What You Need To Know About Snapchat Ads

I’m currently managing a large social campaign with a primary goal to get 17-21 year olds on to a website and fill out a form. Exciting stuff. Well it is for a social nerd like me, as we’re testing out a range of different methods of getting said youths on to the web page.

One of these tactics is to use Snapchat’s recently launched ad platform. Previously the reign of super budget brand campaigns, it has now been opened up in a Facebook style self-service way to us little people.

If you hadn’t heard, you can now pay Snapchat (or Snap Inc if you want to be pedantic) to show video adverts to their users based on a range of demographics to get them to do certain things like:

  • Swipe up to visit a webpage
  • Swipe to install an app
  • Just watch a video

Due to the nature of this campaign, it was the first action I was most interested in.

Getting set up and uploading the campaign to Snapchat’s platform was pretty painless, and a topic for a future post. What this post is about is what happened once the campaign started running, and a lesson learnt pretty quickly.

A lesson I’d like to share with you, in the form of a Twitter thread packed full of giffy goodness that starts with some rather exciting web stats. Enjoy:

And there you have it, a lesson learned, a lesson shared. If you’re going to use Snapchat to show ads that direct webtraffic to your site, you best optimise your analytics platform to only count a session when a page is in view, rather than loaded – unlike every other ad platform going ¯\_(ツ)_/¯

If you’re interested in running adverts on Snapchat get in touch and find out how I can help.


About Matt Horne

I'm a broadcaster and social media guy who makes digital content and spends too much time on the internet so you don't have to.

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