Snap Pixel: Power Your Ad Performance

Install the Snap Pixel to track ad performance and user actions on your site, like page visits, cart additions and purchases. This helps you optimize ads and reduce costs.


How Can the Snap Pixel Help Your Business?

The Snap Pixel helps you track ad results, reach new audiences, and optimize for key actions.

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Measure events that matter

See all the actions that take place on your website after someone clicks on your Snapchat Ad.

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Reach the best audience

Create custom and lookalike audiences based on your website activity.

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Optimize based on true results

Understand the success of your campaigns by observing conversions in real time.


Easily Install the Snap Pixel with these Partner Integrations

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Install with Shopify

Install the Snapchat Ads
App on Shopify, which enables pixel installation in just 2 clicks. See our guide for more details.

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Google Tag Manager

Easily install the Snap Pixel with Google Tag Manager. This is the best choice if you’re already using Google Tag Manager.

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Install the Snap Pixel and start tracking results on your Woocommerce store.

Not using any of these tools?

Use our new Pixel Setup Tool to easily install the Snap Pixel in just 5 minutes.

  1. Log into Ads Manager. Then select Events Manager in the top left corner.

  2. Select the industry category that best fits your business.

  3. Based on your response, Snap will autofill the pixel events that we recommend setting up on your website.

  4. Copy the Snap Pixel code provided and add it to your website’s header section.

  5. Use the Snap Pixel Helper and Test Events Tool to verify your installation, then publish your settings.

See our detailed guide on how to install Snap Pixel with Pixel Setup Tool.


Ensure Your Pixel is Working with these Snap Tools

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Snap Pixel Helper

If you’re using Chrome, use the Snap Pixel Helper to check whether your Pixel is firing correctly on your page. Snap’s Pixel helper will show whether your Pixel is installed, and enable you to pass test events.

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Test Event Tool

Alternatively, use the Test Event Tool to test whether your Snap Pixel properly registers the events you want to track. Find it in Events Manager, then enter your website to get started.


Analyze and Improve Your Campaigns with the Snap Pixel

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Attach the Snap Pixel

Start tracking and improving your campaigns by attaching Snap Pixel during ad setup. This will enable you to select Pixel objectives, such as Pixel purchases, as well as use Pixel data to optimize future campaigns.

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Check your Pixel Installation with Event Quality Score

Your Event Quality Score (EQS) measures how effectively your conversion events are matching to a Snapchat account. You can find your score for each event in Events Manager. Try getting your EQS to “Okay” or “Good” by following the recommendations.

Advanced Setting: The Snap Conversions API (CAPI) enables you to pass events directly to Snapchat so you can track results more accurately, optimize your ads, and get better results for your business. Learn more about CAPI


See How Businesses Like Yours Are Driving Results with Snap Pixel

Snapchat ad for Valyou Furniture


Return on ad spend

Valyou Furniture used the Snap Pixel to build custom audiences, which helped result in an impressive 80x return on ad spend.

Ready to Install Your Snap Pixel?

Get improved insights, better ad results, and advertise to people more likely to become customers.

Frequently Asked Questions

What is the Snap Pixel?

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, BigCommerce, or WooCommerce.

  • 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.

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.

Is the Snap Pixel free to use?


How do I know if the Snap Pixel is working properly?

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.

What is the Event Quality Score (EQS)?

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.

Read our guide to learn more about the Event Quality score.

What kind of data does the Snap Pixel collect?

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

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

What is the difference between the Snap Pixel and CAPI?

The Snap Pixel is the tool you can use to more accurately track results on your website, which helps our system optimize your ads for better results and targeting. CAPI allows your website to directly pass pixel events to Snap, which can further improve the quality of your data and results.