Snapchat Rolls Out Pixel
Tracking Just in Time for the
Holiday Shopping Season
When Snapchat first introduced ads in 2014, the company promised to
avoid ads that were “creepy and targeted.” Now, it appears that the days of
targeted ad-free Snapchat are over. The company plans to roll out Snap
Pixel, a conversion-tracking tool that allows advertisers to measure traffic
driven to their websites through Snapchat ads. Once the pixel code is
added, advertisers can track conversions that stem from Snapchat referral
With 173 million daily users across the globe, Snapchat presents an
excellent opportunity for brands to grow their audience. And with the
holiday shopping season approaching, the timing couldn’t be better for
Snapchat’s new tracking tool. Currently in its testing stage, Snap Pixel is
expected to launch in the coming weeks.
Snapchat Pixel Tracking Is Finally Here
Through the years, Snapchat has introduced splashy ad formats,
nationwide sponsored geofilters, and other tools to entice advertisers.
Despite these improvements, many marketing executives still don’t
consider Snapchat a must-buy when it comes to advertising spend. The
company has struggled to get marketers interested even after introducing
its advertising API in 2016. In fact, Business Insider cited a survey by
Social Media Examiner which revealed that only 7 percent of marketers
used Snapchat during the first quarter of 2017.
Most social media platforms, including Facebook, LinkedIn, Google,
Pinterest, and Twitter, have already introduced conversion-tracking tools.
These tools allow advertisers to properly credit the platforms’ ads for
driving traffic to a company’s website—even if the ads themselves didn’t
guide someone there directly. Because Snapchat lacked dedicated
conversion trackers, many marketers placed it on the back burner when
allocating advertising funds.
Snap Pixel marks another attempt by Snapchat to engage direct-response
advertisers, who may have avoided the company previously due to its
measurement shortcomings. Because so many of its competitors already
utilize pixel tracking, many marketers agree that Snapchat’s new tool has
been a long time coming.
How Snap Pixel Works
When the Snap Pixel code is added to website pages, brands will be able to
track conversions from their vertical-video Snap Ads. First, advertisers
must use Snapchat’s ad-buying tool to create a pixel. Then, advertisers
must choose a specific website page to track. For example, the advertiser
might want to see how many people visited a page after viewing a Snap Ad.
Email newsletter sign-ups and other forms can also be tracked using Snap
Once the pixel is activated, advertisers can watch their ad campaign stats
in real time using Snapchat Ad Manager or a third-party software provider.
Data can be collected within 28 days after someone has interacted with or
viewed an ad.
Marketers also will be able to specify the conversion events they wish to
track, including “Add to Cart” or “Sign Up.” Nine pre-defined conversion
events are available, but brands will be able to create custom events in the
future. The current available conversion events are:
Add to Cart
Is Snap Pixel Worth the Investment?
While the tool is still in its early stages, Snap Pixel has delivered promising
results thus far. Early tests revealed a low cost-per-purchase for ads and a
low cost-per-signup for email newsletters. In addition to helping marketers
save money on their campaigns, Snap Pixel offers access to a whole new
group of consumers.
TechStyle, which owns Fabletics, ShoeDazzle, and JustFab, was one of the
first brands to test Snap Pixel. TechStyle uses Snapchat ads regularly to
showcase its products, but the company lacked a clear way to track ad
conversions. According to Adweek, Snap Pixel has given TechStyle an
opportunity to gather valuable data and a chance to further engage with
users. The brand also was able to lower the cost-per-purchase from its ads
by 40–60 percent.
The drawbacks? Unlike Google and Facebook, Snapchat pixel tracking
currently is designed only for measuring purposes. While Facebook’s pixels
can be used to serve ads to those who are most likely to convert, Snapchat’s
cannot. However, Snapchat eventually plans to add tags to the tracker,
including ad targeting. With the targeting tag, brands can zero in on
specific audiences that have viewed their websites.
Despite expanding its marketing tools, Snapchat still accommodates those
who would rather not share their data with marketers. Currently, users
who don’t wish to see ads on Snapchat are able to opt out under the app’s
Preferences section. These users will also be able to opt out of ad targeting
through Snap Pixel.
New Opportunities for Marketers
For now, Snap Pixel remains a measurement tool that allows brands to
track conversion rates. But by the year’s end, brands will be able to target
specific groups of users based on the pages they visit. Plus, marketers can
create audience groups and target ads specifically to those people.
Ultimately, Snapchat’s decision to introduce pixels makes sense, as does its
decision to soften its stance on targeted ads. Without conversion tools,
Snapchat simply could not compete with heavyweights like Facebook and
Instagram. Plus, Snapchat offers one clear advantage over the competition:
the platform sees much higher engagement between close friend groups
than other platforms. This is especially important for brands marketing to
millennials, whose purchasing decisions are heavily influenced by friends’
opinions and reviews.
Snap Pixel presents a great opportunity for advertisers to further engage
with consumers this holiday shopping season. If you’re looking to expand
your social media marketing efforts, consider giving Snapchat’s new pixel
tracking a try.
Check out the latest trends in social media marketing. Contact
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