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Your Self-Serve cap measures new, real Spotify listeners your Soundlinks bring in this billing cycle. Each person counts once per Soundlink, on the first cycle that Soundlink brings them in. Repeat streams through the same Soundlink never add to the count.
Listeners from Soundlink-funded ad campaigns are not counted here. Those campaigns are billed separately through the credit wallet.

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Same listener, later visit

Once a Soundlink has counted someone, every later visit on that Soundlink is a returning listener — through your Meta ads, a playlist, or directly. A person counts once per Soundlink. If they later discover a different Soundlink of yours, they can count once there too.
The usage row on Settings → Subscription is your plan cap for the cycle. Totals in Soundlink metrics are for reporting. They are not the same number.