Snapchat launches Snap Pixel for retargeting and measuring conversions 

With 300 million users, Snapchat is one of the largest social media platforms. In the USA, the photo and video sharing service, which is particularly popular with young people, has been somewhat neglected in digital marketing, especially among other social media channels.

One reason for this has been the poor conversions measurement techniques, which are taking a big leap forward.

What is “Snap marketing”?

Snapchat ads blend in with the user’s content that users follow as a continuum of their friends’ and followers’ content. 

In addition, the service allows marketing both with the marketer’s own geotags (location-based text over a photo/video) and with sponsored filters, where one can add a hat with a brand logo, for example, to a photo or video.

Snap Pixel

Snapchat’s motivation for developing conversion tracking is competition for media budgets relative to other social media channels. 

As marketers prepare for the upcoming Christmas sales, they can track traffic to the site through Snapchat. With Snap Pixel, marketers will monitor traffic coming through the Snapchat app, even if it does not come directly from the ad, but sometime after seeing the ad.

By bringing better trackability to the app, Snapchat is trying to target marketers who are more interested in direct conversions than brand advertising.

What can be tracked with Snap Pixel?

Advertisers can initially use Snap Pixel to track conversion events that are self-defined by Snapchat and later include the ability for advertisers to define self-defined events.

By adding Pixel to their pages, brands will be able to track purchases, saves, checkouts, cart additions, content views, billing, logins, searches, and page views.

After installing Pixel, advertisers can track these things through a third-party Snapchat ad tool or Snapchat Ad Manager. Companies can customize the tracking timeline between 24 hours - 28 days, depending on the campaign’s goal.

Retargeting and Look-A-Like target audiences

For now, Snap Pixel will only track conversions, but by the end of the year, Snapchat plans to add the ability for precise retargeting and Look-A-Like targeting. These, combined with Snapchat’s existing highly accurate targeting capabilities, will make the app a great tool for fast and accurate marketing.

When and how?

But here’s where you should hold your horses, as the new feature won’t be available to all of us just yet. Snap Pixel is currently in beta testing. 

To get the feature now, advertisers will need to contact Snapchat’s sales team, and we suspect that this Snapchat update will take a little longer to arrive in the USA than usual.

We look forward to seeing how we can use Snapchat more effectively.

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