Snap Pixel: Power Your Ad Performance

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!

The Snap Pixel is a tool that helps advertisers measure results, optimize audience targeting, and build audiences for their ad campaigns.

The Snap Pixel is a piece of JavaScript code that’s either installed on your website or integrated with an e-commerce store, such as Shopify, Zid, or Salla.

• Know what matters most. See all the actions that people take on your website after they see an ad. When you attribute the conversions back to your ad campaigns, you’ll understand the true impact.

• Reach the right people. Create Pixel Custom Audiences to reach people who’ve already engaged with your business. Or create Lookalike Audiences to reach people who are similar to your current customers.

• Optimize your campaigns. Analyze results in real time and use goal-based bidding to optimize toward the action that someone is most likely to take.

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.

Yes, the Snap Pixel is free.



The Conversions API itself is free to install, but some partner installation options might have a cost. Check our Snapchat business partner page for details.

You can use the Snap Pixel Helper tool to test your Snap Pixel. It’ll show you whether your Snap Pixel is installed correctly and receiving data from your website. See the Snap Pixel Helper user guide to learn how to test your Snap Pixel.

You can also validate Snap Pixel events with the Pixel Test Event tool. This will help you see whether your Pixel integration is set up right and whether your Pixel events have successfully reached Snapchat’s servers. See the Pixel Test Event user guide to learn how to validate Snapchat Pixel events.

The Event Quality Score (EQS) indicates how effectively conversion events are being matched to a Snapchat account, using customer parameters and identity signals from your data.

Having a higher score means your ads are being delivered to more Snapchat users who are more likely to take the action you want. This can help you get more conversions at a lower cost.

Learn more about this in our Event Quality Score guide.

The Snap Pixel collects data on user activity on your website, such as page views, add-to-cart actions, purchases, and sign-ups.

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. Review our privacy and security FAQs to learn more about your obligations.