[SMK] Social Media Knowledge


Snapchat’s gift for Marketers: Pixel Tracking

While Snapchat’s grim Q3 earnings report will surely last longer than the platform’s 24 hour posts, there’s still life in the not-so-old girl yet.

Pixel Perfect

Snapchat is giving advertisers access to the much-requested conversion pixel, which lets you track user behaviour after seeing your ad.

The feature, called Snap Pixel, lets you embed a piece of code on your website to monitor a range of user actions.

These might include conversion on e-commerce sites after seeing an ad, or whether seeing an ad leads to newsletter sign-ups.

The data is available up to 28 days after a user has viewed your ad.

Keeping up with the Joneses

Facebook and Google have long offered similar ad targeting and measurement tools.

While Snapchat has shied away from diving into ad analytics to avoid alienating its famously fickle audience, the stark reality of Snapchat’s bottom line now appears to be now dictating policy.

The good news is that marketers will now be able to track the value of their advertising dollars. The question is, has Snapchat has waited too late to cash in as user numbers tumble?

Do you use advertising on Snapchat? Let us know how it went in the comments.

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Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

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Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

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