Business

Snapchat Ads Manager Metrics: How to Define and Monitor KPIs

See a snapshot of the KPIs and metrics you can measure on Snapchat Ads Manager.
Snapchat Ads Manager lets you track marketing key performance indicators (KPIs) and metrics related to your campaigns, ads, and ad sets for a full analysis of your campaign performance. By measuring the data that influences your business, Snapchat metrics and KPIs serve as valuable tools for providing real-time insight into your ad campaigns, spend, and delivery in one centralized dashboard. With Ads Manager, you can use these Snapchat KPIs and marketing metrics to optimize your campaigns, improve ad performance, and maximize your return on investment.
Below, we’ll cover each of the metrics you’ll find in Snapchat Ads Manager, what they mean, and how to define and monitor the KPIs that impact your business.
Snapchat Ads Manager Metrics and KPIs Overview
  1. Navigating Snapchat Ads Manager Metrics
  2. Delivery: Metrics That Drive Campaign Success
  3. Spend: Stay on Budget to Get the Most From Your Advertising
  4. Conversions: Track KPIs That Promote Actions and Results

Navigating Snapchat Ads Manager to Find KPIs and Metrics

Once in Snapchat Ads Manager, navigate to Manage Ads under the Advertise tab. Manage Ads is the default view of Snapchat Ads Manager and where you’ll find all relevant KPIs and metrics for your ad accounts. 
From there, navigate to Columns, bringing you to your Customize Columns window where you’ll find every metric and KPI related to your Snapchat Ads. You can then choose which results you’d like to review by selecting from ads, campaigns, or ad sets to monitor metrics, campaign delivery, costs, outcomes, and more.
Tip: If you find yourself consistently referencing the same columns and date ranges, simply select "Save Current View" under the Saved Views drop down for a quick reference point for all of your core KPIs.
Let’s jump in to the KPIs and metrics you’ll want to keep tabs on throughout your campaign.

Delivery: Metrics That Drive Campaign Success

To get started, these next few metrics are important immediately following launch. Monitor how your ads are performing right out the gate with vital marketing KPIs that establish a solid foundation for your ad campaigns.
  • Paid Impressions: The total number of times your ad was served to a Snapchatter, tracked when the ad fully renders on a device for the first time during a viewing session.
  • Total Impressions: The sum of paid impressions and earned impressions.
  • Paid Reach: The number of unique paid impressions.
  • Paid Frequency: The average number of times your ad was served to a Snapchatter, calculated as paid impressions divided by paid reach.
  • 2 Second Video Views: The total number of impressions that meet the qualifying video view criteria of at least two seconds of consecutive watch time, or a swipe up action on the ad.
  • 15 Second Video Views: The total number of impressions that meet the qualifying video view criteria of at least 15 seconds, or 97% completion if it's shorter than 15 seconds, or a swipe up action on the ad.
  • Video Plays at 25%: Number of times your media was viewed to 25%.
  • Video Plays at 50%: Number of times your media was viewed to 50%.
  • Video Plays at 75%: Number of times your media was viewed to 75%.
  • Video Completions: Number of times your media was viewed to 97%.
  • Average Screen Time: The average number of seconds spent watching your ad across all paid impressions.
  • Profile Clicks: The total number of taps on your Public Profile from your ads.
  • Swipe Ups: The number of times your ad was swiped up on or the CTA was tapped to view the attachment.
  • Swipe Up Rate: Percentage of ad impressions swiped up on.
  • Average Attachment Screen Time: The average number of seconds spent viewing your attachment across all swipe ups.
  • Total Attachment View Time: Total time Snapchatters spent on the attachment.

Spend: Stay on Budget to Get the Most From Your Advertising

No business has an unlimited advertising budget, but tracking KPIs relative to cost and spend can help ensure you’re getting the best value from your ad spend dollars. The following metrics will guide you through tracking costs and campaign value:
  • Amount Spent: Spend based on delivery.
  • Paid eCPM: Effective cost per 1,000 impressions.
  • Paid eCPMR: Effective cost per 1,000 reach, calculated as the spend divided by the number of Snapchatters you reached, multiplied by 1,000.
  • eCPV: Effective cost per video view, calculated as spend divided by the number of qualified video views delivered.
  • eCPSU: Effective cost per swipe up, calculated as spend divided by the number of swipe ups delivered.
  • eCPI: Effective cost per app install.
  • Cost Per Lead: Effective cost per lead.
  • Purchase ROAS (Return on Ad Spend): Return on ad spend, calculated as purchases value divided by spend.

Conversions: Track KPIs That Promote Actions and Results

What actions are Snapchatters taking when they see your ads? Are they signing up? How about installing your app? If you're not initially seeing the results you'd expect, understanding how upper funnel KPIs like impressions impact your campaign can help clarify. By monitoring these actions, you can configure your ads and optimize your creative, CTAs, delivery, and targeting to drive more conversions.
  • App Installs: Number of times your app was installed.
  • Install Rate: Percentage of swipe ups that have driven Snapchatters to install your application.
  • Achievements Unlocked: The total number of times a Snapchatter has unlocked an achievement in your app or website.
  • Ad Clicks: The total number of times a Snapchatter has clicked on an ad in your app or website.
  • Add to Cart: The total number of times a Snapchatter has added an item to their cart in your app or website.
  • Ad Views: The total number of times a Snapchatter has viewed an ad in your app or website.
  • App Opens: The total number of times a Snapchatter has opened your app in your app or website.
  • Levels Completed: The total number of times a Snapchatter has completed a level in your app or website.
  • Pages Viewed: The total number of times a Snapchatter has viewed your page in your app or website.
  • Purchases: The total number of times a Snapchatter has purchased something in your app or website.
  • Purchases Value: The total value of purchases made in your app or website.
  • Reservations: The total number of times a Snapchatter has made a reservation in your app or website.
  • Sign Ups: The total number of times a Snapchatter has signed up in your app or website.
  • Checkouts Started: The total number of times a Snapchatter has started a checkout in your app or website.
  • Trial Starts: The total number of times a Snapchatter has started a trial in your app or website.
  • Subscriptions: The total number of times a Snapchatter has subscribed in your app or website.
  • Store Visits: The estimated number of times a Snapchatter has visited your store, counted for stores that are eligible for visitation measurement.
  • Custom Events: The total number of times a Snapchatter has completed a custom event in your app or website. You can create up to five custom events.
By tracking key metrics and KPIs through Snapchat Ads Manager, you’re better able to identify who viewed, engaged, and took action on your ads. These insights work to improve workflows, drive optimizations, and increase ROI. Check out Snap Focus, our official learning portal for marketers, to learn more about tracking your KPIs and metrics in Snapchat Ads Manager.