Snap Pixel - smarter ways to use them
Snap Pixel is the tracking tool that measures what happens after someone sees your Snapchat ad. It is a small piece of code on your website, much like the Meta or Google pixel, that ties actions on your site back to your Snap Ads so you can see what is actually working.
But could we use them to market our goods and services? The answer is a resounding YES! “How can this be”?
The answer is Snapchat Geofilters & Snap Ads!
Snap Pixel lets marketers track whether visitors to their site came after seeing a brand’s ad on Snapchat. Even if the customer didn’t click the ad directly, you can still attribute the visit.
Snap Pixel
Those using the self-serve Snapchat Ad Manager Tool will have access to this pixel. The only limitations this pixel has is that it will only allow brands to track conversions for their vertical-video Snap Ads, not Sponsored Lens or Sponsored Geofilter campaigns. However, this might change in the future.
Advertisers know that Facebook, Google, LinkedIn, Pinterest, and Twitter already use this code and Snapchat is looking to compete for brands’ budgets with this tracking tool. For Snapchat, this is especially important as they care more about raising revenue than brand awareness.
To track conversions brands will add the Snap Pixel code to the pages on their sites that they want to track and will specify the conversion event that the page corresponds to, such as “Add To Cart.” Advertisers will be able to select from predefined conversion events but eventually will be able to create their own events. They can currently choose from:
- Purchase.
- Save.
- Start Checkout.
- Add to Cart.
- View Content.
- Add Billing.
- Sign Up.
- Search.
- Page View.
After setup, marketers will be able to view the conversion-tracking measurements through Snapchat Ad Manager. In addition, they can also see data from different date ranges and be able to break down audiences who simply viewed an ad and those who engage by swiping up.
Snapchat does not plan on stopping there as they plan to have brands be able to use Snap Pixel to retarget the people visiting their sites based on the pages they visit. Furthermore, the social media app plans on having brands be able to create “lookalike” audiences of people with similar characteristics to those site visitors and aim ads at those people.
Snap Pixel pairs well with the rest of your Snapchat setup. See our guide to Snapchat ad formats and how to plan a Snapchat advertising campaign.
Leads Dubai is a Social Media Marketing Company in Dubai, UAE. Talk to us about your Snapchat advertising.
