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.
Product Type: Advertising
Integration Type: Starter Kit
Event Source Type: Web
Event Scope: Full-Funnel Events
- Sends server-side event data to Snapchat via pixel requests, eliminating the need for a client-side Snapchat tag.
- Requires no authentication to send events.
- Uses IP, user agent, and anonymous ID as the main identifiers for matching.
- Supports full-funnel events including page, product, cart, and order lifecycle actions.
- The Pixel ID should match the one used by any client-side Snapchat pixel so all events enter the same pipeline for deduplication.
- In our testing, requests above ~20,000 characters in the URL began to fail. While this isn't a formally documented limit, it may be a practical constraint to consider when using this integration.
- All values must be URL-encoded and arrays pipe-delimited.
- One request per event; batching not supported.
- Complex lists (e.g., products) must be pipe-delimited.
- 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.
- Grab your Pixel ID from the Snapchat Business Dashboard: click "Pixels" in the left navigation; your Pixel ID is listed under the pixel name.
- From the integration library, add a Snapchat Ads integration. Then, fill out the Connection Parameters:
| Connection Parameter | Description |
|---|
PIXEL_ID | The Pixel ID for events on a web property. If you also pass the same events via a pixel on your website, use the same pixel_id so all events enter the same pipeline for deduplication. |
- 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 Ads' API documentation.
- In the Pipelines tab, add your Snapchat Ads integration.
- Select the correct integration revision.
- Click Add Integration to finalize deployment.
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. | $$PIXEL_ID$$ |
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 |
| Output Key | Description | Expected Input |
|---|
ev Required | String: The name of the event. | Enrichment – 'PAGE_VIEW' |
| Output Key | Description | Expected Input |
|---|
ev Required | String: The name of the event. | Enrichment – 'SEARCH' |
e_ss | String: The search query string. | properties.query |
| 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 SKUs. | Expression – joins sku across properties.products |
e_ic | String: The category of the product. | properties.category |
e_ni | Integer: The number of items. | Expression – counts properties.products |
| Output Key | Description | Expected Input |
|---|
ev Required | String: The name of the event. | Enrichment – 'VIEW_CONTENT' |
e_cur | String: The currency code. | properties.currency (uppercased) |
e_ic | String: The category of the product. | properties.category |
e_iids | String: The product SKU. | properties.sku |
| 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 SKU. | properties.sku |
e_ni | Integer: The quantity of the product. | properties.quantity |
e_cur | String: The currency code. | properties.currency (uppercased) |
| 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 SKUs. | Expression – joins sku across properties.products |
e_ni | Integer: The number of items. | Expression – sums quantity across properties.products |
| Output Key | Description | Expected Input |
|---|
ev Required | String: The name of the event. | Enrichment – 'PURCHASE' |
e_iids | String: A comma-separated list of product SKUs. | Expression – joins sku across properties.products |
e_ni | Integer: The number of items. | Expression – sums quantity across properties.products |
e_pr | Float: The total price. | properties.total |
e_cur | String: The currency code. | properties.currency (uppercased) |
e_tid | String: The order ID. | properties.order_id |
These identifiers must be mapped to Snapchat Ads in order for successful user matching to occur. Without these IDs, any events sent to Snapchat Ads may not be accurately reflected in reporting. 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 |
Coordinate with your Snapchat representative, or use the Snapchat Ads Manager / Events Manager dashboard, to confirm that events are being received and processed correctly on their backend.
