Measure Snapchat Campaign Conversions with DataChannel

The popular multimedia messaging programme Snapchat is very well known for its own style of communication. It adds a layer of privacy by allowing users to communicate images, videos, and messages that disappear after being viewed. Snapchat provides a platform for publishing impromptu and interesting material thanks to its assortment of creative tools, filters, and augmented reality features. It has become  a well-liked option for real-time storytelling, self-expression, and social connection among people and brands alike.

Why Snapchat Ads?

Snapchat ads are a variety of advertisements that are displayed inside the Snapchat application. They include Collection commercials (showcasing several products), Filters (interactive overlays for images and videos), and Snap Ads (vertical full-screen video commercials). They help companies promote their goods or services to Snapchat's user base.

Snapchat ads offer four key benefits:

• Engage a very active audience: Snapchat's access to the highly engaged Gen Z and millennial market is made possible by its more than 750 million monthly active users, which raises brand exposure.
• Promote meaningful interaction: Immersive ad formats like Snap Ads, Filters, and Lenses produce interactive experiences that increase user engagement and forge stronger bonds.
• Options for precise targeting: Companies can use behavioral, interest-based, location-based, and demographic targeting to precisely reach their target population.
• Results that can be tracked and seen clearly: Snapchat's ad platform offers real-time metrics and insights that let businesses evaluate the success of their campaigns, improve their tactics, and make data-driven decisions.

Data Activation into Snapchat

The phasing out of third-party cookies has heightened the importance of first-party data ownership. Aggregating, transforming, and activating this data are crucial steps, despite challenges in its utilization. Research reveals that a significant number of marketers underutilize their data. Customers now expect personalized, value-based interactions, especially as they progress through the marketing funnel. While targeted ads on Google and Facebook are effective, social media platforms like Snapchat offer cross-channel personalization. With data growing exponentially, marketers must swiftly extract insights and act upon them to stay relevant. Data activation is becoming increasingly vital in leveraging data effectively for meaningful marketing strategies.

What is Snapchat Conversion API (CAPI)?

By tranferring conversion events directly to Snapchat's backend system, the Snapchat Conversion API is a tool made available by Snapchat enabling advertisers and businesses to track and evaluate the success of their Snapchat ad campaigns. Businesses can record and track significant user behaviors once they interact with Snapchat advertising, such as when users make purchases, sign up for services, or fill out forms.

Businesses can improve their campaigns based on real-time data, receive granular insights into the effectiveness of their Snapchat ads, and precisely attribute conversions by adopting the Conversion API. With the help of this integration, businesses can get a comprehensive understanding of their return on advertising spend (ROAS) and make data-driven decisions to improve their Snapchat advertising strategy.

Also read our blog on how to Target, Engage & Customize marketing campaigns with Snapchat Ads Audiences?

Why leverage DataChannel to measure campaign conversions using Snap’s CAPI?

Leveraging DataChannel to measure campaign conversions using Snap's CAPI (Conversion API) offers several benefits:

• Accurate and timely conversion tracking: DataChannel transfers conversion events from your server to Snapchat securely, ensuring precise and real-time conversion tracking. You can monitor the effects of your campaigns more rapidly and make sure that your bids are still in line with market demand by sharing occurrences in real-time.
• Enhanced attribution insights: By activating your customer data with  DataChannel & Snap's CAPI, you can track user actions across multiple events (PURCHASE, SAVE, START_CHECKOUT, ADD_CART, VIEW_CONTENT, ADD_BILLING, SIGN_UP, SEARCH, PAGE_VIEW, SUBSCRIBE, AD_CLICK, AD_VIEW, ADD_TO_WISHLIST, CUSTOM_EVENTS). This enables you to monitor the entire customer journey from the first till the last touch and precisely attribute conversions to particular ad campaigns.
• Robust targeting: You can easily fetch first-party custom user data which you can use to create lookalikes or re-engage with your existing users by pulling Snap's conversion events data using DataChannel.
• Improved measurement: Using a single source of truth, you can better understand the outcomes your efforts are generating across all channels. You can have access to multiple granular metrics such as conversions, site visits, and other clicks that are a direct result of your customer’s coming across your Snap Ads..
• Event Quality Score: The Event Quality Score (EQS) of your app and web conversion events reveals how efficiently the customer parameters and identity signals (any data that can be used to directly or indirectly identify someone) can be corresponded against a specific Snapchat account. Scores are determined on a scale of ten for each event type (page view, add to cart, install, buy, etc.) and event source. 

A higher event quality score indicates that events are more likely to correspond to a Snapchat account, which can lead to more conversions and a reduced cost per action.

Overall, combining DataChannel and Snap's CAPI allows for accurate conversion tracking, detailed attribution, campaign optimisation options, and more. These advantages enable organizations to increase the effectiveness of their Snapchat advertising initiatives and achieve better outcomes. Schedule a demo call with us today to get your client data activated into Snapchat.