Measuring success and optimization
When it comes to measuring success, Snapchat doesn’t currently break out performance metrics for Chat feed placements alone. Rather, the platform treats the Chat feed placement as another placement for Single Image and Video Ads, tracking performance of those elements via its Ad Manager.
But Snapchat’s own research suggests that many users essentially only use the Chat tab on the app. And running content on Sponsored Snaps delivered a 30% increase in the number of unique Snapchatters reached, compared to ads run on other parts of the app.
Snapchat counts impressions for Sponsored Snaps as the total number of times the user sees the Snap in their Chat feed. For impression-count purposes, that is defined as when the Sponsored Snap is at least 50% on-screen in the Chat feed for at least one second, or when the Snap is tapped in the feed.
As with all marketing, design campaigns with their own specific KPIs. Maximize your campaign’s success by optimizing your Sponsored Snaps. Direct response advertising and Snapchat are tailor-made for each other, but only if you’ve crafted your content for higher response rates.
For example, Sponsored Snaps can have at least five distinct opportunities for users to click on a CTA:
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In the Chat cell
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Long-press on feed conversion to open the CTA
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CTA in the full-screen video or image
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Link in 1:1 chat
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CTA when revisiting Snap for the second time
Optimize your Snaps to ensure you’re fully engaging with users at each of these opportunities.
