Attribution helps you understand how your Spotify ads contribute to conversions across your website, app, or offline locations. It does this by connecting conversion events you send to Spotify, such as purchases, sign-ups, or page views, with Spotify ad exposures that occurred before those actions.
Spotify uses a last-touch attribution model. When more than one qualifying Spotify ad exposure occurs before a conversion, 100% of the conversion credit is assigned to the most recent qualifying exposure.
Each conversion is attributed to a single qualifying Spotify ad exposure and is not counted across multiple Spotify campaigns.
Attribution window
Spotify uses a standard 30-day attribution window. This means a conversion may be attributed to a qualifying Spotify ad exposure that occurred within the previous 30 days.
A 30-day window helps account for conversions that happen after some time has passed. For example, people may hear an audio ad while commuting, exercising, or completing another activity and take action later.
Attribution methodologies and windows can vary across advertising and analytics platforms. As a result, conversion totals reported in Spotify Ads Manager may differ from those reported by other measurement tools.
Reserved Podcast attribution
Attribution for Reserved Podcast campaigns may use either user-level or household-level measurement depending on where the ad exposure occurs.
For ad exposures that occur on Spotify, conversions may be attributed at the user level. For ad exposures that occur off-platform, such as in third-party podcast apps, attribution may use household-level signals.
First-party attribution for Reserved Podcast campaigns is currently available for ad sets targeted to the United States, Canada, Australia, and Japan.
Attributed and unattributed events
An attributed event is a conversion event that is associated with a qualifying Spotify ad exposure within the attribution window.
An unattributed event is an event received through your Spotify Pixel or CAPI integration that is not attributed to a qualifying Spotify ad exposure.
You can review attributed conversion results in your campaign reporting in Spotify Ads Manager.
Learn more about the Spotify Pixel
