Snapchat Conversions API
Overview
Section titled “Overview”Signals sends website events from your server to Snapchat, alongside or instead of the browser pixel. Because the event does not depend on the browser, it survives ad blockers, cookie restrictions and dropped page loads that would otherwise lose the conversion.
Use this destination to report web conversions such as purchases, sign-ups and add-to-carts against your Snapchat ad campaigns.
If the conversion happened away from the browser, use Snapchat Offline Conversions API instead.
Supported sources
Section titled “Supported sources”Prerequisites
Section titled “Prerequisites”Before connecting Snapchat Conversions API, make sure you have:
- A Snapchat Ads account.
- A Snapchat Business Manager account.
- Server-side API permission.
- A Pixel ID and an Access Token. See Authentication for where to find both.
- A Datahash Studio account with the target project selected.
Authentication
Section titled “Authentication”In Studio, open Destinations, find Snapchat, and click the Conversions API tile. This connector uses credential entry.
- Enter your Pixel ID and Access Token. Both are required.
- Set Opt-in for Limited Data Usage to Yes or No. The default is No.
- Continue to the setup step.
| Field | What it is | Where to find it |
|---|---|---|
| Pixel ID | The identifier of the Snapchat pixel events are written to. | Snapchat Ads Manager, Events Manager, then open your pixel. |
| Access Token | A credential authorizing Datahash to send events on your behalf. | Ads Manager, then Business Details, then Conversions API Tokens, then Generate Token. |
Limited Data Usage restricts how Snapchat uses the data it receives. It applies to the whole instance rather than to individual events, so decide it deliberately rather than leaving the default.
Events reach Snapchat through your website source, so one has to be connected in the same project.
Manage instance
Section titled “Manage instance”To change the instance, open it from Manage Instances, use the menu in the top right and choose Edit, update the fields and click Finish. Cancel keeps the previous configuration running, so updates apply only after you finish.
Deduplication
Section titled “Deduplication”Deduplication happens on the basis of the event ID. Where both the browser pixel and the server report the same conversion, the same event ID has to travel on both, or Snapchat counts it twice.
Data & identifiers
Section titled “Data & identifiers”Send identifiers already hashed where you can. Plain text also works: they are normalized and SHA-256 hashed before they reach Snapchat.
Required
Section titled “Required”| Field | When it is required |
|---|---|
| Event time | Always. UNIX timestamp. |
| Event name | Always. Must match the browser pixel event name, or deduplication will not work. |
| Action source | Always. Where the conversion happened. |
| Event ID | Always. The deduplication key. Send the same value from the browser and the server, or Snapchat counts the conversion twice. See Deduplication. |
| Email address | At least one of email or phone on every event. |
| Phone number | At least one of email or phone on every event. |
| Currency | Purchase events only. The three-letter currency code. |
| Value | Purchase events only. |
Recommended
Section titled “Recommended”All of these raise the share of conversions Snapchat can match to a person who saw your ads.
| Field | Format |
|---|---|
| Snapchat click ID | Captured when a visitor arrives from a Snapchat ad. On web events it lifts match quality more than most personal identifiers. |
| IP address | Passed through as captured. Accepted as a match signal on this connector. |
| User agent | The full browser user agent string, unmodified. |
| First name | Letters only, lowercase, trimmed, no punctuation. |
| Last name | Letters only, lowercase, trimmed, no punctuation. |
| City | Letters only, lowercase, trimmed, no punctuation. |
| State or region | Lowercase, no punctuation or spaces. |
| Postcode | Lowercase, no spaces. |
| Country | The two-letter country code in lowercase, for example gb or in. |
Best practices
Section titled “Best practices”- Send the same event ID from the browser and the server for any conversion reported on both paths. This is the single thing that prevents double counting.
- Capture the Snapchat click identifier where you can. On web events it lifts match quality more than most personal identifiers.
Troubleshooting & FAQ
Section titled “Troubleshooting & FAQ”The credentials are rejected. Re-check the Pixel ID and confirm the token was generated for that pixel and that the account has server-side API permission.
No events appearing in Events Manager. Confirm a website source is connected in the same project and that the tag is published in your tag manager.
Low match rates. Add more identifiers and check the Snapchat click identifier is being captured, then check formatting at source.
Click identifier missing from events. It is only present when the visitor arrived from a Snapchat ad. Check the tag is reading it on landing.
Delivery stopped. The access token may have expired or been revoked. Generate a new one and revalidate.