If you're advertising a song on Spotify, who would you rather target? Someone who has the Spotify app, or someone who doesn't even have an account? The answer is obvious: you want to target people who have Spotify on their phone.
Good news: SubmitHub Links can now do this for you, and we're giving it away for free 💜
I think it's a bit of a breakthrough. No other landing page service provides this information (to my knowledge), but you bet your buttons they're going to be scrambling to integrate it 😆
Anyone who's spent time with Meta ads already knows that certain countries are to be avoided (for example, Philippines, India, Peru). The reason is that users from less-developed nations are less likely to be paying for a Spotify subscription.
In an effort to solve for that, I spent time experimenting with Meta's new value rules, but initial tests were disappointing.
That's when I turned my attention to figuring out whether or not each user has the Spotify app installed. Turns out, I can tell! And the data is revealing.
The biggest takeaways:
I've shared a full breakdown of the stats here (updated daily).
Every Link now shows you the same data for its own visitors.
For more detail, you can open your Link's analytics and click the "Devices & Apps" tab: the "Opened in app" column shows what percentage of people actually landed in Spotify (or Apple Music, YouTube, etc.), broken down by device and app.
The "Geographic breakdown" tab has the same column for every country your visitors came from.
Your ads will convert better if you're able to target people with Spotify (and other streaming apps) installed. The goal is to only tell Meta a conversion was successful if an app was detected.
You might be thinking: "Darn, I have to go through all my analytics now to figure out which countries to disable."
Wrong! I've actually made it super easy for you:
The catch? You need to set up a Conversions API token (learn more about CAPI). That's because we can't detect the app the instant they tap the button - we need to do a little bit of extra checking. So, once we're confident, the event gets sent to Meta via the server (about 30 seconds after the app opens).
In principle, yeah. In practice, I'd be shocked if it doesn't. You're effectively doing a better job of teaching Meta who to show your ads to.
But I'd rather show you than tell you, so we're putting it to the test. Right now, half of all new SubmitHub Ads only tell Meta about a conversion when an app opens, while the other half work the old way. Once we have enough data, I'll share the results in a follow-up post.