Reporting for music-related ads in Australia
Your ad campaign's performance data can be accessed via your Ad Studio account. These metrics provide insight into who your ads have been served to and which users chose to listen to your ad in full. 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 listens: The total number of times your ad was played in full. You only pay for completed listens, not total ads served.
- Reach of ad listens: The total number of users who listened to your ad in full.
- Avg freq of ad listens: The average frequency of listens is the average number of times each user listened to your ad in full.
- Ads served: Total number of ads served.
- Reach of ads served: The number of people who heard your ad.
- Avg freq of ads served: The average frequency of ads served is the average number of times each person heard your ad.
- Ad listen rate: The percentage of listens out of the total number of ads served.
- Clicks: Number of clicks to your ad received.
- CTR: The clickthrough rate of how many clicks your ad received compared to how many people heard your ad.
- Listeners: The number of people who streamed the artist after they heard the ad in full.
- Streams per listener: The average number of times each listener streamed the artist after hearing the ad in full. Calculated as: = Streams from listeners / listeners
- Listener conversion rate: The percentage of people who streamed the artist after hearing the ad in full. Calculated as: = Listeners / reach
- New listeners: The number of people who streamed the artist after hearing the ad in full, 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 in full. 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 in full 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 in full.
- Conversion window: The 14 days after a person heard the ad in full, 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.
- Listeners and new listeners: Compare the makeup of different audiences between people who listened to the ad in full (% 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 served were listened to in full by 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 served were listened to in full by 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 50% 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.
- 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 your ad in full and listening to your music.