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Promoting music on Ad Studio

Reporting

Your ad campaign's performance data can be accessed via your Ad Studio account. Check out our guide to understanding your campaign results for more on how to use these stats to help you make decisions about your ads.

Here’s what you’ll see:

Ad delivery

  • Ads served: The total number of times the ad was delivered to Spotify users
  • Reach of ads served: The total number of people who heard the ad

Artist results

  • Listeners: The number of people who streamed the artist after they heard the ad
  • Streams per listener: The average number of times each listener streamed the artist after hearing the ad. Calculated as: = Streams from listeners / listeners
  • Listener conversion rate: The percentage of people who streamed the artist after hearing the ad. Calculated as: = Listeners / reach
  • New listeners: The number of people who streamed the artist after hearing the ad, who hadn’t listened to the artist in the pre-exposure window.
  • Streams per new listener: The average number of times each new listener streamed the artist after hearing the ad. Calculated as: = Streams from new listeners / new listeners
  • New listener conversion rate: The percentage of people who became new listeners, out of all the people who heard the ad and hadn’t listened to the artist in the pre-exposure window. Calculated as: = New listeners / Reach - Existing listeners
  • Intent rate: The percentage of listeners who took actions showing intent to stream the artist again in the future. Actions include saving the artist’s music by tapping the heart icon or adding it to a playlist. Calculated as: = Number of listeners who also saved or added to playlist / listeners
  • Pre-exposure window: The 28 days before a person heard the ad.
  • Conversion window: The 14 days after a person heard the ad, where their actions are considered related to the campaign and are counted as a conversion.
  • Campaign window: The flight dates of the campaign, plus 14 days post-campaign. This is the full amount of time during which user actions are observed to calculate conversions.
Audience Insights
  • Listeners and new listeners: Compare the makeup of different audiences between people who heard the ad (% of ads served) and those who streamed your music (% of listeners/new listeners). Looking at a specific demographic, if the percentage of listeners or new listeners is higher than the percentage of ads served, then you know that audience was particularly likely to stream your music after hearing your ad. (Note: Insights will not be available for campaigns with very small audiences, so you may find a small discrepancy between the number of total listeners and new listeners in artist results and the audience breakdowns in audience insights.)

Here's an example: let’s say you run a campaign for €1,000 that got 100 listeners. If 48% of ads were served to 18-24 year olds, that means €480 of your budget went to that age group. If you got 60% of your listeners from that demographic, that’s 60 listeners, or €8 per listener in this demographic. If 15% of ads were served to 35-44 year olds and only 8% of listeners came from this demographic (€150 spent and 8 listeners), then that category cost €18.75 per listener. This means 18-24 year olds are your more cost-effective audience.

  • Average streams: See which audiences had the highest number of streams per listener and streams per new listener. For example, if you know male listeners streamed on average 2x more than female listeners, you might adjust your approach to target men at a higher rate.

  • Conversion rate: See which audiences were most likely to become listeners and new listeners. The audiences with the highest conversion rates are most likely to listen to your music after hearing your ad.

  • Intent rate: Understand how audiences of different demographics took actions showing intent to stream the artist again in the future, like saving it or adding it to a playlist. The group with the highest intent rate was most likely to take these actions after hearing the ad and listening to your music.

These insights are available for age, gender, and platform breakdown. For info on reporting for music promotions in Australia, click here.


More help promoting music:
- Promoting music and artists
- Promotion type
- Targeting
- Conversion window
- Targeting new listeners
- Population of metrics
- Reporting for music-related ads in Australia


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