Frequently Asked Questions related to Snapchat Conversion API Tracking

Frequently Asked Questions related to Snapchat Conversion API Tracking

Table of Contents

1. What is the Snapchat Conversion API?

Ans: The Snapchat Conversion API is a tool that enables businesses to directly share web events from their server to Snapchat, helping to measure and optimize ad campaigns with better accuracy.

2. Why should I use the Snapchat Conversion API?

Ans: Using the Snapchat Conversion API offers several advantages that can significantly enhance your advertising efforts on the platform. Here are the key reasons why you should consider using the Snapchat Conversion API:

1. Improved Data Accuracy

  • Reduced Data Loss: Traditional client-side tracking methods (like using pixels) can suffer from data loss due to factors like ad blockers, browser restrictions, and network issues. The Conversion API sends data directly from your server, minimizing these losses.
  • Enhanced Attribution: Server-side tracking can capture more accurate data, leading to better attribution of conversions to your ad campaigns.

2. Enhanced Privacy and Compliance

  • Data Control: Using the Conversion API gives you greater control over the data you share with Snapchat. This allows you to manage user data more securely and comply with privacy regulations.
  • Regulatory Compliance: The API is designed to comply with major privacy regulations like GDPR and CCPA, helping you maintain user trust and avoid legal issues.

3. Better Optimization and Performance

  • Increased Event Match Rate: With more accurate and comprehensive data, Snapchat can better match conversions to your ad interactions, leading to improved optimization of your campaigns.
  • Improved Ad Targeting: Higher data accuracy enables more effective audience targeting and retargeting, improving the overall performance of your ad campaigns.

4. Comprehensive Tracking

  • Wide Range of Events: The API allows you to track a variety of events, such as purchases, sign-ups, leads, and custom events, providing a fuller picture of user interactions and behaviors.
  • Cross-Channel Measurement: Integrating server-side events enables a more holistic view of user journeys, including cross-device and cross-channel behaviors.

5. Resilience to Changes in Technology

  • Future-Proofing: As browsers and operating systems continue to implement stricter privacy measures (e.g., blocking third-party cookies), server-side tracking through the Conversion API remains resilient and reliable.
  • Adaptability: The API provides a more flexible and robust method to adapt to changes in the digital advertising landscape.

6. Enhanced Reporting and Insights

  • Detailed Analytics: Gain access to more detailed and accurate analytics in Snapchat Ads Manager, enabling deeper insights into campaign performance and user behavior.
  • Data-Driven Decisions: With better data accuracy and comprehensive tracking, you can make more informed decisions to optimize your marketing strategies.

7. Combining with Other Tools

  • Pixel Integration: You can use the Conversion API in conjunction with the Snapchat Pixel, providing a layered approach to data collection and ensuring maximum coverage and accuracy.

3. How does the Snapchat Conversion API work?

Ans: The API allows you to send events such as purchases, sign-ups, and other user actions from your server to Snapchat. This data is then matched with ad interactions on Snapchat to attribute conversions accurately.

Step-by-Step Overview of Snapchat Working:

1. Event Tracking Setup

  • Identify Events: Determine which events you want to track (e.g., purchases, sign-ups, leads, etc.).
  • Server Integration: Implement the necessary server-side code to capture these events. This typically involves coding to detect when a specified action (like a purchase) occurs.

2. API Integration

  • Obtain API Credentials: Access your Snapchat Ads Manager account to get the necessary API credentials (API key, access token, etc.).
  • Endpoint Configuration: Set up your server to send HTTP POST requests to Snapchat’s Conversion API endpoint. This endpoint is where you’ll send your event data.

3. Sending Event Data

  • Collect Data: Gather relevant event data on your server. This includes user actions, timestamps, user identifiers (such as email or phone number hashed using SHA-256), and any other relevant information.
  • Format Data: Format the collected data according to Snapchat’s API specifications. Ensure that the data is structured correctly to avoid errors.
  • Send Data: Use an HTTP POST request to send the formatted event data to the Snapchat Conversion API endpoint.

4. Data Processing and Matching

  • Snapchat Processing: Once Snapchat receives the event data, it processes and matches this data with ad interactions. This matching is done using user identifiers and other metadata.
  • Attribution: Snapchat attributes the conversions to the corresponding ads, providing a clearer picture of which ads led to specific user actions.

5. Monitoring and Optimization

  • Access Reports: Use Snapchat Ads Manager to view detailed reports on your campaigns. These reports include conversion data, performance metrics, and other insights.
  • Optimize Campaigns: Utilize the insights gained from the API data to optimize your ad campaigns. Adjust targeting, creative content, and bidding strategies based on accurate conversion data.


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4. How do I troubleshoot issues with the Snapchat Conversion API?

Troubleshooting issues with the Snapchat Conversion API involves several steps to identify and resolve common problems. Here is a detailed guide on how to troubleshoot these issues:

1. Check API Credentials

  • Ensure Valid Credentials: Verify that the API key, access token, and any other credentials are correct and have not expired.
  • Correct Permissions: Make sure the credentials have the necessary permissions to send data to Snapchat.

2. Verify Data Format

  • JSON Structure: Ensure that the event data being sent is properly formatted as a JSON object. Invalid JSON structure can cause errors.
  • Required Fields: Check that all required fields (e.g., event_type, timestamp, user data) are included and correctly named.

3. HTTP Request Configuration

  • Endpoint URL: Confirm that you are sending data to the correct Snapchat Conversion API endpoint.
  • HTTP Method: Ensure that you are using the correct HTTP method (POST) to send data.
  • Headers: Verify that the HTTP headers include the necessary information, such as Content-Type set to application/json and the Authorization header with the correct access token.

4. Data Validation

  • User Data Hashing: Make sure that user identifiers (e.g., email, phone number) are hashed using SHA-256 before being sent.
  • Timestamp Format: Ensure that the timestamp is in the correct format and represents the correct time of the event.

5. Monitor API Responses

  • Status Codes: Check the status codes of API responses. A successful request should return a 200 OK status. Error status codes (e.g., 400, 401, 403, 500) indicate issues that need to be addressed.
  • Error Messages: Read the error messages in the API responses for clues about what went wrong. These messages often provide specific details about the issue.

6. Logging and Debugging

  • Enable Logging: Implement logging on your server to record the data being sent to Snapchat and the responses received. This can help identify patterns and issues.
  • Review Logs: Regularly review your logs to spot errors or anomalies in the data being sent.

7. Test with Sample Data

  • Use Test Events: Send test events with sample data to ensure that the integration works correctly before going live.
  • Validate in Ads Manager: Verify that the test events appear in Snapchat Ads Manager as expected.

8. Refer to Snapchat Documentation

  • Developer Documentation: Consult the official Snapchat Developer documentation for detailed guidelines, examples, and best practices.
  • Error Code Reference: Use the error code reference in the documentation to understand and resolve specific error messages.

9. Common Issues and Solutions

  • Invalid API Key/Token: Double-check your API key and access token for accuracy. Regenerate if necessary.
  • Incorrect Data Format: Validate your JSON data using an online JSON validator to ensure it is correctly formatted.
  • Missing Required Fields: Ensure that all mandatory fields are included in your payload.
  • Network Issues: Verify that your server can reach the Snapchat API endpoint and that no network issues are blocking the requests.

10. Contact Snapchat Support

  • Submit a Support Ticket: If you are unable to resolve the issue, contact Snapchat support for assistance. Provide detailed information about the problem, including error messages and logs.

5. How do I set up the Snapchat Conversion API?

Ans: Setting up the Snapchat Conversion API involves several steps, from obtaining the necessary credentials to implementing the server-side code that sends event data to Snapchat. Here is a detailed guide to help you set up the Snapchat Conversion API:

Step 1: Obtain API Credentials

  1. Access Snapchat Ads Manager: Log in to your Snapchat Ads Manager account.
  2. Navigate to API Settings: Go to the settings section where you can manage your API credentials.
  3. Create API Key: Generate a new API key. You will need this key to authenticate your requests to the Snapchat Conversion API.
  4. Note Down Credentials: Make sure to securely store your API key and any other credentials provided by Snapchat.

Step 2: Identify Events to Track

  1. Define Conversion Events: Decide which events you want to track (e.g., purchases, sign-ups, leads).
  2. Map User Journey: Identify key points in the user journey where you want to collect data and attribute conversions.

Step 3: Implement Server-Side Tracking

  1. Set Up Server: Ensure you have a server capable of handling HTTP POST requests.
  2. Install Necessary Libraries: Depending on your server environment, install any necessary libraries or modules for making HTTP requests (e.g., requests in Python, and Axios in Node.js).

Step 4: Format and Send Event Data

  1. Collect Event Data: Gather relevant data for each event, including event type, timestamp, user identifiers (hashed using SHA-256), and other parameters (e.g., purchase value, currency).
  2. Format Data: Structure the data according to Snapchat’s API specifications. 
  3. Send Data to API: Use an HTTP POST request to send the formatted data to Snapchat’s Conversion API endpoint.

Step 5: Test the Integration

  1. Send Test Events: Before going live, send test events to ensure that the data is being sent and received correctly.
  2. Verify Data in Ads Manager: Check Snapchat Ads Manager to verify that the events are being tracked and attributed correctly.

Step 6: Monitor and Optimize

  1. Monitor Performance: Regularly check the performance of your campaigns in Snapchat Ads Manager.
  2. Optimize Campaigns: Use the insights from the conversion data to optimize your ad targeting, creative content, and bidding strategies.

If you use GTM, then follow these steps:

Step 1: Before begin, make sure you have the following

  1. Snapchat Ads Manager Account: Ensure you have an active Snapchat Ads Manager account.
  2. GTM Account: Ensure you have a Google Tag Manager account and container set up for your website.
  3. API Access: Obtain your Snapchat API credentials (API key, access token, etc.).

Step 2: Create a Server-Side Tagging Setup in GTM

Server-side tagging is recommended for sending data from your server to Snapchat.

  1. Set Up a Server Container:
    • In GTM, create a new server container.
    • Deploy the container on a server (e.g., Google Cloud, AWS).
  2. Configure Client:
    • In your server container, configure a Client to handle incoming events from your web container.

Step 3: Configure Web Container

  1. Create a Variable for API URL and Token:
    • In your GTM web container, create a new Variable to store the Snapchat CAPI endpoint and access token.
  2. Define Events to Track:
    • Identify the events you want to track (e.g., purchases, sign-ups).
    • Set up Triggers for these events in your GTM web container.

Step 4: Create a Tag to Send Data to Server Container

  1. Create a Custom HTML Tag:
    • Go to Tags in your GTM web container and create a new Custom HTML Tag.
    • Use the java script to send data to server container.
  2. Configure the Tag:
    • Set up the trigger to fire this tag on the desired event (e.g., purchase completion).

Step 5: Set Up Server Container to Forward Data to Snapchat

  1. Create a Tag to Send Data to Snapchat:
    • In your GTM server container, create a new HTTP Request Tag.
  2. Configure the HTTP Request Tag:
    • Set the HTTP Method to POST.
    • Set the URL to the Snapchat CAPI endpoint.
    • In the Request Body, map the incoming event data to the format required by Snapchat.

Step 6: Test and Publish

  1. Preview and Debug:
    • Use GTM’s Preview mode to test your setup. Ensure that the events are correctly sent from the web container to the server container and then to Snapchat.
    • Check the Network tab in your browser’s developer tools to verify that the HTTP requests are being sent as expected.
  2. Publish Containers:
    • Once everything is verified and working correctly, publish both your web and server containers.

6. What events can I track with the Snapchat Conversion API?

Ans: You can track various types of events, including:

  • Purchases
  • Sign-ups
  • Leads
  • Add to cart
  • Page views
  • Custom events specific to your business needs

7. Is the Snapchat Conversion API compliant with data privacy regulations?

Ans: Yes, the API is designed to comply with data privacy regulations such as GDPR and CCPA, giving you more control over the data shared and ensuring user privacy.

8. How do I monitor and analyze data sent through the Snapchat Conversion API?

Ans: Monitoring and analyzing data sent through the Snapchat Conversion API is crucial for optimizing your advertising campaigns and ensuring data accuracy. Here’s a comprehensive guide on how to effectively monitor and analyze your data:

Step 1: Use Snapchat Ads Manager

1. Access Conversion Data

  • Navigate to Ads Manager: Log in to your Snapchat Ads Manager account.
  • View Campaigns: Go to the Campaigns section to see an overview of your advertising efforts.
  • Inspect Conversions: Select a campaign to view detailed reports on conversions attributed to that campaign.

2. Analyze Performance Metrics

  • Conversion Tracking: Look at the number of conversions attributed to your ads.
  • Cost Per Conversion (CPC): Calculate the cost of acquiring each conversion.
  • Return on Ad Spend (ROAS): Measure the revenue generated compared to the amount spent on advertising.
  • Funnel Analysis: Understand the customer journey from impression to conversion.

Step 2: Use Snap Pixel and Event Manager

1. Set Up Snap Pixel

  • Install Pixel: Ensure the Snap Pixel is correctly installed on your website to track web events.
  • Verify Events: Use the Pixel Helper tool to verify that events are firing correctly.

2. Event Manager

  • Access Event Manager: In Ads Manager, navigate to Event Manager.
  • View Events: See a list of events tracked by the Snap Pixel and Conversion API.
  • Event Details: Click on specific events to view details such as event parameters, timestamps, and user interactions.

Step 3: Implement Logging and Monitoring on Your Server

1. Enable Logging

  • Log Requests and Responses: Implement logging for all API requests sent to Snapchat and responses received. This helps in identifying any issues or anomalies.
  • Monitor Errors: Set up alerts for errors or failed API calls to quickly address any problems.

Step 4: Integrate with Analytics Tools

1. Google Analytics

  • Import Snapchat Data: Use data import features to bring Snapchat conversion data into Google Analytics for comprehensive analysis.
  • Custom Reports: Create custom reports and dashboards to visualize Snapchat campaign performance alongside other marketing data.

2. Data Warehousing and BI Tools

  • Store Data: Use data warehousing solutions (e.g., BigQuery, Snowflake) to store Snapchat conversion data.
  • Business Intelligence Tools: Use BI tools like Tableau, Looker, or Power BI to analyze and visualize the data for deeper insights.

Step 5: Monitor Data Quality

1. Consistency Checks

  • Regular Audits: Regularly audit the data being sent through the Conversion API to ensure consistency and accuracy.
  • Data Validation: Implement data validation checks to catch any anomalies or discrepancies in the data.

2. Error Handling

  • Retry Mechanisms: Implement retry mechanisms for failed API calls to ensure data is not lost.
  • Error Logging: Keep detailed logs of errors to troubleshoot and resolve issues promptly.

Step 6: Optimize Campaigns Based on Data Insights

1. Campaign Adjustments

  • Targeting: Use conversion data to refine audience targeting.
  • Creative Optimization: Analyze which ads lead to the highest conversions and adjust creative content accordingly.
  • Bidding Strategies: Adjust bidding strategies based on the cost per conversion and ROAS data.

2. A/B Testing

  • Test Variations: Conduct A/B tests on different ad creatives, targeting options, and bidding strategies to identify the most effective combinations.
  • Analyze Results: Use the conversion data to determine the winning variations and scale successful strategies.

By following these steps, you can effectively monitor and analyze data sent through the Snapchat Conversion API, ensuring you make data-driven decisions to optimize your advertising campaigns.


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9. What are the requirements for using the Snapchat Conversion API?

Ans: To use the API, you need:

  • A Snapchat Ads Manager account.
  • Server access to send events.
  • Basic knowledge of API integration.

10. Can the Snapchat Conversion API be integrated with other marketing tools?

Ans: Yes, the Snapchat Conversion API can be integrated with various other marketing tools to provide a comprehensive view of your marketing performance and enhance cross-channel optimization efforts. Here are some common integrations and how they can be achieved:

1. Google Analytics

Integrating Snapchat Conversion API data with Google Analytics allows you to analyze Snapchat conversions alongside other marketing channels.


  • Data Import: Use Google Analytics’ Data Import feature to bring Snapchat conversion data into Google Analytics.
  • Custom Dimensions and Metrics: Create custom dimensions and metrics in Google Analytics to track Snapchat-specific data.
  • UTM Parameters: Use UTM parameters in your Snapchat ads to track the performance of campaigns in Google Analytics.

2. Customer Relationship Management (CRM) Systems

Integrate Snapchat conversion data with your CRM to track the entire customer journey from initial interaction to conversion.


  • API Integration: Use APIs provided by CRM systems (e.g., Salesforce, HubSpot) to send conversion data from Snapchat to your CRM.
  • Custom Fields: Create custom fields in your CRM to store Snapchat-specific data.
  • Automation: Set up automation rules to trigger actions in your CRM based on Snapchat conversion events.

3. Data Warehousing Solutions

Store Snapchat conversion data in a data warehouse to facilitate advanced analytics and reporting.


  • ETL Tools: Use ETL (Extract, Transform, Load) tools like Fivetran, Stitch, or Talend to extract data from Snapchat and load it into your data warehouse (e.g., BigQuery, Snowflake, Redshift).
  • Scheduled Jobs: Set up scheduled jobs to periodically update the data in the data warehouse.

4. Business Intelligence (BI) Tools

Use BI tools to create visualizations and dashboards that provide insights into Snapchat campaign performance.


  • Connect to Data Warehouse: Connect BI tools like Tableau, Looker, or Power BI to your data warehouse where Snapchat data is stored.
  • Build Dashboards: Create dashboards and reports that visualize Snapchat conversion data alongside other marketing data.
  • Custom Reports: Develop custom reports to analyze specific aspects of your Snapchat campaigns.

5. Marketing Automation Platforms

Integrate Snapchat conversion data with marketing automation platforms to optimize workflows and campaigns.


  • API Integration: Use APIs from marketing automation platforms (e.g., Marketo, Mailchimp) to send Snapchat conversion data.
  • Trigger Campaigns: Set up triggers in your marketing automation platform to launch email campaigns or other actions based on Snapchat conversion events.
  • Segmentation: Use conversion data to segment your audience and tailor marketing messages accordingly.

6. Ad Management Platforms

Centralize your ad management by integrating Snapchat conversion data with platforms like Google Ads, Facebook Ads, and others.


  • API Sync: Use APIs or third-party tools to sync conversion data between Snapchat and other ad management platforms.
  • Unified Reporting: Create unified reports that show performance across all ad platforms, including Snapchat.

7. Attribution Tools

Improve attribution accuracy by integrating Snapchat conversion data with multi-touch attribution tools.


  • Attribution Platforms: Use platforms like Attribution, Segment, or Singular to integrate and analyze Snapchat conversion data.
  • Cross-Channel Analysis: Perform cross-channel analysis to understand the contribution of Snapchat to overall conversions.

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