11.13.2017

I spy, with my pixel eye…

One rule of the marketing game is simple: explore your target audience's habits. Snapchat has recently joined the ranks of the biggest social media players that allow advertisers to analyse, track, and target their users, by introducing the Snap Pixel.
One rule of the marketing game is simple: explore your target audience's habits. Snapchat has recently joined the ranks of the biggest social media players that allow advertisers to analyse, track, and target their users, by introducing the Snap Pixel.

It's a change of heart from Snapchat, which was previously very reluctant to use such technologies. In 2015, Snapchat CEO Evan Spiegel was reported as saying that Snapchat:
care about not being creepy. That's something that's really important to us
Evan Spiegel, Snapchat CEO
Nowadays, however, Snapchat has moved to embrace the possibilities of pixel. As reported by AdAge, the fast-growing social media platform is looking to develop a sophisticated advertising model that can compete with the likes of Facebook and Google.
Snap Pixel is a powerful mean of measuring, optimising, and tracking performance marketing campaigns.
The tool was released in October 2017, and Aitarget, as a certified Snapchat partner, is delighted to share its details with you.

The new Snapchat creation helps to measure the cross-device impact of your campaigns, and analyse actions Snapchatters take on your website(s) after seeing an ad. The actions can be used for creating custom audiences in real time.
The pixel gives us a whole new and better way of seeing what's going on and a new opportunity to harvest direct-response signals beyond the click,"

Laura Joukovski, svp of media at TechStyle Fashion Group, to Adweek.
Thus, the Snap Pixel is best tailored for direct-response goals, such as driving leads, subscriptions, or product sales. It gives an opportunity to measure these goals beyond what happens during a single session, or on a single device.
Master the Pixel
According to Snapchat, there are three main prongs to the Snap Pixel effect:
Measure events that matter

Сonfigure a number of events on your website with a single piece of JavaScript code;
Reach the perfect audience

Сreate audiences and lookalikes based on the activity on your website;
Optimise based on actual results

Track conversions in real-time.
Note: As part of the near-term roadmap, actions can also be used to create Pixel Custom Audiences in order to re-engage with Snapchatters in the future campaigns.
Snapchat for business says it best for itself.
Nine events, for now
A spokesperson for Snapchat has said that "Brands will only be able to track conversions for their vertical-video Snap Ads, not Sponsored Lens or Sponsored Geofilter campaigns".

At Aitarget, we have tested this piece of JavaScript code and found that there are nine different actions that can be configured with the Snap Pixel:

1. Purchase
2. Save
3. Add to Cart
4. Page View
5. Search
6. View Content
7. Sign Up
8. Add Billing
9. Start Checkout

Also, as Marketing Land says, so far "Advertisers will be able to select from nine predefined conversion events, but eventually, they will be able to create their own custom events".

After the Snap Pixel accumulates enough data, you are able to create custom and lookalike audiences based on these events.

The measurement results are available in Ad Manager or a preferred API Partner's tool.

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