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.

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]
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



Contracted/Goal CPM reflected on your media plan



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



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