This feature is currently in beta.

This article covers three things: measurement setup, campaign best practices, and lead form best practices.

What is the Lead Generation Campaign Objective?

The Lead Generation objective lets you drive high-quality website leads from Spotify's logged-in audience. Campaigns optimize toward lead events on your website tracked through Spotify's first-party conversion measurement, using the Spotify Pixel, Conversions API, or both.

We recommend following the best practice and guidance below to ensure clear visibility into the results, and to give your lead generation campaign the best chance of success.

Measurement Set-up

Ensure Conversion Measurement and lead event are installed correctly
The lead event should be set-up to fire only on successful form submission (e.g. the button-click or lead confirmation page). Verify Pixel and/or CAPI events are firing within Events Manager accurately before the campaign begins. See here for more detail.

Combine Spotify Pixel and Conversions API data
Create a single dataset for robust, deduplicated campaign attribution. In the EU, Conversions API can help advertisers mitigate GDPR-related signal loss from browser restrictions.

Campaign Best Practices

Leverage custom audiences.

Custom audiences and web event retargeting can help to pre-qualify leads and improve conversion rates.

Prioritise Video and Display

Video and Display tend to deliver lower CPCs, increasing engagement for the same spend.

Be explicit about who the ad is for
Clear creative can increase the rate of qualified leads.

Align your CTA with user intent

Use “Learn More”, “Sign Up”, or “Get Quote” instead of high-friction CTAs like “Buy Now”; and ensure the CTA matches the form experience.

Website Experience Best Practices

Front-and-center form

Make the form the primary action on the landing page. Reduce competing CTAs and navigation distractions.

Reduce friction
Minimise required fields and consider embedded form tools that reduce steps to completion. Optimise for mobile first.

Reinforce Trust

Clearly state what happens after submission and provide user testimonials.