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The Snap Pixel: Measure, Optimize, and Re-engage

The Snap Pixel is a tool that helps advertisers measure, optimize, and build audiences for their ad campaigns. Learn about the Snap Pixel and discover:
  • What a Snap Pixel is, how it works, and how it can benefit your business.
  • How to install a Snap Pixel and start tracking customer events today.
  • How to validate a Snap Pixel with the Snap Pixel Helper.

What Is the Snap Pixel?

The Snap Pixel is a piece of JavaScript code placed on your website that allows you to track the actions that Snapchatters take on your website across devices. With the Snap Pixel in place, you can implement highly-targeted campaigns, analyze the actions Snapchatters take, build Custom Audiences, and optimize based on real-time insights. Benefits of the Snap Pixel include:

Measure conversion events that matter

See all of the actions that Snapchatters take on your website across all devices. Attribute conversions, such as purchases, back to your ad campaigns to understand the true impact.

Reach the perfect audience

Create Pixel Custom Audiences to reach high-intent Snapchatters who have engaged directly with your brand in the past, and Lookalike Audiences to reach Snapchatters with similar characteristics to your existing customers.

Optimize to reach people most likely to take action

With the Snap Pixel installed, you can analyze results in real time and use goal-based bidding to optimize toward a specific action that a Snapchatter is most likely to take.

How Does the Snap Pixel Work?

The Snap Pixel measures a range of actions that directly tie back to business goals, like driving product views, leads, subscriptions, or purchases.

Having a Snap Pixel installed enables you to track customer events across devices. When a Snapchatter sees your ad on Snapchat and makes a purchase on desktop, the Snap Pixel tracks that event and lets you attribute your ad to their actions. As the Snap Pixel measures more conversion events, Snapchat learns more about the types of people who are most likely to take similar actions, allowing you to unlock conversion optimization for your campaigns.

How Do I Install and Verify the Snap Pixel?

Install the Snap Pixel in four simple steps:

1. Create a Snap Pixel within Events Manager
While the setup might vary slightly when using an integration*, the most common method is to first generate your Snap Pixel code within Ads Manager. First, navigate to Events Manager where you can create your Snap Pixel and manage events passed back to Snapchat across web, app, or offline. Then, select ‘New Event Source’ and click ‘Create a Snap Pixel’ to set up your Snap Pixel.

2. Set up a Snap Pixel
Implement the Snap Pixel on your website by clicking ‘View Pixel Details’ within Events Manager, where you will find the details of your newly-created Snap Pixel. Next, click ‘Setup Pixel’ to select the pixel JavaScript code and then copy and paste it into your website’s code base.

3. Validate a Snap Pixel
Download the Snap Pixel Helper Chrome Extension and add it to your Chrome bar to allow the Snap Pixel Helper to troubleshoot Snap Pixel implementations. Once added, you will be able to detect if a Snap Pixel is working correctly by navigating to your website where the Snap Pixel is placed. You can also identify and fix any Snap Pixel implementation issues by clicking ‘Diagnostics’ within Events Manager.

4. Attach the Snap Pixel to your campaigns and analyze data
Enable pixel tracking in Ads Manager by selecting ‘Manage Ads,’ choosing the ad set you’d like to track conversions for, and attaching your Snap Pixel. You can then analyze the results of your campaigns and see attributed conversions and metrics like purchases, purchase value, and return on ad spend.
*If you are using one of the common platforms or tag management solutions below, we also offer custom integrations that make it even easier:

Success on Snapchat

See how customers on Snapchat are achieving their advertising goals with the Snap Pixel.

She's Birdie

She's Birdie implemented the Snap Pixel as part of their strategy to drive online purchases and saw:
  • 2.4x return on ad spend
  • 31% lower CPM compared to other platforms
  • 61% of sales from 18-24 year olds driven by Snapchat

Snapchat can help your business grow.