Google Ads Remarketing Tag on a Spotify Link (Free)

To put your Google Ads remarketing tag on a Spotify link, paste the AW- ID into Sptfy once; every click on every link then sends a remarketing ping that adds the fan to your Google Ads website-visitor lists. Be clear about what this is before you set it up. Sptfy loads the remarketing tag only: the gtag('config', 'AW-…') call and nothing else. There is no conversion label and no conversion event, so no conversions will ever appear in Google Ads from a Sptfy link. What you get is an audience: the people who clicked through to your music, ready to be shown a YouTube, Display or Demand Gen ad when the next release lands.

What you get, and what you don't

When a fan clicks a link with tracking on, Sptfy's branded page loads Google's gtag.js with your AW- ID. The tag records a visit to sptfy.co/your-slug, which is enough for Google to place that browser in your "All visitors" data segment and in any custom segment whose URL rule matches. It fires in the background as the fan clicks through, on the way to Spotify, with nothing for the fan to do. That is the entire integration. No "clicked" conversion, no conversion value, no enhanced conversions, no server-side sending. If you want conversion counts in Google Ads, Sptfy is not the tool for that part.

About the field name

In Sptfy's Settings the field is labelled "Google Ads Conversion ID". That is Google's name for the AW- number: the same ID is called a conversion ID, a tag ID or a Google tag ID in different corners of Google's documentation, and Google Ads issues it whether you set up a conversion or not. Sptfy uses the number for remarketing only. Nothing about the label changes what is sent.

Step 1: find your AW- tag ID

The ID looks like AW-123456789: the letters AW, a hyphen and a string of digits. As of 2026 you can find it in Google Ads under Tools → Data manager, or in the Google tag settings, where it appears as the tag ID. Audience manager → Your data sources → Google Ads tag also shows it, with a tag setup option that prints the full snippet; the ID is the AW- value inside it. Google renames and moves this area often, so don't worry about the exact menu names. The AW- prefix is what you are looking for.

If your account has never had a tag, Google may ask you to set one up first. Choose the remarketing or data-collection option rather than creating a conversion action; you don't need a conversion to get an ID.

Step 2: paste it into Sptfy

Go to Dashboard → Settings → Tracking Pixels, paste the ID into "Google Ads Conversion ID" and save. Sptfy validates the format and rejects anything that doesn't match. Entering your first pixel ID turns tracking on for your account; from then on every link fires the tag unless you switch that link to "Disable Tracking". If you also use Google Analytics 4, both run from a single gtag.js load. See Google Analytics 4 on a Spotify link for that setup.

Step 3: verify

Open Google Tag Assistant, enter one of your Sptfy links and let the page hand off to Spotify. Tag Assistant should list your AW- tag as having fired. It may complain that the page changed quickly; that is expected, since the Sptfy page is on screen for a fraction of a second, 2.5 seconds at most.

In Google Ads, Audience manager → Your data sources → Google Ads tag shows the tag's status. It usually changes from "no recent activity" to receiving data within about a day of the first click. Link previews and crawlers never fire the tag, so send the link to yourself and click it in a real browser if you want to see the first hit.

Step 4: build a remarketing list

As of 2026: Audience manager → Your data segments → New segment → Website visitors. Choose visitors of a page and set the rule to URL contains sptfy.co for everyone who ever clicked one of your links, or URL contains sptfy.co/your-slug for one release or one campaign. Pick a membership duration; Google's rules on the maximum change, so take whatever the form offers.

Google will not serve ads to a list until it reaches a minimum size, and the minimum differs by campaign type. Google doesn't publish a number you can rely on, so give the list time to fill rather than judging it after a day. Once it is eligible, use it as a targeting segment in Display, YouTube or Demand Gen campaigns, or as a seed for whatever similar-audience option Google offers at the time. The strategy behind this is in Spotify retargeting ads for musicians.

Alternative: GA4 audiences

If your GA4 property is linked to your Google Ads account, you can build the audience in GA4 instead (page_location contains sptfy.co) and share it across. That gives you GA4's reporting and segmentation on top of the list. The AW- route is simpler and doesn't depend on the link between the two accounts, so most people start there and add GA4 later if they want the reports. You don't need both, and running both costs nothing extra.

For what Sptfy records on every click without any Google account at all, see Spotify link analytics. The FAQ has the short answers.