With the holiday season in full force and marketers pumping ads daily, Snapchat has been working on a new feature to help marketers this season. This new feature will allow marketers to track whether visitors to their sites are coming after seeing a brand’s ad on the Snapchat app. Even if the customer didn’t directly engage with the ad, marketers can still track the traffic. The tracking tool, named Snap Pixel, will be available to all advertisers in the next coming weeks. Those using the self-serve Snapchat Ad Manager Tool will also have access to this pixel, but for now, it is still in the testing phase and brands will need to contact Snapchat’s sales team to request access. The only limitations this pixel has is that it will only allow brands to track conversions for their vertical-video Snap Ads, not Sponsered Lens or Sponsored Geofilter campaigns.
Snapchat is looking to compete for brands’ budgets with Facebook, Google, LinkedIn, Pinterest and Twitter with this tracking tool. this is because these platforms already provide the conversion-tracking tools so that advertisers can credit the platform’s ads for driving traffic to a brands site. This attribution is the driving factor in the competition to prove who is most deserving of a brands’ advertising budget. For Snapchat, this is especially important as they care more about raising revenue than brand awareness.
To track conversions, brands will add the Snap Pixel code to the pages on their sites that they want to track and will specify the conversion event that the page corresponds to, such as “Add To Cart.” Advertisers will be able to select from predefined conversion events but eventually will be able to create their own events. They can currently choose from:
- Start Checkout.
- Add to Cart.
- View Content.
- Add Billing.
- Sign Up.
- Page View.
After setup, marketers will be able to view the conversion-tracking measurements through Snapchat Ad Manager or a third party software that is hooked up to Snapchat’s advertising API. In addition, they can also see data from different date ranges and be able to break audiences who simply viewed an ad and those who engage by swiping up.
Snapchat does not plan on stopping there as they plan to have brands be able to use Snap Pixel to retarget the people visiting their sites based on the pages they visit by the end of the year. Furthermore, the social media app plans on having brands be able to create “lookalike” audiences of people with similar characteristics to those site visitors and aim ads st those people.