AM/FM radio proves its effectiveness in driving website traffic, with a 14% average lift demonstrated across various industries in 17 attribution studies conducted from 2019 to 2023. Cumulus Media/Westwood One partnered with LeadsRx for advanced attribution analytics, analyzing ad occurrence data against Nielsen impressions to measure the impact of advertising campaigns. Tax services saw the largest lift, up to 48%, while retail and impulse purchase campaigns also experienced significant increases. Factors such as day of the week, daypart, and programming format influence campaign success, suggesting diverse ad strategies to optimize results. Advertisers are advised to emphasize brand mentions, compelling offers, and balanced campaign distribution for maximum impact.