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Music Facebook Ads & iOS 14: Complete Musicians Guide

By Matthew Vultaggio

December 13, 2021

If you’re looking to fix your Facebook ads so that you can properly run conversion ads for Spotify and music growth with the ongoing iOS updates, I’ve created this guide to help you out.

Due to recent changes from Apple with iOS 14, musicians and artists looking to run Facebook Ads now need to set up custom conversion events that are pre-selected and are coming from verified domains.

These changes are critical for properly running Facebook Ads and are now a necessary step for anyone looking to set up the Facebook Pixel for Spotify conversion ads to grow your streams, listeners, followers, and fans.

So: before diving into getting started with creating Facebook Ads for your upcoming release, there are a few updates to the Facebook Ads platform that you should know about.

Let’s take a look at these changes and what you can do to make sure your Facebook ads are set up properly for your goals, my friend. 🙂

iOS Changes To Facebook Ads For Spotify Growth in 2022

Due to recent changes from Apple with iOS 14, Facebook has had to make changes to its Ads platform so that custom conversion events are pre-selected and are coming from verified domains.

Because of these changes, there are 2 important tasks that you must complete in order to properly run Facebook Ads to grow your Spotify streams and followers:

  1. Verify a custom website domain (ie: www.yourartistname.com) inside of the Facebook Ads Manager
  2. Set up 1 of 8 “configured events” using Facebook’s “Aggregated Event Measurement” tool

If you have not completed these steps yet, I’ll show you exactly how to do so in the rest of this guide. 🙂

Before diving into these steps, there are a few important things you should know…

If you plan to use DistroKid HyperFollow links for your campaign:

Although the DistroKid team is currently working on this, it is not currently possible to fully run Spotify conversion ads because you can’t verify your HyperFollow domain and create a conversion event for your Facebook Ads to optimize for.

For a full breakdown on setting up HyperFollow pages with the Facebook Pixel, check out my DistroKid HyperFollow Facebook Pixel + iOS14 Guide. 🙂

The Facebook Ads Manager Is Constantly Changing For Artists & Musicians

Facebook tends to make changes to its Ads platform every few months or so. Sometimes these changes are for all advertisers, just advertisers in a specific geographic region, or as part of a random A/B split-test they are performing.

For the most part, this is in an effort to make things easier for advertisers but sometimes it is to keep up with changes happening outside of Facebook (like with the iOS14 updates).

Usually, this may be something small like a change in how the backend looks or the placement of certain buttons or sections, but sometimes it may be the addition or removal of entire features.

Just be sure to keep this in mind when following any lesson or tutorial on Facebook Ads (not just mine). 🙂

How To Set Up A Custom Domain For Spotify Conversion Ads

Now that you have properly set up your Facebook Pixel, the next step is to verify your custom domain inside of the Facebook Ads Manager.

As I mentioned earlier, Facebook has had to make changes to its Ads platform so that you can only use conversion ads if Conversion events are coming from website domains that are verified inside of the Facebook Ads Manager.

These are 8 steps to setting up a custom domain in Facebook for Spotify conversion ads:

  1. Register a domain name (if you don’t already have one)
  2. Login to your Facebook Business Manager account
  3. Click the hamburger icon (3 horizontal lines) on the left and select ‘Business Settings’
  4. Click on “Brand Safety” from the left-hand menu and then select ‘Domains’
  5. Click on the blue “Add” button
  6. Type in the domain name that you own and click the blue “Add” button
  7. Choose one of Facebook’s verification methods (DNS, Meta, or HTML) and complete this inside of the backend of the service you used to register your domain name
  8. Click the green “Verify Domain” button and wait up to 72 hours for Facebook to complete the verification process

Although this process is relatively simple, watch out as Step 7 can be a bit difficult as you need to do a bit of technical work in your Domain backend.

Each Domain service’s backend will look a bit different, but later in this article, I’ll show you how I completed Facebook’s verification method using the service that I used to register my domain.

First, here is a more in-depth visual guide to completing the 8 steps for setting up and verifying a custom domain inside of the Facebook Ads Manager:

1 – Register a domain name (if you don’t already have one):
I’d recommend using GoDaddy if you just need a domain or BlueHost if you’d like a website and domain.

For a full breakdown of how to get set up with BlueHost and my preferred custom Smart Link solution, check out this completely free course.

2 – Login to your Facebook Business Manager account

3 – Click the hamburger icon (3 horizontal lines) on the left and select ‘Business Settings’:

4 – Click on “Brand Safety” from the left-hand menu and then select ‘Domains’:

5 – Click on the blue “Add” button:

6 – Type in the domain name that you own and click the blue “Add” button:

7 – Choose one of Facebook’s verification methods (DNS, Meta, or HTML) and complete this inside of the backend of the service you used to register your domain name.

For instructions on how to complete any of these methods, you can click on the ‘select one option’ dropdown menu just below where it says “Verify your domain”:

For more in-depth mini-tutorials from Facebook on how to complete each of the verification methods, click any of these links:

Or, simply continue reading to see how I completed this step using my own Domain service. 🙂

8 – Click the green “Verify Domain” button and wait up to 72 hours for Facebook to complete the verification process:

With that out of the way, let’s take a closer look at how you can actually complete Facebook’s verification method with your domain.

How To Verify Your Domain With DNS Verification:

When I set up Facebook Ads for my own music, I chose to verify my domain using the DNS method.

Although each domain service will look just a little bit different, here are the steps I took to verify my domain inside of BlueHost:

  1. Login to your BlueHost account
  2. Click on “Domains” from the left-hand menu
  3. Click on the “Manage” button for the domain you wish to use
  4. Scroll down to the “TXT” section and click on the blue ‘Add Record’ button
  5. Go back to the Facebook Business Manager, select the option “Update the DNS TXT record with your domain registrar” and copy the TXT record that Facebook lists in Step 2 of that page
  6. Type an @ into the “Host Record”, paste the TXT record you just copied in Facebook into the “TXT Value” field, set the “TTL” dropdown to ‘4 Hours (min), and then click the blue “Save” button

After you have completed these steps, simply wait up to 72 hours for the verification process to be completed.

If your domain continues to say “Not Verified”, simply click on the green “Verify Domain” button again or double-check that you set up your TXT record properly:

Once your domain is verified, you can now proceed to the final step before you can actually create a Spotify conversion ad inside of Facebook, which is to set up Aggregated Event Measurement inside of the Facebook Ads Manager.

First, for a more detailed look at how to complete each of these steps, simply keep on reading.

1 – Login to your BlueHost account:

2 – Click on “Domains” from the left-hand menu:

3 – Click on the “Manage” button for the domain you wish to use:

4 – Scroll down to the “TXT” section and click on the blue ‘Add Record’ button:

5 – Go back to the Facebook Business Manager, select the option “Update the DNS TXT record with your domain registrar” and copy the TXT record that Facebook lists in Step 2 of that page:

6 – Type an @ into the “Host Record”, paste the TXT record you just copied in Facebook into the “TXT Value” field, set the “TTL” dropdown to ‘4 Hours (min), and then click the blue “Save” button:

If your domain continues to say “Not Verified” inside of Facebook, simply click on the green “Verify Domain” button again or double-check that you set up your TXT record properly.

Once your domain is verified, you can now proceed to the final step before you can actually create a Spotify conversion ad inside of Facebook.

How To Set Up Custom Conversion Events For Spotify Conversion Ads

The final step before you can actually begin running Spotify conversion ads with Facebook is to configure your custom events.

This is another one of those additional steps that Facebook makes you do because of the recent changes in iOS 14 and above.

Although Facebook has created a limit of 8 custom events per Facebook pixel, you will only really need 1 or 2 if you are just getting started running ads to grow your Spotify streams.

How To Set Up Aggregated Event Measurement For Spotify Conversion Ads

Here are the 9 steps you need to take to set up Aggregated Event Measurement so that you can run Spotify conversion ads with Facebook:

  1. Login to your Facebook Business Manager account
  2. Click the hamburger icon (3 horizonal lines) on the left and select ‘Events Manager’
  3. Click on the tab titled “Aggregated Event Measurement”
  4. Click on the blue “Configure Web Events” button
  5. Click on your domain to expand the section
  6. Click on the grey “Manage Events” button (there may be a green “Add Events” button instead)
  7. If a dialog box pops up titled “Edit these events?” click on the blue “Edit” button to continue or else proceed to the next step
  8. Click the green “Add Event” button and create 1 with the Event Name ‘View Content’ and another with the Event Name ‘Lead’
  9. Click on the blue “Apply” button to complete this process

First, for a more detailed look at how to complete each of these steps, simply keep on reading.

1 – Login to your Facebook Business Manager account

2 – Click the hamburger icon (3 horizontal lines) on the left and select ‘Events Manager’:

3 – Click on the tab titled “Aggregated Event Measurement”:

4 – Click on the blue “Configure Web Events” button:

5 – Click on your domain to expand the section:

6 – Click on the grey “Manage Events” button (there may be a green “Add Events” button instead):

7 – If a dialog box pops up titled “Edit these events?” click on the blue “Edit” button to continue or else proceed to the next step:

8 – Click the green “Add Event” button and create 1 with the Event Name ‘View Content’ and another with the Event Name ‘Lead’:

9 – Click on the blue “Apply” button to complete this process:

Once you have properly set up Aggregated Event Measurement, there are just 2 more things I would suggest doing to make sure you are all good to go.

First – if you are using a custom website you will need to know how to manually (and easily) attach a Facebook Conversion Event to any button or webpage so that the event fires when your fan clicks a button or visits a page.

Honestly, this is very good for you to know whether you are using a custom website or a service like Hypeddit, ToneDen, DistroKid, etc.

Second – you will want to know how to test your conversion events and make sure that Facebook is receiving data correctly.

This way, when you start running ads, you won’t run into any issues like your ads performing awfully because Facebook Ads isn’t configured correctly.

How To Manually Attach A Conversion Event To Any Button:

Once the Facebook Pixel is installed on your website, you can use Facebook’s Event Setup tool to easily attach a Conversion event to any button on your page.

Here is how to attach a Conversion event using Facebook’s Event Setup Tool:

  1. From the Facebook Events Manager, click on the grey ‘Add Events’ button
  2. Select the ‘From the Pixel’ option from the ‘Add Events’ dropdown
  3. Click the blue “Open Event Setup Tool”
  4. Type your Smart Link or website URL into the ‘Website URL’ field and click on the blue ‘Open Website’ button
  5. The previous step will make Facebook will open your link in a new tab. Click the grey ‘Track New Button’ button at the top left
  6. The previous step will highlight all available buttons in blue. Click on the button you’d like to add an event to (ie: the Spotify button)
  7. Click the “Select an event” dropdown in the top right, scroll down, select “View Content, and then the blue “Confirm” button
  8. Choose the “Don’t include value” option and then click the blue “Confirm” button
  9. Click the “Finish Setup” button at the top left

While the Event Setup Tool is still open (before completing Step 9), you will be able to see your newly configured conversion events:

Properly configured conversion events will show up under the “Events on This Page” section on the left.

You will also be able to notice a green circle with an eyeball icon and a checkmark next to any buttons with properly configured conversion events.

Let’s take a look at these steps in closer detail before moving on to the next step!

1 – From the Facebook Events Manager, click on the grey ‘Add Events’ button:

2 – Select the ‘From the Pixel’ option from the ‘Add Events’ dropdown:

3 – Click the blue “Open Event Setup Tool”:

4 – Type your Smart Link or website URL into the ‘Website URL’ field and click on the blue ‘Open Website’ button:

5 – The previous step will make Facebook will open your link in a new tab. Click the grey ‘Track New Button’ button at the top left:

6 – The previous step will highlight all available buttons in blue. Click on the button you’d like to add an event to (ie: the Spotify button):

7 – Click the “Select an event” dropdown in the top right, scroll down, select “View Content, and then the blue “Confirm” button:

8 – Choose the “Don’t include value” option and then click the blue “Confirm” button:

9 – Click the “Finish Setup” button at the top left:

How To Make Sure Your Conversion Events Are Properly Firing:

There are 3 ways to make sure your conversion events for Spotify growth are properly firing inside of the Facebook Ads Manager.

  1. Check the activity on the ‘Overview’ page in your Events Manager.

From this page, you can see overall activity in the top “All Activity” graph, as well as see which specific events have been firing in the section just below it:

2. You can test specific events in real-time by clicking the “Test Events” tab, typing in the Smart Link or website URL you want to test into the “Test Browser Events” section, and clicking the blue “Open Website” button:

This will open up your Smart Link in a new tab, where you can interact with the page to test out all the different events:

Back in the Facebook Ads Manager, you will be able to make sure that the events are actually being received:

3. You can use the Event Setup Tool shown in the previous section to confirm that custom events are attached to buttons and links:

With your Facebook pixel, ad account, and events all properly set up and tested, let’s move onto the main event: actually creating a Spotify conversion ad inside of Facebook.

Facebook & Instagram Ads For Musicians To Grow Spotify Streams

There are 5 key reasons that Facebook ads are so effective for Spotify growth:

  1. There are in-depth targeting options for a very wide variety of interests in addition to basic demographics – interests range from brands to genres to artists to products and beyond
  2. You can “scale” the ads and control your budget – the more you spend the more results you get, in comparison you can only post on social media so many times in 1 day before people get upset
  3. Facebook’s learning algorithm can optimize all by itself to get you the most results possible for the lowest cost possible
  4. You can place people that engage with you into “Custom Audiences” and Retarget them with ads at a lower cost than it took to reach them in the first place
  5. You can leverage the Facebook algorithm to create “Lookalike Audiences” which are 1+ million people that are similar to the people that are in your Custom Audiences

By combining all of these together, you have the power to send highly targeted listeners over to your Spotify profile and then leverage the Facebook algorithm to find more of those people for less over time.

This increase of highly targeted listeners on your Spotify profile, in turn, increases your chances of tripping the Spotify algorithm which will push your music out to even more of those people for free.

This strategy can quite simply be called “The Spotify Algorithm Hack“.

But first…

If you would like to learn more about how Facebook ads for Spotify growth work, check out this article on Facebook & Instagram Ads For Musicians To Grow Spotify Streams. 🙂

How To Use Facebook Ads To Find Fans

Did you know that you can sign up to the Facebook Ads platform and actually use some of its tools for free without even spending on any ads?

Musicians and artists can use the Facebook Ads platform to find their potential fanbase for free by using the Facebook ‘Audiences’ feature to research and create different audiences based on the data Facebook collect on its 3+ billion users and then easily pay to reach them with Facebook ads.

After properly using Facebook’s ‘Audiences’ feature to build multiple target audiences for your music to test, you can then run Facebook ads to actually reach these fans when they are on Facebook and Instagram as well as on apps and websites on Facebook’s network.

..the best part?

Facebook’s advanced algorithm can optimize all by itself to reach the most fans possible for the lowest cost possible and you can create create “Lookalike Audiences” (1+ million people that are similar to your fans) to find even more fans for less.

To learn more about this, check out my full article called: Facebook Ads To Find Fans. 🙂

Some of my favorite music marketing tools

Thank you for reading this article, my friend, and I hope you found it helpful as you build your own successful career in music. 🙂

Here is a list of my favorite and most recommended tools and resources that I’ve personally used to get my music streamed over 4,000,000 times on Spotify as an artist.

Any of the paid services or tools listed here are most likely affiliate links, so if you do decide to use any of them, I’ll earn a small commission.

But in all honesty, these are the exact tools that I personally use, love, and recommend to anyone – including my own friends and family.

Music Distribution

To get your music on Spotify on all the other streaming services, I use DistroKid because you get unlimited song uploads for a low annual price.

If you want to learn more about DistroKid and music distribution, check out the in-depth DistroKid review that I’ve put together.

Or, if you want to get started with DistroKid right now, you can save on your first year with the DistroKid discount.

Facebook Ads For Spotify Success

Although Facebook Ads can be a real pain to get working properly, there is no denying that they are incredible for growing Spotify streams and getting your music in front of real fans.

This is why I’ve put together a completely free course that you can check out called Facebook Ads For Musicians’ Spotify Streams. 🙂

Music Publishing Royalties Collection

For collecting all of the publishing, mechanical, and live performance royalties owed to me whenever my music gets streamed or played, my go-to is Songtrust.

Songtrust is a publishing administration company which means that in addition to collecting all of those royalties for me, they do it on a global level.

To learn if Songtrust is right for you, I’d recommend checking out this article on Songtrust vs BMI.

And if you want to get started with Songtrust right now, I’d recommend learning about the Songtrust discount code so that you can get the best price. 🙂

Website & Smart Links

I’m personally not a big fan of the link-in-bio and smart links for music pages like ToneDen and Hyppeddit.

Instead, I prefer having a full-blown WordPress website that allows me to have a full website in addition to unlimited music links.

For getting started with this, I really like Bluehost because it is the cheapest and a theme called Thrive Themes because it is the most flexible and easiest to use.

I’ve actually created a free Smart Links Course that you can take to learn how to get set up and start getting more streams with custom smart links (I’ve even included the templates I am using!).

Want more tools and resources for your music career?

If you’d like to see even more of my favorite marketing tools and resources for musicians and music artists, I’ve created an even larger list on this page: Best Marketing Tools & Resources For Musicians (& Music Artists).

P.S. There are even some free tools and resources included on that page as well! 🙂

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