Snapchat CAPI: Optimize your ads for better performance

The evolution of tracking rules and the declining effectiveness of the Snapchat Pixel

The field of tracking is evolving rapidly and presenting new challenges for data collection, including advertising blockers, the phase-out of third-party cookies and limitations imposed by certain browsers such as Safari. As a result, the Snapchat Pixel is no longer as effective as it once was, making it difficult to accurately track conversions with this tool alone. To overcome these obstacles and offer advertisers a reliable data collection solution, Snapchat's Conversion API is an essential tool. Find out why Snapchat CAPI integration is crucial to the success of your advertising campaigns, as well as our tips for optimal implementation.

Snapchat Conversion API + Snap Pixel, and deduplication management :

Snapchat CAPI and Snap Pixel use different data collection methods. Unlike Snap Pixel, which relies on data collection directly via the browser and the use of third-party cookies (client-side tracking), Snapchat CAPI operates server-side tracking. This means that the conversion API doesn't need third-party cookies to work, as it sends user data from server to server, guaranteeing more reliable and accurate data collection.

To date, Snapchat recommends using both tracking methods in parallel, by enabling both tracking via Pixel and CAPI.

Snap Pixel remains the most effective solution where third-party cookies are still available (notably on browsers like Chrome). However, for browsers that have already blocked these cookies (such as Safari or Firefox), Snapchat CAPI offers better performance. By combining these two tracking systems, you get the most optimized solution for guaranteeing sufficient data volume, whatever browser your visitors use.

Once you've configured both Snapchat CAPI and Snap Pixel, it's essential that Snapchat can identify and deduplicate duplicate events.

To do this, you need to send an identical event ID via each tracking method. Snapchat will then compare these events and remove duplicates, thus ensuring that only one event is counted. On the other hand, if an event is not captured by the Snap Pixel but is sent via server-side tracking, Snapchat will record this additional event, thus ensuring complete data collection.

With this approach, data tracking becomes truly optimal, guaranteeing a high volume of conversions while improving the accuracy and reliability of the information collected.

CAPI Addingwell Snapchat tag: deduplication using an event ID

The Snapchat CAPI Addingwell tag has been designed to enable combined tracking: both via the Snap Pixel and the Snapchat Conversion API, while integrating a unique event ID. This ID must be passed simultaneously to the Snap Pixel and in GA4's event_id parameter to ensure efficient deduplication of events.

Expected benefits post set-up

Once Snapchat CAPI and Snap Pixel have been implemented, along with ad-blocker bypass and Safari's ITP, the reliability and accuracy of your data will be considerably improved. Overall, our customers are seeing an increase in the number of attributed conversions in their Snapchat ad manager!

Here's an example of what to expect after a successful implementation from Snapchat Event Manager:

Here we can see that 41,349 events were received over the last 3 days via the Pixel SDK (=from the Snap Pixel), and 43,334 events were received from the Conversion API (=Snapchat CAPI). In all, 84,683 events were received by Snapchat over the last 3 days.

In this example, after deduplication, we see 4.5% more events collected on the Snapchat CAPI side!

Next step

Now you know why advertisers need to add the Snapchat Conversion API to their current tracking to obtain more reliable and accurate data. Congratulations, you're now ready to go to Snap CAPI Addingwell tag setup