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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.

Learn with SMK through April

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Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

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SMK Editor

SMK Editor

April's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

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

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

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

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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