Spotify Ad Analytics Glossary

Here are some common terms found in your Spotify Ad Analytics Dashboard and Reports.

Dashboard Glossary

AOV		Average Order Value. [Revenue / Purchases]
Attribution		The number of household that visited the site after listening to an ad. This number can be a fraction if the household listened to multiple episodes or podcasts.
CAC		Customer Acquisition Cost. Cost to acquire a new customer. [Spend divided by Purchases]
CPL		Cost per Lead. Cost to acquire one lead event. [Spend / Leads]
CPV		Cost Per Visitor. Cost to acquire on visitor. [Spend / Visitors]
CR		Conversion Rate. Percent of households that visited the pixeled website. [Visitors / Households Reached * 100]
Frequency		Average number of times a unique audience member was exposed to an ad on Spotify
Household Frequency		Number of times a household was exposed to an ad. [Impressions / Households Reached]
Households Reached		Households Reached. Unique number of households that downloaded an episode.
Impressions		Number of ad impressions, or downloads.
Installs		Number of attributed mobile app installs.
Leads		Number of attributed lead events.
Page Views		Number of attributed website page views.
Player Frequency		Number of times a unique user agent and IP pair was exposed to an ad on a specific podcast player
Player Reach		Number of unique user agent and IP pairs that downloaded an episode on a specific podcast player
Purchases		Number of attributed purchase events. Spotify Ad Analytics gives partial attribution for purchases meaning if a user downloaded two episodes, each gets credit for half that purchase.
Reach		Number of unique audience members that streamed an ad on Spotify
Revenue		Attributed revenue from purchase or lead events.
ROAS		Return on Advertising Spend. This number will rise as the campaign runs. [Revenue / Spend]
Spend To Date		Cost per Thousand Impressions to date. [Impressions*Goal CPM / 1000]. Note: Spend To Date is calculated based on delivered Impressions & the planned/goal CPM that was entered in for each line item during campaign setup.
User Agent		The user agent text string provides identifying information on a user's browser. For podcasts, it specifically provides the software or app used to access the podcast media file.
Visitors		Households that visited the site Spotify Ad Analytics looks at the conversion rates of non-noisy IPs, the number of users we exactly matched and other impression and pixel modeling to determine the total number of users that visited the site.

Campaign Build Glossary

Advertiser Name		Name of the brand/advertiser that has the pixel installed
Campaign Type		Select one of the three types of campaigns Spotify Ad Analytics offers - learn about each one here
Campaign Name		Name of the campaign to be built - the format we advise is Advertiser_Publisher_Agency_Quarter/Year
Network / Publisher		Name of the publisher or podcast owner
Ad type		Dynamic ads are tracked via a tracking URL, which we have for each major ad server provider Embedded ads, also called baked-in or evergreen, are tracked using our analytics prefix on a podcast’s RSS feed Streaming ads refer to any digital audio campaigns you may have, including streaming music and online radio
Line Item or Podcast Name		Typically the name of the podcast show, this field should mirror your media plan
Start Date		Expected start date of the line item, or the first episode drop date if there are multiple embedded ad placements
End Date		Expected end date of the line item
Impression / Download Goal		Impressions goal of the line item - this should reflect your media plan and determines the % delivered metrics in the Spotify Ad Analytics dashboard
Cost ($)		This should reflect the spend on your media plan (ideally excluding any other fees, however, this is up to the advertiser) Note: Spotify Ad Analytics uses this to calculate metrics such as Spend To Date, CAC, ROAS, etc and without cost information, the advertiser will not have CPV, CPA, ROAS, or other spend-related metrics
CPM		Contracted/Goal CPM reflected on your media plan
Duration		The length of the ad in seconds (15, 30, 45, 60)
Roll placement		This refers to the position of the ad: Pre roll ads are served before the podcast file begins Mid roll ads air before the credits, in the "middle" of the episode Post roll ads are served when the podcast file ends
Discount Code		If a promo code is mentioned in your call to action and you’re planning on tracking attributed purchases with Spotify Ad Analytics, input the code into this field and we will take redemptions of the promo code as campaign conversions
Effective URL		If a vanity URL has been created exclusively for this campaign, Spotify Ad Analytics will count any traffic to the effective URL or redirect as attributed visits Note: This page must be pixeled

Podcast Terms Glossary

Dynamic Ad		When an ad is served through an ad server and is inserted within the content on demand. At Spotify Ad Analytics, we track these ads using a unique tracking URL that the publisher installs on their ad server.
Baked-In/Embedded Ad		When an ad is a part of the podcast content and lives within the media file for it's lifetime At Spotify Ad Analytics, we track these ads using our analytics prefix that the publisher installs on the podcast's RSS feed.
Ad Server		These are platforms that allow advertisers and publishers to optimize, manage and distribute ads across a multitude of channels.
RSS Feed		In Podcasting, an RSS feed is used to provide show data to podcatchers (such as Spotify, Apple, Google). RSS feeds contain vital information about the show, including title, owner, email address, episodes and links to all of the media files associated with the show.
Drop Date		This is the date when a podcast episode is published and made available. At Spotify Ad Analytics, we will ask for a "Drop Date" when you are running embedded ads.
Impression		A download representing a user with intent to consume audio

Advisor Glossary

Ad Load		Percentage of the Audio that is Ads.
Ads Duration Mean		Average length of ads
Ads Episodes Sampled		Number of episodes Spotify Ad Analytics has reviewed
Ads Per Episode Mean		Average number of ads per episode
Ads Per Episode Median		Median number of ads per episode
Ads Sampled		Number of ads
Affinity		The brand affinity score shows how strong a podcast-brand fit is given the podcasts genre, audience and conversion data.
Average Episode Length		The average episode length of the Podcast.
Average Monthly Impressions		Total number of impressions in an average month, regardless if it's a new episode or something in the back catalog.
Average Monthly Reach		Total monthly Spotify Ad Analytics Reach in an average month.
Average Weekly Impressions		Number of impressions seen per week for the podcast.
Average Weekly Reach		Average Spotify Ad Analytics reach seen per week.
Cadence		The cadence of show drops (weekly/ongoing)
Content Maturity		Rates the podcast transcripts according to content maturity standards inspired by historical MPAA and TV Parental Guidelines on a scale of 0 to 2, where 0 represents the most audience friendly content and 2 represents adult content
Data Quality Score		Score given based on the number of unique IPs found in a podcast feed. More unique IPs = higher score.
Feed Growth		Month over month growth of downloads for a podcast
First Published		First publish date of the podcast
First Run Impressions		The number of impressions delivered within the first 30 days of an episode drop.
New Reach		Amount of new listeners that could be reached with the podcast.
Podcast Defined Tags		Podcast Tags from Apple
Publisher		Network or show that publishes podcasts.
Urban Classification		Factors in the density of a city and gives a score based on population vs area
Index		% of share of show listeners in the market header

Report Export Glossary

Column	Definition	Found in Report:
Action	Tracked and attributed conversion event (such as add to cart, lead, purchase, install, checkout, init, etc) Init is a page view event	Conversions
Action Time	Date and time when conversion took place	Conversions
Add to Cart	# of add to carts attributed	Overview
Ad Duration	Duration of ad (in seconds)	Conversions
Ad Placement	position of ad within podcast episode, input by user who built campaign	Conversions
Ad Type	Dynamic or embedded ad serving , input by user who built campaign	Conversions
Alias	(Optional) alias ID sent via alias pixel	Conversions
Attribution	Partial attribution assigned to each episode downloaded by a converted user	Conversions
Attributed Reach	Unique number of households impressions reached	Overview
Campaign ID	Unique ID for a campaign	Conversions
Campaign Name	Name of the campaign, input by user who built campaign	Conversions, Overview
City	City where conversion took place	Conversions
Country	Country where the conversion took place	Conversions
Conversion Rate	Visitors/reach	Overview
Currency	Currency used for a purchase conversion	Conversions
Day	The day in which the action occurred	Overview
Device Browser	Browser used for the conversion	Conversions
Device Make	Make of the device used for a conversion event	Conversions
Device Model	Device model for conversion	Conversions
Device OS	Operating system for device	Conversions
Device Type	Type of device used for a conversion	Conversions
Discount Code	Discount code used for conversion	Conversions
Episode	Episode title	Conversions, Overview
Episode Duration	Length of episode	Conversions
Frequency	Reach/Visitors	Overview
Impressions	# of impressions served	Overview
Impression Time	Date and time when conversion took place	Conversions
Installs	Refers to App Installs - relevant when working with approved MMP	Overview
Lat	Latitude where conversion took place	Conversions
Lead Category	(Optional) Category assigned to a lead	Conversions
Lead Type	(Optional) Type assigned to a lead	Conversions
Line Item	Line Item name, input by user who built campaign	Conversions, Overview
Lon	Longitude where conversion took place	Conversions
Modeled (x)	Refers to the modeled version of any data point	Overview
Network	Publisher of podcast	Conversions
Order ID	(Optional) Order ID from a purchase event	Conversions
Organization Name	Advertiser name	Conversions
Podcast	Name of podcast for impression	Conversions, Overview
Podcast Genre	Podcast genre from Apple Podcasts	Conversions
Product ID	(Optional) product id from product pixel	Conversions
Product Name	(Optional) product name from product pixel	Conversions
Product Type	(Optional) product type from product pixel	Conversions, Overview
Product Vendor	(Optional) product vendor from product pixel	Conversions
Publisher Name	The network on which the media ran	Overview
Reach	# of unique households	Overview
Referrer Url	URL that user was on before entering the brand's website If 'referrer' is your website, then user came in direct (not via a referral)	Conversions
Region	Region where conversion took place	Conversions
Spend	(Impressions x CPM) / 1000	Overview
UID	Unique ID for a user within a household	Conversions
URL	The URL that the user visited for a page view event	Conversions
User Agent	User Agent for the conversion	Conversions
Value	(Optional) Revenue value associated with a conversion	Conversions, Overview