Snapchat Ads

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.
  • SnapchatCAPI 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:

  1. Go to Business Dashboard.
  2. Click on “Pixels” on the left navigation.
  3. 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 ParameterDescription
PIXEL_IDEvents 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.

AttributeExampleSync Injector Required?
d_ua"Mozilla/5.0 (Windows NT 10.0; Win64; x64)”No
c_ip"192.168.0.1”No
u_c1130161d0-8fee-4167-aa4d-d151eed27c6bNo

Additional Snapchat Ads Documentation

Conversion Parameters

Pixel ID