How the Snapchat Conversions API works

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It is not an easy time for marketing tools: Due to the increasing pressure on third-party cookies, the increased use of ad blockers and ever new regulatory packages from the EU, classic tracking pixels are becoming increasingly less relevant. Although the Meta Pixel, the Google Tag or the Snap Pixel still provide the basis for conversion tracking on the respective platform, it is necessary to support classic pixel tracking with other measures.

A suitable measure for conversion tracking on Snapchat is the Snapchat Conversions API. Similar to the Facebook Conversions API or the Advanced Conversions on Google, the events are recorded in two ways with the Snapchat Conversions API: once in the classic way in the browser using the Snapchat tracking pixel, but also via a tracking server that works independently of cookies and the browser settings of your users. You can think of the Snapchat Conversion API as belarus whatsapp phone number a kind of backup solution for the pixel. If the pixel is not running correctly or is blocked, conversions can still be reported via the server and reach Snapchat. This has a positive effect on the optimization of advertising campaigns on the network. In principle, every advertiser who runs Snapchat campaigns using Snap Pixel should also use the Conversions API. There are no additional costs when using the Snapchat Conversions API.

Snapchat Conversion API functionality
Why the Snap Pixel alone is not enough
Are you already using the Snap Pixel to measure conversions from your Snapchat advertising campaigns? You might think that another system for measuring goals isn't necessary. But that's a misconception. There are a number of reasons why your Snap Pixel might not load properly, including:



Weak cellular connection: Your website visitor's cellular connection is not stable and the pixel is not fully loading.
Ad blocker in the browser: The user blocks all advertising trackers in his browser (e.g. Safari blocks all third-party cookies).
Slow website: Your website has a slow loading speed and the user has already clicked on before the Snap Pixel has loaded in the background.


In this case, you may miss out on conversions. For example, submitted contact forms or orders in the online shop cannot be correctly reported back to Snapchat. The result is fewer attributed conversions in the Snapchat Ads Manager and therefore less data to optimize your campaigns.