Snapchat has unveiled Snap to Store, new ad unit covering online to offline conversions.

As part of the release Snapchat has opened up its vaults, giving marketers a glimpse into the location-based activities of Snapchatters around the globe.

Here's what we know.

Food first

It turns out Snapchatters love a good feed, and sharing the experience. 80% of people use Snapchat in a restaurant, while 66% do so at the mall.

Keen to show off those guns, half of Snappers post at the gym, and 49% at the airport.

Beta

Snap to Store lets retailers see which Snapchat ads are most successful in driving users into stores. There's also a dashboard to measure these conversions.

7-Eleven, Wendy's, and Paramount Pictures have been using the unit for months, ahead of the wider roll out.

Money move

Snap to Store could be a big step in opening up Snapchat to marketers and brands, something it was reluctant to do before its IPO.

However with Instagram busy adopting the platform's most popular features, Snapchat's belatedly striking while the iron's still hot.

Do you use Snapchat in your marketing mix? Let us know what works for you, in the comments.