Attribution is the process of identifying and assigning credit to the various ad exposures a user interacts with before completing a specific action on a website, such as a purchase or sign-up. It helps you understand which interactions drive results, enabling you to optimize campaigns and allocate resources more effectively for maximum impact.

We’ve updated our attribution methodology with improved data resolution, which helps us provide a deterministic understanding of the customers who take action after seeing or hearing an ad on Spotify. This is achieved by connecting Spotify ad impressions with key external events on your website like purchases or page views (Learn about Parameters and Event Types). This process starts by enriching information about the actions taken on your website, based on the events you've set up, with information about Spotify’s logged-in audience. We’re then able to directly link this enriched understanding of who took an action on your website to impressions across Spotify.  

Attribution for Reserved Podcasts uses a combination of user-level and household-level measurement, based on where the ad was delivered. For ad exposures that occur on Spotify, conversions can be attributed at the user level using the methodology described above. For ad exposures that occur off-platform (outside of the Spotify app), attribution is based on household-level signals, as the IP address is the primary identifier available for this inventory. First-party attribution for Reserved Podcasts is currently available for ad sets targeted to the US, Canada, Australia, and Japan.

We leverage a last touch attribution model, which attributes 100% of the conversion event to the user’s last ad exposure, before converting. The standard attribution window for all campaign is 30 days.