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How to Analyze Your Snapchat Ads Campaign Performance
How to Analyze Your Snapchat Ads Campaign Performance
So, you launched your first Snapchat Ads campaign and you’re ready to learn how your ad performed. Not only is measuring campaign performance an exciting moment when you’re working hard to advertise your business, but it’s critical to understanding what has worked well, what might not be working as well, so you can best adjust your marketing to optimize towards your goals.
In this blog, we’ll cover everything you need to know about analyzing your advertising campaigns on Snapchat - from how to set advertising goals, how to analyze campaign performance against your marketing and business goals, to how to create custom reports in Snapchat’s Ads Manager to streamline and automate your performance reporting.
How to Set Advertising Goals
Before diving into how to analyze campaign performance, it’s important to understand what goals to consider when advertising on Snapchat. In all aspects of marketing, determining a clear, measurable and achievable goal helps determine a strong and strategic approach. Let’s go over how to set goals for your Snapchat campaigns, and what key performance indicators (KPIs) to be aware of given your campaign objective.
Before jumping into advertising on any platform, it’s crucial to ask yourself, what is it that you’re hoping to drive for your business through advertising? Determining your business objective helps inform your campaign goal as well as the KPIs you’ll use to measure that goal against.
Maybe your goal is getting the word out about your products, services, or offerings. Every advertiser should incorporate this goal into some part of their marketing plans, as it casts a wide net and allows campaigns to get the most impressions for any given budget. We always recommend launching and maintaining an “always on” awareness campaign on Snapchat to help introduce Snapchatters to your products or services. For ads and campaigns that have a goal of driving awareness for your business, your main KPI will be Swipe Ups, Impressions, Shares, Story Opens.
What about driving continued interest in your brand and nurturing existing leads or previous customers? Do you want to drive casual gamers to download your mobile game, or send Snapchatters to your website to browse your products? How about generating new leads? On Snapchat, selecting ‘Consideration’ as your advertising goal on Snapchat will help you move customers from the ‘Awareness’ stage of the marketing funnel, through the ‘Consideration’ phase of the funnel. When selecting ‘Consideration’ for your campaign goal on Snapchat, the main KPIs to understand and report on will be Swipe Ups, Video Views, Page Views.
And finally, what should you consider a performance indicator when you’re looking to close the sale and convert your engaged audience? Whether that’s driving website or in-app conversions, or catalog sales, your key performance indicators when your advertising goal is ‘Conversions’ will be Swipe Ups, Story Opens, App Purchases, App Opens, App Installs, App Add To Cart, App Sign Ups, Pixel Purchase, Pixel Sign Ups, Pixel Page Views, and Pixel Add to Carts.
Once your campaign goal is set, you will need to determine what ad format to use on Snapchat - depending on your selected goal, you will have certain ad formats available. Snapchat offers ad formats such as Single Image or Video Ads, Story Ads, Collection Ads, Dynamic Product Ads, Commercials and Lenses AR Experiences. Additionally, if you’re launching ads using Snapchat’s Advanced Create, you’ll have the option to use goal-based bidding to optimize your ads and campaigns towards your goals - meaning you can specify the cost-per-action you’re willing to bid to reach a Snapchatter most likely to take your desired action, such as installing your app, watching a video, or completing a purchase.
How to Analyze Advertising Campaigns
Now that we’ve touched on goal setting and the ad types available on Snapchat, we can dive deeper into analyzing your Snapchat advertising campaign.
When you launch an advertising campaign, measuring its performance is critical to understanding your wins and the opportunities that exist for your next campaign. It ensures you’re making data-driven decisions that enhance your advertisements over time and optimizing toward improved performance and maximized return on investment.
You can measure advertising campaign performance by identifying KPIs based on your campaign’s goal and checking on those key metrics.
- Brand Awareness – If increasing awareness for your brand, products, or services across Snapchat is important, checking the ad’s number of impressions, click-thru rate, and cost per thousand impressions can help you conclude if the campaign is performing well.
- Consideration and Engagement – If you’re hoping to send Snapchatters to your app, website, or AR experience, or drive more engagement, leads, or views, checking the number of app installs, your website traffic, or video views can tell you whether your campaign is supporting your business objective.
- Sales, Leads, or Conversions – If your goal is to drive actions on your website, you should check conversion rate, cost per conversion, or return on ad spend to better understand the campaign’s success.
And with Snapchat, you can analyze it all in one convenient place - in Ads Manager.
How to Measure Ad Performance on Snapchat
On Snapchat, you can measure your campaign’s results in one centralized dashboard: Ads Manager - a tool that lets you create and manage your Snapchat ads, as well as create, update, and view performance for all of your campaigns, ad sets, and ads.
Within Ads Manager, a number of features and tools exist to help optimize your ads and achieve your business goals:
- Events Manager - Events Manager is a tool within Ads Manager where you can set up your Snap Pixel and measure the cross-device impact of your campaigns. With it, you can see how many Snapchatters take action on your website after seeing your ad. It’s also where you can set up your Snap App.
- Audience Insights - Audience Insights helps you learn more about your target audience on Snapchat so you can create relevant content, and it equips you with the tools you need to build out audience segments that look similar to the audience that is already resonating with your brand, ultimately helping to grow your reach.
- Campaign Lab - Campaign Lab allows you to easily set up and act on scientific campaign experimentation and testing in a completely self-serve way. It includes actions, insights, and learning agendas to help you understand where to start your tests, form hypotheses, identify what’s working, and take action accordingly to inform your campaign strategy.
- Reports - In Snapchat Ads Manager, you can build a custom report that can be scheduled to send on a regular cadence to an Ads Manager member’s email. This feature helps offer real-time insights into your campaign’s performance on a consistent basis. Keep reading to learn how you can build a custom report on Ads Manager.
How to Create a Custom Report in Snapchat Ads Manager
Custom Reports help you quickly and easily automate your Snapchat campaign performance reporting.
To create a custom report, follow these steps:
- Log into Ads Manager.
- Click the menu in the top corner and select ‘Reports.
- This will bring you to the Report Builder page. If you have other reports already created, you’ll see them here. If you’d like to create a new report click ‘New Report’ on the top right to get started.
- You may also create a report from the Manage Ads table. When clicking ‘download’ you’ll notice a schedule toggle. Once selected, you’ll be prompted to set the reporting cadence and details prior to exporting the report. To view or make changes to this report, click the menu in the top corner of Ads Manager and select ‘Reports.’
- Select the scheduling settings, or the cadence in which you’d like the report to be generated and emailed out. You’ll have the ability to schedule a report on a daily, weekly, or monthly basis to emails associated with Snap users that have the requisite permissions within Ads Manager.
- Report Filters allow you to select the lookback in which you want to see your report data. You can customize this by day or month. For example, if you want to receive a daily report with the last 7 days of data, you would input 7 days in the report filter. However, if you’re only interested in a quarterly report, you could filter the report with the last 3 months of data.
- Report dimensions is where you will select the dimensions in which you want to see in your report. Some examples of dimensions in which you can select are Time, Campaign, Ad set, Ad, and one Delivery Insights Breakdown.
- For Dynamic Ads you will see breakdowns by product and dimensions such as Product Impressions.
- Once you’ve defined the reporting dimensions, you may select the metrics that will generate for your report. You can also adjust the attribution window applied to your campaign conversions here, which by default is set to 28 days post Swipe Up and 1 day post View. You may also toggle to choose conversion data to be reported by time of conversion or time of exposure.
- Please Note: As the attribution window only applies to conversions tracked through the Snap Pixel or one of our Mobile Measurement Partners, this option is not adjustable unless a column from the Conversions section is included in the Manage Ads table.
- Once you’ve selected all metrics, you may preview your report by clicking 'Export’ or saving and exporting the report by clicking ‘Save and export.’ You may go back to the report to make any edits that you need once it has been saved.
We hope this post helps you feel better equipped to successfully set strategic advertising goals, identify KPIs to report on, and analyze your Snapchat Ad campaign performance. One final thought we’d like to leave you with is this: When you see positive performance, template your approach and duplicate your strategy where you can, doing this will help get the most return on investment when advertising on Snapchat and help you scale up at a pace that makes sense for your business. If your campaign isn’t performing how you wish it would, make adjustments and continue to test and optimize to scale up successfully. To learn more about Snapchat ad performance, visit our Campaign Performance page on our Business Help Center.
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