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The French Army boosts media measurement and performance with Snapchat Conversion API

+20%

volume of signals collected on website after implementing CAPI

-10%

cost per acquisition between campaign using CAPI and campaign not using CAPI
The Story
In a world where the fragmentation of media touchpoints is stronger than ever - making data reconciliation one of their top challenges - the French Army has deployed an ambitious server-side migration program for its data infrastructure. The integration of Snapchat Conversion API was one of the milestones of this new approach.

 The Solution
To maximise the performance of its recruitment campaigns, the French Army decided to deploy Snapchat Conversion API by duplicating the Pixel and Server-Side tagging plan in order to easily identify the contribution made by CAPI.
The goal of the campaign was to maximise the number of appointments made by candidates on the website. Thanks to this strategy, data collection on the Server-Side was improved (+20% of signals collected) thus making the Snap algorithm more efficient and creating a virtuous circle: indeed compared to their previous campaign, the French Army observed a 10% cost reduction on the CAC since the integration of Snapchat Conversion API.

The Result
Mission accomplished! The Army boosted media measurement and performance with Snapchat Conversion API:
  • 20% higher volume of signals collected on the website¹
  • 10% lower cost per acquisition vs. the previous campaign²

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1Source: Snapchat Ads Manager, Pixel and CAPI events non-deduplicated. September 4th - October 1st 2022
2Source: Snapchat Ads Manager, Pixel and CAPI events. September 4th - October 1st 2022. Client site-centric data. September 4th - October 1st 2022