Snapchat has announced its largest hike in shares since going public last year, with a 20% boost according to their most recent earnings.

Snappy numbers

With Wall Street looking for telling signs of life from the app which had been struggling this time last year, Snapchat now has 187 million daily active users according to their fourth-quarter report.

The company also beat analyst expectations by more than $30 million in achieving revenue of an impressive $286 million total.

According to chief marketing officer Aaron Goldman, “Snap benefited from some of the seasonality that’s expected during the holidays…but also saw some new brands come in and test the platform.”

The game of advertising

Due to the savings in automated ad platforms, ad prices were driven down but Snapchat projected relief from more advertisers bidding on remaining ad space.

Snapchat’s ad technology has continued to impress investors with its return and the innovations of introducing tracking pixel which measures performance and targeting analytics of the ad being run.

Being able to quantify Snapchat ad success has made a large splash for the social photo-sharing app, helping stay in step with the competition while bringing more revenue to the war chest.

Have you been waiting for more tracking analytics for Snap ads? Give us your thoughts in the comment section.