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Spotify
Spotify is configured as an attribution-only integration in OneView. OneView tracks Spotify touchpoints for attribution and includes them in merit-based routing decisions, but does not send conversion data back to Spotify's API.
No conversion data is sent back to Spotify. If you need conversion data sent to Spotify for campaign optimization, use Spotify's native tracking or request a full Conversion API integration.

Merit-Based Routing

When Spotify touchpoints overlap with Conversion API platforms (like Google Ads or Meta), merit-based routing determines which platform receives the conversion based on your attribution model and conversion merit. If Spotify wins attribution, the conversion is recorded in OneView but not sent anywhere.

Setup

Configure UTM parameters in your Spotify campaigns with utm_source identifying the platform. OneView automatically captures UTM parameters from all traffic sources—no additional configuration needed.
When overlapping conversions occur, merit-based routing evaluates all touchpoints, including attribution-only platforms:
  1. OneView collects touchpoints from all sources (Spotify via UTM, Conversion API platforms via click identifiers)
  2. Your attribution model determines which touchpoint gets credit
  3. If the winner is a Conversion API platform (e.g., Google Ads, Meta), OneView sends the conversion to that platform's API
  4. If the winner is attribution-only (e.g., Spotify), the conversion is recorded in OneView but not sent anywhere
  5. Spotify remains visible in reports showing it was part of the customer journey

Next Steps

Learn about merit-based routing

Understand how OneView routes overlapping conversions based on attribution merit.

Learn about conversions

Understand how OneView processes conversions across platforms.