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Snapchat’s 2023 Guide to Advertising

Many businesses just like yours, that are focused on getting more users for their apps, run ads on Snapchat. The new year is the ideal time to acquire new users for your app. In fact, 63% of Snapchatters last downloaded a new app on their phone within the past two weeks, and 41% of Snapchatters make a purchase using an app at least once a month. By following our proven best practices, Snapchat can help you achieve your goals for 2023. Find our full guide below or book a call with a Snapchat Ads Specialist. We’re here to help every step of the way.

Before you get started...

Creating a Snap App ID is very important when advertising your app. A Snap App ID allows you to create audiences based on your data, optimize and measure your ads effectively to drive performance. You can also verify ownership of your app so you can control its data.

Set up your Snap App ID

The Snap App ID is a unique code generated by an advertiser in the Snapchat Ads Manager, when they register their app and tie it to their Snapchat Business Account. Once the Snap App ID is generated, simply paste the code into your approved mobile measurement partner (MMP) dashboard.
To learn how to set up your Snap App ID, please see our quick setup video below or visit our business help center article on the topic here.
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Set up your App Attribution

MMPs allow advertisers to see what Snapchatters do on your app after they take an action with your ad. SKAdNetwork allows you to track your app activities on IOS Devices IOS14+.
To learn how to set up SKAdNetwork with Snapchat, please see our quick setup video below or visit our business help center article on the topic here.

Create a Custom Audience focused on Customer Lists

Creating a Custom Audience focused on Customer Lists will help utilize your existing data (such as CRM Data, Subscribers, Sign Ups, etc) to retarget or exclude customers from future ad campaigns. This audience setup will help you gain a healthy flow of insights and build meaningful lookalike audiences to target.
Get started with Custom Audience Creation for Customer Lists via our dedicated Business Help Center page here.
Interested in free one-on-one guidance?

Setup complete. What’s next?

Make Single Image and Video Ads work for you
Single Image or Video Ads are full screen ads that are easy to create, and offer the creative freedom to communicate your message. This type of ad is a fantastic way to kick off your advertising for 2023, but it’s important that you follow these five golden rules so your ad performs to the best of its ability.

The 5 Golden Rules

#1  Keep Ads Short
Get your message across in the first 3 seconds. Always have your logo visible.
#2  Style it like UGC
Style your ad like user generated content by filming with a phone and talking directly to the camera.
#3  Encourage An Action
Encourage people to take an action, such as a Swipe Up or presenting an Option to Buy.
#4  Consider Audio
Two-thirds of Snaps are playing with sound on. Use sound to capture attention or as a call to action.
#5  Focus on One Message
Have one clear hero message for your product or brand.

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Kick off your 2023 advertising with a Traffic Campaign.

To get your audience excited about your app, it’s important to jump-start your advertising efforts on Snapchat with a Traffic / Install Campaign set to broad targeting.

Log into Ads Manager

From the Manage Ads menu, select Create Ads and choose the Advanced Create option.

Choose Your Objective

Select App Installs. In the newly-created Ad Set, we recommend a minimum budget of $30 USD per day.

Choose Your Audience

Use Age & Gender targeting for this one Ad Set campaign. This will drive the most eyes to your business.
Pro Tip: check the “Audience Expansion” box

Choose Your Delivery

Tailor your Ad Set with a “Swipe Up” goal and use the auto-bid function.

Make Ad Creatives

We recommend using Video Ads in line with our best practices above. For best results, use 2-3 creatives per Ad Set.


You did it! The approval process takes 24-48 hours so check back on your account to see that your campaign has been approved.

Interested in free one-on-one guidance from a Snapchat Ads Specialist?