Case Study: Spotify increases premium subscriptions with Google Marketing Platform

Spotify uses Google Optimize 360 to increase premium subscriptions

Spotify used Google Marketing Platform’s Google Optimize 360 to help increase premium subscriptions while creating more locally relevant experiences across markets. As a global music streaming company competing in many regions, Spotify needed a faster way to build tailored landing pages without relying heavily on R&D resources.

Using Google Marketing Platform’s Optimize 360 and its integration with Google Ads and Analytics 360, Spotify created a custom landing page for Germany focused on audiobooks and tested it against the original page for users searching that keyword. The experiment increased premium subscriptions by 24% for people searching for audiobooks on Google, while also enabling Spotify to run A/B tests more quickly and at greater scale.

Spotify

Joost de Schepper

Head of Conversion Optimization