With the approach of the holiday season, Snapchat offers performance-conscious marketers a way to find out if customers who visit their sites have come in after seeing the announcement of the holiday season. a mark on the mobile application. engage with the ad to visit the site.
On Wednesday, Snapchat unveiled Snap Pixel, a conversion tracking tool that allows brands to measure the impact of their Snapchat ads on their site traffic. In the coming weeks, Snapchat will make the tracking tag available to all advertisers, including those who buy ads through its Snapchat self-service ads management tool, according to a Snapchat spokesperson. But for now, Snap Pixel remains in a testing phase, and brands will have to contact the Snapchat sales team to request access.
Brands will only be able to track conversions for their vertical Snap video ads, not for sponsored campaigns from Geofilter or Lens, the spokesman said.
By enabling conversion tracking, Snapchat aims to better compete with brand budgets with Facebook, Google, LinkedIn, Pinterest and Twitter, which already offer similar tools. These platforms provide conversion tracking tools so that advertisers can credit platform ads to drive traffic to a brand's site, even if the ads do not direct users directly. This measure of attribution is important because platforms compete to prove who is the most worthy of a brand budget and angle for a larger share of these expenses. And for Snapchat, it's especially important because the mobile app is trying to convince direct response advertisers who care more about generating revenue than brand awareness and are more likely to want to track conversions .
To track conversions from Snapchat ads, brands add the Snap Pixel code to pages on their sites that they want to track and specify the conversion event that the page matches, for example "Add to cart" or "Buy". Advertisers will be able to choose from nine predefined conversion events, but they may be able to create their own custom events. Currently available conversion events are:
- Start the verification.
- Add to Cart.
- See the content.
- Add an invoice.
- See the page.
Once the Snap Pixel is installed on a branded site, the marketer will be able to view the conversion tracking measures via Snapchat Ad Manager or a third party software provider that plugs into the branded site. Snapchat's advertising API. Brands will be able to adjust the lead time of these measurements, so you can see how many people have converted over the last 24 hours or up to 28 days. Brands will also be able to separate audiences that have simply viewed an ad separately from those who participated by dragging their finger to see an attachment, such as a web page loaded via Snapchat's built-in browser.
For now, the Snapchat label is strictly a measurement tool that allows brands to track conversions. But by the end of the year, brands will be able to use Snap Pixel to redirect visitors to their sites based on the pages they visit. Brands will also be able to create so-called "similar" audiences of people with characteristics similar to those of site visitors and to target advertisements on these people.