Snapchat Conversions API (Actions)
The Snapchat Conversions API destination is a server-to-server integration with the Snapchat Conversions API that allows advertisers to pass web, app, and offline events from Segment directly to Snap. Data shared through the Snapchat Conversions API is processed similarly to events passed through the Snap Pixel or App Ads Kit (SDK). By passing events, advertisers can access post-view and post-swipe campaign reporting to measure performance and incrementality. Depending on the data shared and timeliness of integration, it’s also possible to use events passed through the Conversions API for solutions such as custom audience targeting, campaign optimization, Dynamic Ads, and more.
Benefits of the Snapchat Conversions API
The Snapchat Conversions API destination provides the following benefits:
- Clear mapping of data. Actions-based destinations enable you to define the mapping between the data Segment receives from your source and the data Segment sends to Snap.
- Prebuilt mappings. Mappings for Snap event types, like
PURCHASE
andADD_CART
, are prebuilt with the prescribed parameters and available for customization. - Streamlined stability and security. Integrate and iterate without client-side limitations, like network connectivity or ad blocker issues.
- Privacy-focused. Support compliance with rapidly evolving requirements with automatic PII hashing and flexible controls that let you adapt what data you share.
- Data normalization. Data is normalized before it is hashed to ensure the hashed value matches across sources and is in line with Snap data requirements.
- Maximum event measurement. Capture more events with improved accuracy across different browsers, apps, and devices to get a unified view of your customer’s journey from page view to purchase.
Getting started
- From the Segment web app, click Catalog, then click Destinations.
- Search for “Snapchat Conversions API” in the Destinations Catalog, and select the destination.
- Click Configure Snapchat Conversions API in the top-right corner of the screen.
- Select the source that will send data to Snapchat Conversions API and follow the steps to name your destination.
- On the Settings tab, authenticate with Snap using OAuth. Click Connect to Snapchat Conversions API. Follow the prompts to authenticate using OAuth, with a Snapchat login that is a member of the Snapchat Ads account you want to connect.
- Add your Snap Pixel ID if you plan to send web or offline events. If you plan to send app events, add your Snap App ID and App ID.
- Enable the destination and click Save.
- Follow the steps in the Destinations Actions documentation on Customizing mappings.
To send events to Snap, you must add a Pixel ID for web and offline conversions or a Snap App ID and App ID for mobile conversions. If missing, events will fail.
Destination Settings
Setting | Description |
---|---|
App ID | The unique ID assigned for a given application. It should be numeric for iOS, and the human interpretable string for Android. Required for app events. |
Pixel ID | The Pixel ID for your Snapchat Ad Account. Required for web and offline events. |
Snap App ID | The Snap App ID associated with your app. This is a unique code generated in Snapchat Ads Manager and included in your MMP dashboard. Required for app events. |
Available Presets
Snapchat Conversions API has the following presets:
Preset Name | Trigger | Default Action |
---|---|---|
Purchase | Event event = "Order Completed" |
Report Conversion Event |
Sign Up | Event event = "Signed Up" |
Report Conversion Event |
Add Billing | Event event = "Payment Info Entered" |
Report Conversion Event |
App Open | Event event = "Application Opened" |
Report Conversion Event |
Share | Event event = "Product Shared" |
Report Conversion Event |
Login | Event event = "Signed In" |
Report Conversion Event |
Page View | Event type = "page" |
Report Conversion Event |
List View | Event event = "Product List Viewed" |
Report Conversion Event |
Add to Cart | Event event = "Product Added" |
Report Conversion Event |
Search | Event event = "Products Searched" |
Report Conversion Event |
Snap Browser Plugin | Event type = "track" Event type = "identify" Event type = "group" Event type = "page" Event type = "alias" |
Snap Browser Plugin |
View Content | Event event = "Product Viewed" |
Report Conversion Event |
Add to Wishlist | Event event = "Product Added to Wishlist" |
Report Conversion Event |
Start Checkout | Event event = "Checkout Started" |
Report Conversion Event |
App Install | Event event = "Application Installed" |
Report Conversion Event |
Available Actions
Build your own Mappings. Combine supported triggers with the following Snapchat Conversions API-supported actions:
Mapping limits per destination
Individual destination instances have support a maximum of 50 mappings.
Report Conversion Event
Report events directly to Snapchat. Data shared can power Snap solutions such as custom audience targeting, campaign optimization, Dynamic Ads, and more.
Report Conversion Event is a Cloud action.
Field | Description |
---|---|
Event Name | Type: STRING The conversion event type. For custom events, you must use one of the predefined event types (i.e. CUSTOM_EVENT_1). Please refer to the possible event types in Snapchat Marketing API docs. |
Event ID | Type: STRING If you are reporting events via more than one method (Snap Pixel, App Ads Kit, Conversions API) you should use the same event_id across all methods. Please refer to the Snapchat Marketing API docs for information on how this field is used for deduplication against Snap Pixel SDK and App Adds Kit events. |
Event Timestamp | Type: STRING The Epoch timestamp for when the conversion happened. The timestamp cannot be more than 7 days in the past. |
Action Source | Type: STRING This field allows you to specify where your conversions occurred. |
User Data | Type: OBJECT These parameters are a set of identifiers Snapchat can use for targeted attribution. You must provide at least one of the following parameters in your request. |
App Data | Type: OBJECT These fields support sending app events to Snapchat through the Conversions API. |
Custom Data | Type: OBJECT The custom data object can be used to pass custom properties. |
Data Processing Options | Type: BOOLEAN The Data Processing Options to send to Snapchat. If set to true, Segment will send an array to Snapchat indicating events should be processed with Limited Data Use (LDU) restrictions. |
Data Processing Country | Type: NUMBER A country that you want to associate to the Data Processing Options. Accepted values are 1, for the United States of America, or 0, to request that Snapchat geolocates the event using IP address. This is required if Data Processing Options is set to true. If nothing is provided, Segment will send 0. |
Data Processing State | Type: NUMBER A state that you want to associate to the Data Processing Options. Accepted values are 1000, for California, or 0, to request that Snapchat geolocates the event using IP address. This is required if Data Processing Options is set to true. If nothing is provided, Segment will send 0. |
Event Source URL | Type: STRING The URL of the web page where the event took place. |
Products | Type: OBJECT Use this field to send details of mulitple products / items. This field overrides individual ‘Item ID’, ‘Item Category’ and ‘Brand’ fields. Note: total purchase value is tracked using the ‘Price’ field |
[Deprecated] Brand | Type: STRING [Deprecated] Use Products field. |
[Deprecated] Click ID | Type: STRING Deprecated. Use User Data sc_click_id field. |
[Deprecated] Client Deduplication ID | Type: STRING Deprecated. Use Event ID field. |
[Deprecated] Currency | Type: STRING Deprecated. Use Custom Data currency field. |
[Deprecated] Description | Type: STRING Deprecated. No longer supported. |
[Deprecated] Device Model | Type: STRING Deprecated. Use App Data deviceName field. |
[Deprecated] Email | Type: STRING Deprecated. Use User Data email field. |
[Deprecated] Event Conversion Type | Type: STRING Deprecated. Use Action Source field. |
[Deprecated] Event Tag | Type: STRING Deprecated. No longer supported. |
[Deprecated] Event Type | Type: STRING Deprecated. Use Event Name field. |
[Deprecated] Identifier for Vendor | Type: STRING Deprecated. Use User Data idfv field. |
[Deprecated] IP Address | Type: STRING Deprecated. Use User Data client_ip_address field. |
[Deprecated] Item Category | Type: STRING Deprecated. Use products field. |
[Deprecated] Item ID | Type: STRING Deprecated. Use products field. |
[Deprecated] Level | Type: STRING Deprecated. No longer supported. |
[Deprecated] Mobile Ad Identifier | Type: STRING Deprecated. Use User Data madid field. |
[Deprecated] Number of Items | Type: STRING Deprecated. Use Custom Data num_items field. |
[Deprecated] OS Version | Type: STRING Deprecated. Use App Data version field. |
[Deprecated] Page URL | Type: STRING Deprecated. Use Event Source URL field. |
[Deprecated] Phone Number | Type: STRING Deprecated. Use User Data phone field. |
[Deprecated] Price | Type: NUMBER Deprecated. Use Custom Data value field. |
[Deprecated] Search String | Type: STRING Deprecated. Use Custom Data search_string field. |
[Deprecated] Sign Up Method | Type: STRING Deprecated. Use Custom Data sign_up_method field. |
[Deprecated] Event Timestamp | Type: STRING Deprecated. Use Event Timestamp field. |
[Deprecated] Transaction ID | Type: STRING Deprecated. Use Custom Data order_id field. |
[Deprecated] User Agent | Type: STRING Deprecated. Use User Data client_user_agent field. |
[Deprecated] uuid_c1 Cookie | Type: STRING Deprecated. Use User Data sc_cookie1 field. |
Snap Browser Plugin
Enriches all Segment payloads with Snap click_id Querystring and _scid Cookie values
Snap Browser Plugin is a Web action. The default Trigger is: type = "track" or type = "identify" or type = "page" or type = "group" or type = "alias"
This action does not have any fields.
By default, all mappings are sent as WEB
conversions. If you want to send events as mobile or offline conversions, update the Event Conversion Type in each mapping to be MOBILE_APP
or OFFLINE
.
FAQ and Troubleshooting
Invalid token error
If you’re experiencing 400 Bad Requests errors related to an invalid token, follow these instructions to reauthorize your account:
- On the Settings tab, authenticate with Snap using OAuth.
- Click Connect to Snapchat Conversions API.
- Follow the prompts to authenticate using OAuth with a Snapchat login. Use a Snapchat login that is a member of the Snapchat Ads account you want to connect.
Deduplication with the Snap Pixel or App Ads Kit (SDK)
There are many ways to send conversion data to Snap, including through the Snap Pixel, App Ads Kit or Conversions API. Snap recommends sending redundant data across sources to ensure the best optimization, targeting, and measurement capabilities. The Client Deduplication ID, Transaction ID, and Mobile Ad Identifier are used by Snap to deduplicate events across sources. Please see below for guidance on when to use each field for deduplication.
- Web: Snap Conversions API and PixeI
- Use the Client Deduplication ID for unique events
- Use Transaction ID and Price for
PURCHASE
events
- Mobile: Any combination of Snap Conversions API, MMP, or App Ads Kit
- Use a Mobile Ad Identifier
- Use Transaction ID for
PURCHASE
events
- Offline: Snap Conversions API and UI Upload
- Use the Client Deduplication ID for unique events
- Use Transaction ID and Price for
PURCHASE
events
The Client Deduplication ID allows for a 48-hour deduplication window. The Transaction ID is only eligible for PURCHASE
events and allows for a 30-day deduplication window. See Snapchat’s Marketing API documentation and Business Help Center for more information.
Segment does not have client-side destinations for the Snap Pixel or Snap App Ads Kit (SDK). If you choose to integrate client-side, these must be implemented natively. See Snapchat’s Install Snap Pixel and App Ads Kit for implementation details.
Latency
It may take up to 1-hour for events to appear in the Snapchat Events Manager.
Other events
If you want to send a Snap Event Type that Segment doesn’t have a prebuilt mapping for, you can use the Report Conversion Event action to send the event. For example, if you want to send a START_TRIAL
event:
- Create a mapping for Report Conversion Event.
- Set up your Event Trigger criteria for trial starts.
- Input a literal string of “START_TRIAL” as the Event Type.
The Snapchat Conversions API only supports sending Event Types that are in the predefined event_type
list. This includes custom events. You must use CUSTOM_EVENT_1
, CUSTOM_EVENT_2
, CUSTOM_EVENT_3
, CUSTOM_EVENT_4
, or CUSTOM_EVENT_5
as the Event Type. Events sent with an invalid event type will fail with an Unrecognized event type
error.
Single or multiple products or items
It’s possible to send details of either single or multiple products/items in a single conversion event.
- Single product/item: Use the “Item ID”, “Item Category” and “Brand” fields.
- Multiple products/items: Use the “Products” field which accepts an array of products / items.
Specifying the total value of a purchase
The “Price” field should be used when specifying the total value of a purchase, and should contain a numeric value only. e.g. 99.5.
Required parameters and hashing
To match visitor events with Snapchat ads, Snap requires that one or a combination of the following parameters are sent to the Conversions API:
- Phone Number
- Mobile Ad Identifier
- IP Address and User Agent
When possible, Snap also recommends passing other parameters to improve performance. Please see Snapchat’s Marketing API documentation for more details. These parameters can be configured under each Mapping.
In addition, Segment creates a SHA-256 hash of the following fields before sending to Snap:
- Mobile Ad Identifier (IDFA or AAID)
- Identifier for Vendor (IDFV)
- Phone Number
- IP Address
If you hash identifiers upstream before sending to Segment, Segment still hashes that data before sending to Snap. This results in a double hash that won’t be able to be matched on. Please ensure your fields are not hashed prior to sending through the Snapchat Conversions API destination.
Support
The Snap team owns and maintains the Snapchat Conversions API destination.
- For general Segment questions, including issues with event data not being sent to the Snapchat Events Manager, please contact Segment support.
- For questions regarding campaign setup and performance, audience targeting, or additional API functionality, please contact your Snap representative.
This page was last modified: 21 Mar 2024
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