Optimizing your ad set delivery

If your Ads Manager account is connected to a Spotify Pixel on your website, Conversions API or an app with a mobile measurement partner, it will be available for selection from the dropdown menu under Conversion measurement. Read more about first-party measurement.

Delivery goal

The delivery goal tells Spotify what outcome matters most for each ad set—whether it’s page views, clicks, streams, or another result. We’ll use this signal to optimize your ad delivery.

In other words, you're specifying the metric that defines success, and Spotify will prioritize showing your ad to people more likely to drive that outcome.

For example, if you want to optimize for people viewing pages on your website, choose the website traffic objective and the page views delivery goal. We’ll aim to deliver your ads to people more likely to view pages on your website.

What optimizations are available today?

Here is a summary of the options for delivery goals under each campaign objective:

Campaign objective	Delivery goal options	How we optimize
Brand awareness	Impressions	We’ll focus on delivering your message more often to your target audience
	Reach	We’ll aim to deliver your ads to as many unique people as possible within your target audience
	Video views	We’ll aim to deliver your video ads to people more likely to watch them for at least three seconds
Website traffic	Page views	We’ll aim to deliver your ads to people more likely to view your website. Spotify Pixel is required.
Website traffic	Clicks	We’ll focus on delivering your ads to people more likely to click on your ad.
Engagement on Spotify	Streams	We’ll aim to deliver your ads to people more likely to stream your podcast or video content on Spotify.
Engagement on Spotify	Clicks	We’ll aim to deliver your ads to people more likely to click on your ad.
App installs	Installs	We’ll aim to deliver your ads to people most likely to click and install your app. An approved mobile measurement partner is required.
Lead Generation	Leads	We’ll aim to generate high-quality leads from Spotify's logged-in users.

Note: The clicks delivery goal can be selected under either the Website traffic objective or Engagement on Spotify objective.

Frequency Cap

To maintain a quality listener experience, each user will receive ads within your ad set no more than 5 times each day by default.

You also have the option to set the following custom frequency cap at the ad set level:

Daily: frequency cap between 1 - 5 impressions per 1 day per listener
Weekly: frequency cap between 1 - 35 impressions per 1 week per listener
Monthly: frequency cap between 1 - 50 impressions per 1 month per listener

The frequency cap applies to the entire ad set level, not individual ads. For example, if you apply a daily frequency cap of 3, a listener is eligible to receive up to 3 impressions from that ad set per day. If you don't set a custom frequency cap, your ad set will still have a default cap of 5 impressions per day for each individual listener.

Note: Setting a low daily, weekly, or monthly frequency cap may reduce your budget delivery likelihood.

Pacing

Set your pacing to deliver your ads throughout the schedule of your ad set with standard pacing, or use accelerated pacing to deliver your ads as quickly as possible.

Standard (recommended) - Deliver ads throughout your selected schedule.
Accelerated - Deliver ads as quickly as possible. Delivery stops when daily or lifetime budget is spent.

Important note: Depending on the budget, accelerated pacing may exhaust your ad set's budget within a matter of hours.

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