Measure outcomes with Spotify Pixel and Conversions API

Understand what happens after someone is exposed to your ad by measuring selected outcomes—from sign-ups to sales. Pixel and Conversions API connect ad exposure to actions across your website, app, and offline channels, so you can see what’s driving results.

Campaigns that used these solutions together saw a 29% higher conversion rate and 12% lower cost per action than those using one of the two tools.¹

How Spotify Pixel and Conversions API work together

Spotify Pixel and Conversions API can each be used independently, but together they provide a more complete view of campaign performance. Browser-side and server-side signals are deduplicated to improve measurement coverage while helping reduce signal loss.

Spotify Pixel

Measure website actions with browser-based measurement.		Conversions API

Measure website, app, and offline actions with server-side integration.		Together (suggested)

Get a more complete view of performance with deduplicated measurement across eligible sources.

Measure website actions with Spotify Pixel

Pixel is a browser-based measurement tag that helps you understand what people do on your website, from sign-ups to purchases, after being exposed to a Spotify ad. Pixel helps you:

Measure website actions across devices

Connect ad exposure across mobile, desktop, and connected devices to actions people take on your website.

Build audiences based on site activity

Use your event data to create custom web event audiences for retargeting, or build lookalike segments based on site behavior to reach people more likely to convert.

Understand what’s driving performance

Measure conversions and see how performance varies across audiences, formats, genres, streaming contexts, and other delivery dimensions to understand what’s associated with stronger business outcomes.

How to get started with Spotify Pixel

Pixel captures select website events and connects them to Spotify ad exposure using first-party attribution. Here’s how to set it up:

Log into your Spotify Ads Manager account to generate a unique Pixel in the Events tab.

Install the JavaScript code on your website directly or via Google Tag Manager.

Check the Event Activity graph in Ads Manager to confirm your Pixel is sending conversion event data.

Choose your Pixel as the conversion data source during campaign setup to begin measuring results.

For detailed setup instructions, see the Pixel help center article.



Pixel capabilities and requirements
Setup requirementMust install Spotify Pixel on advertiser website
Measurable formatsAll Ads Manager formats
Conversion sourcesWebsite
Reporting metricsPage views, leads, adds-to-cart, purchases, revenue, average order value (AOV), return on ad spend (ROAS), customer acquisition cost (CAC), cost per lead, start checkouts, product views, sign-ups, custom events
Flight lengthSuggested 4-week minimum

Track actions across web, app, and offline with Conversions API

Conversions API is a server-based attribution solution that sends conversion data to Spotify, enabling measurement across web, app, and offline events. It provides a comprehensive view of how your campaigns drive results across devices and environments. Conversions API helps:

Use one integration to better understand conversions across your website, app, and offline channels in a single view.

See how people convert across web, app, and offline channels.

Use conversion data in Ads Manager to create audiences based on real user behavior.

Capture events through server-side integration to reduce signal loss from browser limitations.

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How to get started with Spotify Conversions API

Conversions API sends conversion data directly from your server to Spotify. Here’s how to set it up:

Create an Ads Manager account and generate your Conversions API connection and credentials.

Connect via direct server-to-server integration or Google Tag Manager (server-side).

Check the Event Activity graph in Ads Manager to confirm events are being passed.

Ads Manager: Select Conversions API as the conversion measurement data source. Direct IO: Spotify connects your campaign to your Conversions API connection.

Conversion data is automatically attributed to eligible Spotify ad exposure and where supported, can be used for reporting, optimization, and audience creation.

For detailed setup instructions, see the Conversions API help center article.



Ads Manager capabilities
Integration methodsServer-to-server or Google Tag Manager (server-side)
Measurable formatsAll Ads Manager formats
Conversion sourcesWebsite, app, and/or offline
Reporting metricsPage views, leads, adds to cart, purchases, revenue, average order value, return on ad spend, customer acquisition cost, cost per lead, start checkouts, product views, sign ups, custom event
Flight lengthRecommended 4-week minimum
Direct IO capabilities and requirements
Integration methodsServer-to-server or Google Tag Manager
Setup requirementsMust have an Ads Manager account
Measurable formatsAll Direct IO formats
Conversion sourcesWebsite, app, and/or offline
Reporting metricsPage views, leads, adds to cart, purchases, revenue, average order value, customer acquisition cost, cost per lead, start checkouts, product views, sign ups, custom event
Flight lengthRecommended 4-week minimum

Frequently asked questions

Spotify Pixel measures website activity through a browser-based implementation, while Conversions API sends conversion events directly from your server. Spotify recommends using both together for more comprehensive data coverage and more resilient measurement and reporting.

Spotify Pixel supports all formats available in Ads Manager.

Conversions API supports all formats that are available with Ads Manager and Direct IO.

Yes, measurement capabilities differ between buying channels. While there are many consistencies across them, there are a few differences.

For both Ads Manager and Direct IO campaigns, Pixel and Conversions API support measurement across all formats available within each buying platform, along with standard conversion metrics (e.g., page views, leads, purchases, revenue). Ads Manager also includes capabilities such as custom audience creation, real-time reporting, and optimization toward supported campaign objectives.

For Ads Manager campaigns, conversion reporting is available directly in Ads Manager through the campaign table and Report Builder. For Direct IO campaigns, reporting is provided by your Spotify team.

We offer Spotify Brand Lift studies and third-party measurement solutions. Visit our measurement page to learn more.

Today, both are available through Spotify Ads Manager via self-serve and managed service. Conversions API (CAPI) also supports Direct IO campaigns. For programmatic measurement options via Spotify Ad Exchange, contact your Spotify representative.

Ads Manager can show how conversion performance varies across supported delivery dimensions such as audience, genre, streaming context, device, and format. These insights can help inform future targeting, format, budgeting, and campaign planning decisions.

Start measuring outcomes with Pixel and Conversions API

Measure what happens after people are exposed to your ad. Spotify Pixel and Conversions API connect ad exposure to actions across web, app, and offline, so you can understand performance and adjust with confidence.

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