GTM Setup Guide

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.