What Is Snapchat Ads?

Snapchat Ads is a platform provided by Snapchat for businesses to create and manage advertising campaigns that reach Snapchat's vast user base. With Snapchat Ads, advertisers can create engaging ads in various formats, including Snap Ads, Story Ads, and Filters, to reach their target audience. The platform offers advanced targeting options based on demographics, interests, behaviors, and location, allowing advertisers to tailor their campaigns for maximum effectiveness. Additionally, Snapchat provides analytics tools to measure the performance of ads and optimize campaigns for better results.

What are the benefits of integrating MetaRouter with Snapchat CAPI?

Enhanced Data Accuracy: MetaRouter allows for real-time, server-side data collection, which improves the accuracy and reliability of the data sent to Snapchat CAPI by reducing discrepancies caused by browser limitations or ad blockers.
Reduced Site Latency: By handling data server-side, MetaRouter minimizes the impact on website performance, leading to faster page load times and a better user experience.
Enables Removal of Snapchat Tag: Integration with Snapchat CAPI through MetaRouter eliminates the need for client-side Snapchat tags, simplifying tag management and reducing the risk of tag-related issues.
Optimized Ad Performance: Accurate and complete data sent through Snapchat CAPI allows for better ad targeting and measurement, leading to improved campaign performance and ROI.

Snapchat Ads vs Snapchat CAPI

Snapchat Ads Integration
- Uses IP, user agent, and anonymous ID as main identifiers.
- Does not require authentication.
Snapchat CAPI Integration
- Uses IP, user agent, anonymous ID, PII such as email and/or phone, and also supports click ID which may help with anonymous user identification.
- Requires a sync injector to gather and persist the click ID.
- Authentication is required.

Getting Started - From Your Snapchat Account

Grab your Pixel ID:

Go to Business Dashboard.
Click on “Pixels” on the left navigation.
Your Pixel ID will be listed under the pixel name.

Getting Started - From Your MetaRouter Account

Adding a Snapchat integration.

From the integration library, add a Snapchat Ads integration. Then, fill out the Connection Parameters:

Connection Parameter	Description
`PIXEL_ID`	Events taking place on a web property. If you are passing the same events via a Pixel on your website, you should use the pixel_id to ensure all events are entering the same pipeline for deduplication.

Event Mappings

MetaRouter provides all of the event mappings that Snapchat Ads integrations typically require. You may add custom events, parameters or mappings in accordance with Snapchat Ad’s API documentation.

Global

Global mappings will be applied to all events. If your parameter names do not match the Expected Inputs provided, you will need to overwrite the Inputs provided with your own.

Output Key	Description	Expected Input
`pid` Required	String: The Pixel ID used to identify the specific pixel.	Enrichment - `PIXEL_ID`
`v` Required	String: The version of the API being used.	Enrichment - `2.3`
`pl`	String: The URL of the page.	`context.page.url`
`d_ua` Required	String: The user agent of the device.	`context.userAgent`
`c_ip` Required	String: The IP address of the client.	`context.ip`
`u_c1` Required	String: The anonymous ID of the user.	`anonymousId`

Event Specific

Page

Output Key	Description	Expected Input
`ev` Required	String: The name of the event.	Enrichment - `PAGE_VIEW`

Products Searched

Output Key	Description	Expected Input
`ev` Required	String: The name of the event.	Enrichment - `SEARCH`
`e_ss`	String: The search query string.	`properties.query`

Product List Viewed

Output Key	Description	Expected Input
`ev` Required	String: The name of the event.	Enrichment - `LIST_VIEW`
`e_iids`	String: A comma-separated list of product IDs.	`properties.products`
`e_ic`	String: The category of the product.	`properties.category`
`e_ni`	Integer: The number of items.	N/A - Expression

Product Viewed

Output Key	Description	Expected Input
`ev` Required	String: The name of the event.	Enrichment - `VIEW_CONTENT`
`e_cur`	String: The currency code.	`properties.currency`
`e_ic`	String: The category of the product.	`properties.category`
`e_iids`	String: The product ID.	`properties.sku`

Product Added

Output Key	Description	Expected Input
`ev` Required	String: The name of the event.	Enrichment - `ADD_CART`
`e_ic`	String: The category of the product.	`properties.category`
`e_iids`	String: The product ID.	`properties.sku`
`e_ni`	Integer: The quantity of the product.	`properties.quantity`
`e_cur`	String: The currency code.	`properties.currency`

Cart Viewed

Output Key	Description	Expected Input
`ev` Required	String: The name of the event.	Enrichment - `VIEW_CONTENT`
`e_iids`	String: A comma-separated list of product IDs.	`properties.products`
`e_ni`	Integer: The number of items.	N/A - Expression

Order Completed

Output Key	Description	Expected Input
`ev` Required	String: The name of the event.	Enrichment - `PURCHASE`
`e_iids`	String: A comma-separated list of product IDs.	`properties.products`
`e_ni`	Integer: The number of items.	N/A - Expression
`e_pr`	Float: The total price.	`properties.total`
`e_cur`	String: The currency code.	`properties.currency`
`e_tid`	String: The order ID.	`properties.order_id`

Required Identifiers

These identifiers must be mapped to Snapchat Ads in order for successful user matching to occur. Without these IDs, events may not be reflected in reporting accurate. For your convenience, required IDs are mapped as Global parameters to ensure they are added to every event.

Attribute	Example	Sync Injector Required?
`d_ua`	"Mozilla/5.0 (Windows NT 10.0; Win64; x64)”	No
`c_ip`	"192.168.0.1”	No
`u_c1`	130161d0-8fee-4167-aa4d-d151eed27c6b	No

Additional Snapchat Ads Documentation

Conversion Parameters

Pixel ID