If you run a Spotify / Streaming Facebook & Instagram ad campaign with us, we may send you a FeatureFM analytics link. This link allows you to see the page views, conversion, country breakdown, DSP breakdown and more for your campaign. In this post i'm going to show you how to interpret your analytics link.
What is the most important part of the FeatureFM analytics link?
If you're looking for one number you can pay attention to on your FeatureFM link, it's the 'Clicks to Service'. Or what we would call a 'conversion'.
In this case a conversion is when someone clicks one of the buttons on our landing page.
In the upper right of the page make sure you pay attention to your date range. For the entire history of the page, choose 'All Time'.
The next most important metric is the amount of Unique Users who visited the page. We often refer to this as page views, but in reality 'Total Visits' is page views and this metric is the number of unique people who have visited the page, or unique visitors.
As a result the 'clickthrough rate' or CTR is the number of conversions divided by the number of unique visitors.
One thing worth nothing is that conversion counts can differ by 20-50% between FeatureFM and Meta ads. Typically you will have more conversions on FeatureFM than the ad platform is reporting.
DSP Breakdown
Going a bit further down the page you'll see the top referral section and the clicks to service section.
The referral section isn't usually very accurate, but can give an overall idea of what the ratio of traffic from Instagram and Facebook is.
The clicks to service breakdown on the other hand is a rather important metric, as it shows how many people went to each DSP like Spotify, Apple Music, YouTube etc.
Breakdown of Page Views and Conversions by Country
Lastly, you can see the number of page views and conversions by country.
The country breakdown will align very closely to the country distribution from the Meta ad campaign that's driving traffic to your FeatureFM link. This data should also generally align with Spotify for Artists as well.
Whenever I run an ad campaign I compare the data i'm getting in Facebook ads to the landing page analytics, to the Spotify for Artists data or whatever DSP analytics platform i'm measuring. The numbers should make sense.
If the math ain't mathin'... something's wrong.
Share:
What is a conversion?