Using smart-links to direct fans to their preferred streaming service is a long-established part of music marketing.
The challenge has always been understanding what the taps and clicks on those links actually meant for artists. You could tell that a fan had gone through to the streaming service, but not whether they’d actually streamed the music, saved it to their libraries or playlists, and/or followed the artist.
This information gap is being worked on though, and the latest example is a partnership between Feature.fm and YouTube. It will see people using Feature.fm get conversion and attribution data from their links to YouTube and YouTube Music. Specifically how many streams resulted from those links.
The data will start to flow once those streams are more than 50 in a given day, with artists and their teams able to access it from Feature.fm’s analytics dashboard.
The company told Music Ally that this is the start of plans for “deeper functionality in the future” with YouTube, and that it joins existing conversion data deals with Qobuz, Anghami, Boomplay and Rough Trade.
“Our partnership with YouTube will enable more artists of all sizes to make sure they are activating fans on-platform and getting better insight into how their marketing efforts result in actual consumption of their music,” said CEO Lior Aharoni.
Feature.fm isn’t the only company working on this challenge, of course. Rival Linkfire has regularly talked about the importance of conversion data, and has its own set of deals with streaming services including Boomplay, Anghami, Pandora, Apple Music and YouTube Music – the latter of which it signed in 2020.
Proper conversion data from streaming services is a welcome trend, and the competition between smart-link platforms to get it, and present it to artists and their teams as accessibly as possible is also a very good thing for the industry.
Feature.fm’s YouTube deal comes hot on the heels of its latest product launch: pre-save fan notifications, which enable artists who’ve pre-saved their new music via the platform to stream it once it’s out. We profiled the company in one of our Tools pieces earlier this year.
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