Overview:
Snap’s Conversions API (CAPI) for web is a structured, privacy-centric interface that allows you to directly pass web events to Snap via a Server-to-Server (S2S) integration. This helps Snapchat’s system optimize your ad campaigns, improve targeting, and measure the conversions resulting from your Snapchat ad campaigns. Server events behave similarly to events sent through other solutions, such as the Snap Web Pixel.
Goal:
- Reduce cost per action through improved data connectivity
- Optimize ads for actions that occur later in the customer journey
- Improve measurement accuracy
- Enhance event matching to further reduce the cost per action
- Increase control over your data
Source Set-up:
The website data source is the most common way to track user actions. It captures user interactions and hashed user data, which can be sent to various destinations such as ad platforms (for targeting and optimization), analytics systems, and marketing automation tools.
Destination Set-up:
Snapchat Conversions API destination is set up using a Pixel ID that can be created or is available in Snapchat’s Business Account. The API is authenticated using the access token, which can be generated manually from the business settings in the Snapchat Business Account.
Pre-requisites:
- A Datahash account with Website Source and Snapchat Web CAPI destination connectors enabled
- Access to the Domain Manager of your website domain for setting up a new sub-domain
- Access to Google Tag Manager or the website code to implement the website tags
- Snapchat Business Account with access to Pixel ID enabled with web events tracking
This document will guide you through the implementation of the Snapchat Conversions API (CAPI) through your website as a data source.
Implementation of Snap Web Conversions API (Web CAPI) includes the following three steps:
Step 1: Set up a sub-domain for first-party cookies
Step 2: Set up your website as a data source for Web events
