Signal Setup
To run a successful ad campaign where you are driving online sales or leads, it’s critical that you are passing strong signals through the Snap Pixel and the Conversions API. Together, they provide your event reporting and increase conversion matching, which directly drive campaign optimization performance and attribution.
The Snap Pixel is a piece of JavaScript code that you add to your website or integrate with your e-commerce platforms. It allows you to measure the impact of your ads on driving actions on your website like sales, subscriptions, leads, and more. It provides the signals needed for campaign optimization and creating audiences based on website activity.
Snap’s Conversions API is a structured, privacy-centric interface that allows you to directly pass web, app, and offline events to Snap via a Server-to-Server (S2S) integration. This helps our system to optimize your ad campaigns, improve your targeting, and measure the conversions that resulted from your Snapchat campaigns.
Because of continued signal deprecation in the mobile and cookie ecosystem, it’s recommended to set up CAPI. If you are more familiar with working with pixels, you can start with that implementation first. Once you have your pixel setup and want to leverage CAPI, there are some CAPI integrators that make it simple to set up by linking to your pixel. You can see the best results by implementing both.
Measure Events That Matter
Track important actions on your website after someone interacts with your Snapchat Ads like views, add to carts, purchase, leads and more. Understand the success of your campaign and know exactly which campaigns, creatives, and audiences drive results.
Optimize Ad Performance
Snapchat uses the signals to make delivery more efficient by focusing your ads on users more likely to convert. When you provide enough signals and set your conversion goal, Snapchat can focus on your high value actions which results in more conversions and lower cost per action.
Build Retargeting Audiences
Retarget people who visited your website, added products to cart, or viewed a service page but didn’t convert. You can also create Lookalike Audiences based on high-converting users to find more potential customers
increase in attributed purchases
increase in purchase value
reduction in Cost per purchase¹
Frequency Asked Questions
How does CAPI differ from Snap Pixel and why is having both important?
Snap Pixel is a browser-based code on your website to track user actions after they interact with your Snapchat ads whereas CAPI is a privacy-safe, server-to-server connection that sends conversion events directly from your server to Snapchat instead of relying solely on browser tracking. CAPI allows you to send data about user actions without depending on cookies, making it more reliable in a privacy-focused landscape. It can capture events that might not be tracked by Snap Pixel due to browser limitations. We recommend using both Snap Pixel and CAPI together provides a fuller picture of user behavior and enhances your ability to effectively track and optimize your advertising efforts!
What can I track with the Snap Pixel?
You can track a variety of actions on your website, such as page views, add-to-cart actions, purchases, and sign-ups. This will give you a better understanding of how your Snapchat ads are driving website conversions, such as purchases and lead form submissions. Note: you can’t use the Pixel to send certain types of data to Snap, like health-related or other sensitive data. Please review our privacy and security FAQs to learn more about your obligations and what data you cannot send.
Are the Snap Pixel and Conversion API free to use?
Yes, the Snap Pixel is free.
The Conversions API itself is free to install, but some partner installation options might have a cost. Compare Set-Up options here.
What are the legal requirements for using the Snap Pixel?
You must — and it is your responsibility to — understand and follow applicable laws when implementing the Snap Pixel. You must implement the Pixel (and configure your own websites) in a manner that honors users’ privacy and data protection rights. Make sure that your website and any webpages are eligible for the pixel, in line with the Snap Personal Data Terms and our privacy and security FAQs.
Snap Ads and European Laws FAQs
This section provides additional information on EU laws that are relevant to Snapchat Ads.
Reach out to your Snapchat Rep for support with signal setup.