GTM Setup Guide

Snapchat has a native integration with Google Tag Manager. To set up Pixel with GTM, follow the guide below. You can also work with your Sales Rep on setup. Be sure to pass these critical signals to properly enable your campaign to maximize conversions.

Pass the correct events
Pass user email and/or phone number
Pass Click ID
Pass all conversions, not just attributed

Set up the Snap Pixel with GTM

Getting Started

To get started using Snapchat in Google Tag Manager, add the 'Snap Pixel by Snapchat' template to your GTM Workspace by following the steps listed here. Next:

You’ll need to get your Pixel ID and add it to any Snap Tags created in GTM. To create a GTM variable for Pixel ID, see instructions here. To create or find your Pixel ID, refer to the Manual Pixel Setup section.
You’ll want the pixel to fire on all the webpage, see instructions here.

Ensure You are Passing Signals Correctly

To increase the volume of signals for Snap to optimize your campaigns fully, you need to:

1. Pass the correct events

Depending on the results that you want your ads to deliver, create events belonging to either online sales for leads:

Online Sales:

Purchase: Used for when a user pays for something immediately online.
Add to Cart: Triggers when a user adds a product to their cart.

Leads:

Sign Up: Trials signups, form submissions, loyalty enrollment, newsletters, registrations for webinars/events, free tools/gated content, consultations, etc.

2. Pass user email and/or phone number

In addition to creating the events, it's a high priority to pass the users email and/or phone number along with the event tags to improve attribution matching. Please note:

You need to normalize email/phone number prior to passing the value
Snap Pixel SDK will automatically hash the values

See an example of passing email and phone number in the video:

5:10 Creating a GTM variable for email and phone number
- The datalayer variable was created by our developer and named user_email and user_phone_number; the naming of your variable will depend on your developer
6:05 Modifying a Tag to pass the email and phone Variable
- This was done for the page view event, you’ll also want to prioritize doing it for your purchase event or sign up event
7:15 Passing values to the Data Layer (developer would do, ideally already done)
- 7:20 you need to normalize the values
- 9:18 pushing the values into the data layer (see the coding of user_email and user_phone_number)

3. Pass Click ID

No action should be required for pixel assuming your website isn’t redirecting and dropping the click id. The Snapchat Click ID or ScCid is a parameter that is automatically attached to your ad's landing page URLs.

4. Pass all events

Snap campaigns optimize based on the data signals it matches and receives, just sending attributed events severely limits the amount of signals that Snap has to optimize to.

Frequently Asked Questions

Learn more about Click ID

The Snapchat Click ID or ScCid is a parameter that is automatically attached to your ad's landing page URLs. When a Snapchatter clicks on an ad and lands on your website, an ID is created and appended to the URL. The variable name is "ScCid”. Snapchat Click IDs help you to match users and attribute events to your Snapchat ads accurately. No action is needed for your pixel integration to enable this. (from help center). If you’d like to test and see what parameters are being passed, including the ScCId, follow the instructions here. Troubleshooting Click ID here.

What are the components of GTM?

Hierarchy: Data Layer > Variable > Trigger > Tag. Learn more here from Google

Next, Test That Your Signals Pass Correctly

Validate Setup

Need Support?

Reach out to your Snapchat Rep for support with signal setup.