragmatic Engineer Podcast

Sponsorship Attribution & Lift

Tracks direct vanity-URL traffic from antithesis.com/pragmatic alongside indirect lift in branded search, direct, and organic — measured against a locked pre-launch baseline.

Pre-launch Campaign starts — · Baseline window — · Last sync —

Spike Timeline

Daily sessions · 4 channels · Episode markers

⏵ Waiting for episode 1

Chart populates once GA4 records the first day of post-launch data. Baseline window (30 days pre-Ep1) is collecting in the background.

Lift vs Baseline

Avg daily sessions · 7-day rolling vs 30-day pre-launch

Attribution Breakdown

Campaign-to-date sessions · Known vs estimated lift

Known podcast visitors (UTM-tagged) — used antithesis.com/pragmatic. 0 sessions

Estimated lift — Direct + Organic + Branded above baseline during the campaign. 0 sessions

Unmeasured potential — Cookie-decline + dark-social listeners who never produced a session. Inferred only.

Lift Formula

For each channel — Pragmatic Direct, Branded Search, Direct, Organic — we compare daily averages from the 7 days after the most recent episode against the locked 30-day pre-launch baseline.

lift% = (post_avg − baseline_avg) / baseline_avg × 100

Episode Schedule

14-day attribution window per drop

#	Drop Date	Episode	Days Since	Sessions in Window	Status

Constraints & Assumptions

Cookie-consent decliners are missing from GA4 — they will not surface as UTM hits even if they used /pragmatic.
Dark-social shares (private Slack/Discord) appear as Direct, not Referral.
Attribution window: 14 days from each episode drop. Lift outside that window is treated as baseline.
Baseline locks at first post-launch sync — it does not roll once Ep1 airs.